After the global financial crisis most companies tightened their marketing spend. This meant that demonstrating ROI and cutting resources was front-of-mind. Thankfully we’re mostly out of that knee-jerk mentality and companies are starting to move away from ROI as being the only measure of their brand’s success.
In this post I’d like to talk about design. Good design can be a worthwhile investment that doesn’t necessarily need to cost a fortune, while having a significant impact on the perception of your brand.
For those of you that have looked through my website, you’d know that I’ve worked with designers for most of my career. I love good design.
Personally I love minimal and well-thought-through simple designs. I am that annoying person that asks a designer why they did something the way they did. I like designs to serve a purpose – a better and more enjoyable experience with a brand or product.
I also know when to step back. When you find and employ a good designer – a really good designer, you need to let them do their thing. They can’t do my job and I certainly can’t do theirs. You need them to understand your brand – what its origins are, what makes it unique, the feeling you want to evoke in your customers, what you stand for…. You need to equip your designer with the insights and enthusiasm that sits behind your brand and then let them be creative.
Working with a good designer is a beautiful thing. They can be radical or conservative in their approach, but the way you work together can be harmonious and provide huge rewards.
If you can establish brand design cohesion across all your marketing channels, packaging, website, architecture etc. your customers will feel like they really know 'you', and these visual cues will be constantly reinforced with consistently good design.
Ultimately good design – timeless, beautiful, cheeky, refined, clever, shocking, uncomfortable, simple – is unforgettable. So don’t overlook how important good design can be for your brand.