Purpose
Before starting down the path of defining what needs to be done, you need to clearly establish why. What goals need to be accomplished? How does the business need to grow? What problems are being solved? Whose needs are being met? Good work should have clear meaning behind it, based on reasoned business goals.
Empathy
All brands have an audience. Products have users. Understanding what they need and how they feel is the key to creating work that is meaningful to the people that matter most – your customers.
Curiosity
Ask more questions and ask them early. What are you looking to achieve? Why do you need a website? An app? Who is it for? What do they need? Don’t make unnecessary assumptions. They’re dangerous to your business and insulting to your audience. Research is crucial to aligning objectives and finding untapped strengths and untold stories. It will also save time and money in the long run by creating a solid foundation from which to work – not a bad side effect.
Communication
Good work requires transparency and open lines of communication. Regular check-ins and feedback loops help everyone involved stay informed of expectations, objectives and discoveries and accelerate progress toward a shared goal.
Trust
Trust in each other’s expertise is crucial to a successful partnership. You have insight and experience in your industry. You hire a studio because they have insight and experience in something that you don’t. Build on each other’s skills.
Perspective
Brands can become formulaic and disconnected from their purpose when produced from a rigid set of rules and guidelines. The important component that underlies all good work is an authentic voice – a viewpoint that drives and gives shape to the brand’s vision.