Importance of design in your company

How to present a brand to a client

Although initially it may not seem like it, presenting a brand to a client is a very important step and that is why we must work on it in depth. Many people can create a perfect logo for your client but getting it across is what separates a good job from a great one. The correct presentation of our proposals can directly influence our client's decision.

In this article I am going to leave you with a series of practical tips that you can follow when presenting a brand to a client. I also include a very useful structure, so that you can apply it under your presentations. Proposals will look consistent and professional.

 The perfect structure to present a brand

So that you can ensure the correct presentation of your proposals, we leave you with a structure to follow that will help your client assess the proposal from a more objective point of view.

Remember that when presenting a brand, it is important that we put aside any subjective or personal opinion.

We recommend you follow the following structure:

 1. A word of warning

I like to start the presentation with a simple introductory sentence. The objective of the phrase is to try to get the client to leave any type of subjective opinion far from the presentation.

 “A good logo is summed up in what works.”

 It is a very simple phrase, but in the process of presenting a brand sometimes we also need to educate our clients a little so that they can better understand the applied solutions.

 2. Characteristics of a good logo

As I just told you, sometimes we need to enlighten our clients with some information about logo design and graphic design. That's why, after showing the previous warning phrase, I would recommend you to reserve a new slide with a brief summary of what characterizes a good logo.

 If it is easier for you, you can list and show the 7 characteristics to design a good logo today, in a shorter and clearer way. I will summarize it for you, but if you have not read this article, I recommend that you take 15 minutes out of it. It will help you to thoroughly immerse yourself in the characteristics that your proposals should have when presenting a brand to a client.

Logo designing it must be clear, individual, representative, scalable, memorable, durable and relevant.

Please avoid bogging the customer with long texts and definitions on this slide. We don't want to tire you out from the start, and chances are if you see a lot of text, you'll move on to the next slide without reading the content.

3. Current situation of your client's identity

If we want to present a new brand, we first need to expose the current situation. Present to the client how their identity is at the moment of the presentation. This will help us define the problem, what is missing from your logo and what needs to be fixed.

Do not cut yourself, highlight the poor management of your visual identity if you consider that it is not well established. Study, for example, if the name is written in several fonts, if the color palette does not match, if there are bad applications, if the current logo is not correctly scalable and is unreadable in small formats, etc.

With this section we seek that customer can experience the real problems and limitations of their current logo.

4. Objective and strategy

It makes clear again the objective to be achieved with this proposal and the strategy that has been followed to find the solution. The objective had to have been made clear in the first phase of the interview, where you sat down with the client and were able to prepare a clear briefing of their needs.

Take advantage of this section to tell the client how you have approached the problem to design the logo. For example, you can set personality nuances so that the client better understands what is included in the presentation.

To present a brand you must reflect how the final logo should be at the level of character and personality, what audience we seek to impact, etc.

Thanks to this section, we will show the client that everything that we expose in the presentation is not arbitrary, but something thought out and worked on. Everything is part of the strategy we have worked on.

After this point, the client will be ready to show him your proposals. Hopefully we will have contributed to creating a more critical and objective scenario in his head.

5. Applications

A section with special importance in the process of presenting a brand. In order for us and clients to judge the effectiveness of our design proposals, we will need to see logos in context. We will achieve this thanks to the applications and mockups .

With each client the applications may vary. If we are talking about a financial client, the logo will have to be applied on posters, an app, perhaps stationery, business cards , etc. If we are talking about a store, perhaps a sign on the door, a price tag, etc.

It is important that each of the design proposals presented is always shown under the same type of applications, in order to grant the same opportunities to all the logos included in the proposal.

Add applications that show the versatility of our designs. How they are reproducible in different printing formats or materials. It is the opportunity to justify that your logo proposal works. Try putting it in white, black, in different sizes, or on different apps and backgrounds.

At the same time, this exercise can be very practical for us. It will help us to study the possible limitations that some of our proposals may have and to correct the errors that we come across.

Branding company in Coimbatore