You know the type - the Graphic Designer who fancies himself an Artist. The one who ignores your direction and branding needs in order to produce "something special". We call them Prima Donnas, and we have no use for them at TopStax.
This isn't to say that design isn't important - it absolutely is! However, if your designer fails to understand your business or produces items that don't mesh with your brand and brand strategy, does it matter if it is pretty? If your designer doesn't understand your business, how can you rely on that designer to convey the essence of your brand to the target?
The short answer it that you can't.
Pretty obvious, don't you think?
Just like we'd never build a brand without doing the prep work, we'd never start a design project before we had the chance to:
Designing without a clear sense of direction is like picking out your clothes with your eyes closed. Yes, you may get lucky, but the risk isn't worth taking.
