Client FAQ on working with SmashBrand

Our client primer on all things SmashBrand will give you all the answers to all the common questions we are asked on a daily basis and it also is a great read if you plan on working with SmashBrand soon or deciding if we are a good fit for your project. You will also find some great tips and terms we use.

Before we begin let us take stock

Understanding the scope of your business and its assets before you start a project is a must for any client. It also helps the designer/branding company quote your project more accurately and lets you understand the value of all the parts needed for a successful brand, website or marketing campaign.

Here at SmashBrand we value good communication above all else so we have put together the following FAQ to help you get into our head space and hopefully give you some insight into the SmashMethod.

• Q: What are brand assets?

  Great place to start! Brand assets are things like: Photos, logos, artwork, product renders, existing copy, etc. They are the core with which you build a website, marketing plan and campaign around. Without a good set of brand assets any project you attempt will have a shaky foundation. At SmashBrand we like to create Master Assets first, before we tackle any project. Doing this not only saves you money and time, but makes for a seamless work flow and better results.

• Q: What are these Master assets and how do they save me money and time?

  Well you know what an asset is, so think of a master asset as the most valuable version that more assets will be based on further down the work flow.

  Master (m) - Masters are production based Art & Copy files/documents that are derived from Production Templates. They are designed to save time and money. They also give consistency & accuracy to the work flow and production deliverable assets.

  A great example would be a brand/logo. Your master Brand or mBrand as we refere to it is your logo created in vector with all its needed versions (straight black, block color and rendered version). Your logo goes on everything from business cards to print, to your website. Now imagine if there was a mistake or if you wanted a change to your mBrand. That is going to be a significant change to a lot of material and at great cost as well. All your assets are interconnected and rely on each other. It is vital that you understand the order of the work flow they are in.

• Q: How does having a good logo make my website better?

  All creative is only as good as its parts.

  For example - you have a logo designed by your friend from 10 years ago and now your company needs a new website, no matter how nice that website is your dated and badly designed brand will bring the design down - or in most cases the designer will start with your brand and work up the design from there. This will lead to something that you are not happy with and you won't know why.

  When a client asks us "Why doesn't this look as good as your other work you did for that client" - we can most times point to the fact that the creative is built up out of parts of your brand assets so naturally it is only as good as its weakest part.

• Q: So you need to redesign everything I have - sounds VERY EXPENSIVE?

  No, not all the time. But look at it this way. If you bought a house and wanted to renovate your kitchen and you had a contractor come in and quote the job and he said you have two choices.

  1. 1) I can plaster over all the problem electrical, plumbing and structural with a nice coat of paint and you will be happy for about a year till it all starts falling apart for a cheap price.
  2. 2) I can gut it to the studs, build it out properly so that when it comes time to add on a second story to your house you will be able to AND you will have the confidence to know that you can build on to strong foundations for later.

  Your brand is very much like a house in that you are continual adding on to it in the form of print ads, websites etc so you are naturally going to want to start with the strongest and build from there.

  SmashBrand is like the perfect contractor. We are not only here to build but to inform give you options that fit your budget and vision for your brand.

• Q: Which assets are the Core Assets?

  The core assets are the most important and are what 90% of all other things you will do will be based on.

  • Master Brand (mB) - An illustration file that houses all the brand logo, tag line and elements for a client line in vector format. Usually one of the very first thing created.
  • Master Art Work (mAW) - Think of it as the movie poster to the brand. Usually an illustration file (.ai or .psd) that is created by the Creative Director and contains Smart Objects like: Logo, tag lines, Product renders, background design and other elements. It is the base for all production work to created from. It is the fastest and most accurate way to approve a brand look and direction. It is updated through out the process and also provides a central source of elements that the design team can pull from.
  • Master Copy (mC) - Think of it as the script to the brand. It is a document that contains all the relevant marketing copy that a product/company will need in its many forms: Package, web, ad, etc. It is a vital first step in the production process.
  • Master Package Design (mP) - is the illustrator file that has all die lines and packaging artwork. It can also contain an entire line of package designs. The file is built using Smart Objects so that cross line elements are all linked for easy and fast changes.

  Of course there are many levels of Master files and here is why . .

• Q: Top 5 reasons to start with master Assets

  
  
  
  1. 1) They help you understand where/what you are seeking visually
  2. 2) Cut down on costly revisions and changes later down the work flow
  3. 3) Provide a bullet proof template for the designer as new projects are added
  4. 4) Built to be easily used in a multitude of design situations.
  5. 5) Creates a communication & understanding between you and SmashBrand that is crucial for a long and successful relationship.

• Q: What is the order in which these assets need to be created or established?

