Actually, we don’t start with the designing part we begin with the thinking, defining and deciding part.
What do we decide?
First, who are we going to design for? Not a big group of people but a small group who can identify with our worldview and beliefs. A small group that can help us amplify our message.
It might seem logical that casting a wide net and sending our message to everyone would eventually reach those interested in engaging with us. However, this approach is less effective than it appears.
The problem is that everyone else is also sending messages. There’s a lot of noise and generic ideas going out there trying to interrupt everyone. That is not helpful, it’s just annoying.
‘Everyone’ doesn’t necessarily mean all 8 billion people in the world. It might just mean all targeting all vegans out there, that’s still way too broad.
It has to be more specific than that. For instance, vegans, vegetarians, or flexitarians, between 35 and 55 years old who live 10 kilometres from Melbourne’s CBD and who have a desire to eat healthy plant-based food made from fresh, organic, and local ingredients.
The more specific, the better. Why? Because then you’ll be able to serve that group more effectively with a language, products and customer service that resonates with them. You become the one and only.
Second, what are you designing it for? How is it helping your group to become what they want to become?
The reason you’re creating this whole thing is because you have identified a need. A place where you can add value. A community you can help connect. That group is eagerly waiting to hear from you, to receive your help by engaging with your brand and products. They are ready to help you spread the word.
Finally, what do you want that community to be reminded of when they see your branding? What does it make them feel? That is your brand’s personality.
Once we have clarity about those three elements, then we can get our hands dirty with the design work.