We conducted an exercise to identify a small set of adjectives that summed up the essential attributes of the client to be conveyed in the logo design (and the website and other components of the eventual system of marketing tools). We interviewed the client team and also spoke to their customers/clients. We researched the client’s industry and competitors. We then set out a strategy before we started the creative development. We reviewed and revised the strategy with the client until we were all in agreement about the visual attributes and more. With that as a roadmap, the creative was on target and the client understood the rationale behind the design options that we presented. The process was smoother and happier all around, and the final work was on-target.

Full disclosure — I am now an advocate for Design Strategy. I am helping designers to incorporate strategy into their processes. And, I am also working to help businesses understand that design based on strategy is the best investment they can make to build a great brand image in their market. When an organization’s identity truly expresses what they the offer — and resonates with their intended audiences — they will not only be memorable, they’ll more quickly achieve their marketing and sales objectives.

Heart and soul are often the reason people buy. Glad to hear your site is getting good reviews.

Good info for folks. A lot of web sites don’t have any heart and soul to them. Folks seem afraid to put themselves into their own web site. People tell me they like the copy on both my sites.

g.

Thanks Somerset!

From your boss’s behavior, it does sound like he takes the feedback personally. Try talking about product improvements as a route to business growth (rather than current version deficiencies). If you suggest that your company may be leaving money on the table or has an opportunity to increase its revenue per customer, you may be able to get his attention. Rather than mentioning the improvements as fixes, couch them in terms of a new version upgrade.

A new version has the benefit of providing a newsworthy opportunity to touch base with all your clients (past, present, and prospects), so there is great marketing value there too.

As for getting him to accept customer feedback directly, is there anyway for you to show that the customers who give feedback are more profitable than those who don’t? Feedback is usually an indicator of a more engaged customer who is saying something because they wants the product to work for them. This could be a tricky analysis, but if you can swing even a small sample, it makes a strong case for listening.

Lastly, maybe you should be going on the sales calls to field those comments!

I hope that helps.

What a great idea. The fear you describe perfectly explains my boss, who hates talking to customers after he’s made the sale. He’s overly proud of the business and his product, which is getting a little dated. When I show up on site to deliver our services, they talk about how he can be a little prickly. I guess he makes a pretty good pitch, though.

Of course, since I’m on site, I’m always in touch with the customer, and at many levels of their hierarchy. I do my best to give feedback to my boss, but it tends to go poorly. When I’ve witnessed him with clients, I’ve seen him get riled up if they make suggestions.

Any thought’s on how to help him accept feedback?

-Jay

I adored Isaac Washington – he seemed to have endless patience, the kindest heart, and an answer for everyone.

I was a bartender! Had a lot of bar flies. They just wanted someone to listen to them.

Really a good analogy. Listening is a forgotten skill. I took a listening class about 17 years ago. Really terrific. And I’ve offered a listening class. Maybe I should do it again? or maybe, you’d like to do it with me?

My favorite TV Bartender? How’s about Issac Washington on The Love Boat.

Giulietta