Look underneath the brief

Brand and marketing

Look underneath the brief

It often happens when designing a new website. The client has given you the A-Z of the company and now the copy writer must do his or her thing. In going about it, you’re looking at similar local and global websites and they’re all saying the same things. Can you write it better? Bring in more key words? Layout? UX? Sure, but you’re all doing that.

Rather sit back and remember the old brand adage.

It’s not what you say but what they say, ‘they’ being the consumer.

Faced with the ‘sameness’ challenge recently, I started scouring the internet for qualitative and quantitative research on what they were saying about this particular industry, and found that they had about 15 simple but important requirements that nobody was answering, let alone even mentioning it on industry websites. The silliness was that this was industry research funded by all the member companies! The companies were too busy talking about themselves and what they thought was important.

I guess that the lesson is that you need to look underneath the brief. In a situation where a number of agencies with similar skills are looking after clients in the same industry, what is it then that differentiates one website from the other? You can only find that by looking underneath the brief.

Gary Hendrickse
CEO Sherpa

Sherpa Brand & Design Agency
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