Strategy informs and equips a designer to properly engage in a business exercise, and not just dabble in creating something pretty but potentially ineffective.
A look at how playing it safe with branding can result in looking like everyone else.
To be effective, every brand must make decisions regarding when to say “No.” Your brand must embrace aspects that some individuals will perceive as a ‘dead-end’. A brand must do this to benefit from what your actual audience views as a strength.
Damn good design can be groundbreaking, making us reflect “I NEVER would have thought of that”. It can suddenly become painfully obvious making us think “why DIDN’T I come up with that?”. Damn good design can surprise us, make us smile, form strong opinions, and result in action.
Every audience has particular desires and influences, and no single solution can meet everyone’s needs. Understanding context is the key to creating meaningful connections. It’s a designer’s and clients best opportunity to ensure their audience smiles wide and proud.