  Great Question! Before any project is started we need to know where it sits in the asset order. Here is the typical order in which assets/projects should be started.

  • 1) Master Brand (mB) -
    Creating logos, word marks and Tag lines for the project. This can also include brand naming and should include a check on the URL availability of a corresponding domain name. If there is an existing brand or logo it should be exaimed to make sure it is designed properly and if it requires any tweaking to enhance it.
  • 2) Master Art Work (mAW) -
    Creating conceptual designs, mock ups and determining a locked down look and feel that all will be used down the line. A master artwork files is made with approved elements that will be later used.
  • 3) Master Copy (mC) -
    Gathering all existing copy and reviewing it to make sure it is accurate and representing of the brand and artwork just created. If not then it should be redone or created. The copy should then be read, proofed and approved by client before proceeding further.

  Why do it this way? - Well if you needed to design a website, print ad and brochure for a product all of the above master assets are in each. So if you had them all done and approved you could have them all made at the same time without any fear of them not looking the same or having the brand represented inconsistently.

  It also cuts down on the approval process since the base of the artwork and copy have been created and approved, you can focus on the implementation of each part.

• Q: Why are those mAsset files not included if I ask for a website or print ad?

  There is an immense amount of planning, work and effort that go into creating master files for the client and for SmashBrand. You should easily be able to see that they have great worth and value.

  Now that is not to say that if you ask for a website you need master files or that we would just drop in your existing assets without a second thought.

  Its a process of understanding where you are and where you want to be. Most times when we are asked to quote a project, we end up in a discussion with the client on how to make them better and where we can improve them rather than the cost of a particular page.

  SmashBrand is not looking to quickly knock out mediocre work with no real value for the client. We want you to achieve long term success and to do that you need to invest in your assets and your creative agency for the long term.

• Q: Why have you choosen to work in this method?

  Communication is the key to working successfully and non so more than working with SmashBrand. We have over 30 years combined experience and have tried working with clients in many different ways. Our current approach of Smashing down the bad first before we build anything new is done to deliver the best end result.

  We use this work methodology because that is what is needed to make a strong long lasting brand or project. There is no magic filter in Photoshop that makes your design awesome or a stock library that has all the photos you need for $5. Nor can you just copy/paste what your competition is doing and expect the same results.

  Unlike most others we are not here to take your money and run. We want to make your brand strong and that takes time, patience and endurance to be there as you grow.

• Q: I don't want master files, I just want a website but I want it to be amazing?

  That is somewhat of an oxymoron. Your website is only as good as the content it contains. Sure it can look flashy but in today's online environment flash only gets you so far. Users demand content that is relevant, meaningful and accurate.

  A website has become the most important piece of marketing material you can have. I can't count the times I have not used a company or bought a product based on the website.

  You ask for an amazing website, As the designer I ask you for the assets needed to fulfill that vision. Where are the top notch product photos, or 3D renders and where is the copy that fits the style and tone of the artwork. If you provide the designer with crappy low res photos, copy from a 5 year old brochure and logos that are scanned from a word document you can imagine what kind of site you are going to get.

• Q: I can't afford SmashBrand or Can I?

  Of course you can afford SmashBrand! Every project can be broken down into stages that fit your budget. We like to give you the tools, assets and means to achieve long term brand success rather than short term hype. Knowledge is worth more than any creative and we can give you that for free as long as we work together.

• Q: How much does all this cost?

  That depends on many factors. If cost is a major concern we suggest you give us a call and within 10 minutes we can throw you some ballpark numbers and see if SmashBrand is a fit for you.

• Q: Why do you ask me for a ballpark budget, I want you to tell me so I get the lowest price?

  We ask for your ballpark budget for a few reasons.

  1. 1) It saves time asking you what you want to spend VS us quoting something outside your range
  2. 2) It lets us suggest solutions that fit your budget
  3. 3) We don't go head to head with another company competing on cost, that only results in crap work.

• Q: How can I save money while getting top results?

  SmashBrand loves saving you money, and using your resources wisely is the key. Here are a few things to do to save some dollars:

  1. Asset Pull - Start digging though your hard drives for all the High resoltuion photos, graphics and copy
  2. Communication - Know what you want and use the correct terms. If you don't understand a term we may use ask us what it means, we love to impart knowledge becuase the more knowledgable you are the better the results!
  3. Feedback - Providing feedback is great and when it comes with suggestions or specifics that really speeds things up! - telling us "I don't like it" is not very usefull, but if you tell us "I think the orange used is a little light maybe try something like this www.lookatthissite.com" that is GREAT!
  4. Providing a single point of contact - Giving Smash a single person to deal with is ideal for speed and cost savings.
  5. Personel resources - If you have a design team, or personel on your end that may be able to help with grunt work, asset gathering or data input can save a lot!
  6. Don't rush it - The worst thing you can do is rush a project to meet a unrealilistic deadline, it results in mistakes and costly reworks.

