An Easy Way to Get Better Creative Work

  • by Shala Graham
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Choosing the right agency or design team to help you with your marketing and branding projects is a good first step towards getting outstanding creative work. To actually get the kind of finished product that they want to show off in their portfolio, however, requires good communication and the right goals.

With that in mind, I’d like to remind all the nonprofit executives out there that there is an easy way to get more from the writers, designers, and coders you work with: decide what your vision and goals are like, with the help of your creative team, before beginning work on your website or campaign.

This matters more than you think. A good partner can help you clarify and solidify your goals or messaging, but it’s an important step that you can’t bypass. Let’s look at why…

Incongruent Goals = Inconsistent Results

Having competing or incongruent goals — especially between different executives or departments — almost always hurts the end result. That’s because having different decision-makers argue over the best way forward isn’t “brainstorming” or “creative energy,” but chaos. It almost always ends with changing directions in the middle of a project or trying to do too many things at once.

Your creative vendors, like anyone else you work with, are most efficient when they are trying to accomplish something they understand, preferably with a stated scope, deadline, and end goal. The fuzzier any of those lines becomes, the more likely it is you’re going to end up with something that costs more than it should have, takes longer than it needs to, and doesn’t ultimately get your organization to where it wants to go.

Good Planning Leads to Better Creative Projects

This kind of thinking applies to websites, press releases, brochures, logo design, and virtually any other creative project you can think of. If there isn’t a consensus within your organization and creative team about what’s needed, and why, you’re going to have a hard time delivering something that everyone can be proud of.

It can be tempting to rush through the discovery process to get to the fun parts of marketing, which usually involve flashy logos and layouts. Help your organization to move forward by getting everyone involved in the direction for a creative project in a room to decide on the outcomes that are most important before it’s time to start presenting designs and mockups. It can take time, but you’ll get better results from start to finish.

SW Creatives in Washington DC is your expert resource for nonprofit marketing and branding. Contact us today to schedule a free consultation and see how we can help your organization grow.