While a great story and a visually impactful design are key to a successful brand identity, there's an underestimated part of the process that rarely gets the credit it deserves – good feedback.

It's a tired old stereotype that designers hate receiving feedback. And it's not helped by the fact that many clients also struggle to give it. While "I like it" or "I don't like it" help on a basic level, the very best projects come from thoughtful and considered feedback that constructively improves the outcome.

So the next time you're giving feedback to your design agency, here are a few tips that might help.

Live with it

Print it out, stick it on your fridge and see how it feels after a day, after two days. That's why we always allow for a few days for your feedback, and don't ask you to make a decision immediately.

Know your audience

What works best may not be what you like best.

It can be difficult to separate your personal tastes from what the visual identity of your business should look like. It's important to put yourself in the shoes of your customers and consider the communications from their point of view.

Align all stakeholders

Let all decision-makers weigh in before revisions begin, and internally align before going back with your comments. Conflicting feedback will only lead to a confused and messy outcome.

We recommend sharing work with your trusted inner circle who know the project. If you show work to twenty different people who don't know what you're aiming to achieve, you're going to get twenty different opinions. Trust your instinct.

Tell us why it's not right, not how to solve an issue.

We totally respect that you're the expert in your business. So if you're not happy with something we've presented then tell us why it's not helping towards your business goals. Try to be as detailed as possible with your reasons. The more you tell us, the easier it is for us to find smart solutions.

Then let us find those solutions, because we're the experts in branding and design (and that's what you're paying us for after all!).