• Q: I gave you hundreds of photos, why are you telling me that only 10 are good?

  Well to be honest maybe only 10 are good. Many times clients will provide us with a DVD of hundreds of photos which they have accumulated over the years which is a great thing and it's always great to work with more content. But there are many times a photos is not usable for these reasons:

  1. The model has there head, body or feet but off in the shot
  2. The facial expression or pose is awkward or not attractive
  3. Multiple copies of the exact same shot
  4. Lack of variety in terms of model, locaiton and subject matter
  5. Resolution is not high enough

• Q: Is it cheaper for you to fix my site/logo/package design or build a new one?

  No, it is not cheaper. We have found that is in fact more costly working with bad assets. We would rather create from the ground up.

• Q: I love what you did for clientX do that for me at half price?

  No. We are not thieves. Our value is in our ability to create NEW work that fits your brand. If you are asking that question take a look at the assets that company has taken the time and money to create to attain that level of desire and lets start a discussion on how we can start creating something better!

• Q: I need an ad designed for 5pm today can you do it?

  Yes. For a very large Cost. But we don't think its fair to our exhisting clients to take on work that will affect thier projects timelines.

• Q: Why are your lead times so long I need it now?

  We are in demand and have usually have a very large workload. Add to that our philosopy of quality over quantity and you should have your answer. Remember when you are a client and we are on your project you have our full attention and focus. And you can have it now - if you told us 3 months ago that you needed it today.

• Q: You said my project would be done by now, why is it not completed?

  Deadlines are estimates based on the requirements of the project. If the reqirements change or new features are added to the project then that deadline has now changed. If you have a hard deadline that can't be missed then expect the pressure on us and you to be increased as well as the costs.

• Q: 3D Product Render VS Product photoshoot?

  SmashBrand has 3D capabilites so naturally we prefer to build assets in 3D so that we have utmost control of that product from a visual standpoint. It also is invaluable when we are designing a new product for visualizing the design, changing an angle for a specific ad or needing a ultra high res for a tradeshow banner.

  Does 3D cost more? - That depends. How many photoshoots would it take if you changed your label 5 times? In general the upfront modeling of the product and initial renders may be more expensive that your traditional photoshoot but the longterm cost savings of having that asset on hand are well worth the additional costs.

• Q: CMS VS handcoded pages?

  When you build a website you need to consider many factors, one of which is how content will be added and updated to the site. At SmashBrand we take the time to carft pages that deliver great SEO, dynamic visuals and clean yet exciting copy. Can you acheive this with while having a CMS that a client can update with tons of flexibilty. No. The more you want to be in control of every aspect of your site you have to give something up, and that is the look of the page.

  Take a blog post. Its very simple and most blogs look exactly the same. Title, photo and body copy. Of course the site can be red, or blue or have fish dancing while smoking cigars. But if you had 50 posts - they would all have a title, a photo and body copy. So if for instance you wanted every blog post, or news story to have the same layout then a CMS is perfect for you. But what if you are talking products and each one has unique requirements. Can a CMS do that? - no.

  How do I know what pages need to have a CMS? Ask yourself how many times a year would you update the content on that page. If its more than 12 times a year then we need to design a page that can handle content that can be updated in that manner.

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Clients talk SMASH

• Bigger & Badder!

  "the latest re-launch of the AX website exhibits the height of creativity and professionalism of the SmashTeam. You guys have done an excellent job of managing the entire creative process "

  - Anabolic Xtreme

• SmashBrand ROCKS!

  "They have been great to work with. Quick to respond and patient...they've gone above and beyond the call to help us get our new distribution package launched. The new logo and website look amazing and the rich content music player totally kicks major ass!"

  - Red Friday

• Industry Pros

  "I have used many designers and design firms over the years - but never have I seen such brilliance & professionalism in a large scale brand launch with so much being asked of them."

  - ThermoLife

• Holy sh@t!

  "these guys are unreal . . the creativity they have is truly unmatched. Smash brings it everytime and continues to blow my mind. I will never use anyone else!"

  - Ergogenics

• Expect only the Best

  "I expect only the absoulte best in quality, creativity & speed when I start a project and SmashBrand exceeds what I thought was possible. Very rare indeed!"

  - Walker Hall

Let's Smash Something Together

We get a lot of emails and calls from various clients, job seekers & those who are just curious and we welcome all contact. Give SmashBrand a call today to start SMASHING.

SmashBrand LLC.  /  4410 N 3175 E, Eden Utah 84310  /  T (888) 819-5639  /  @smashbrand.com