By: The Marketing Network  26-Feb-2011
Keywords: Web Site Design, Graphic Designer, Web Designer

The graphic designer’s job is to translate brand strategies and messages into visually appealing communication that connects with the intended target audience. Their creative efforts can make or break the communication. The best product, strategy, idea or copy can be ruined by bad design.

The grandfather of modern management Peter Drucker said that business was about 2 things and 2 things only; marketing and innovation. Graphic Designers have a vital role to play in both. Design is emerging as one of the most important factors in building business advantage. Amy ‘Fritz’ Fridlund from Research International states it perfectly: “Good design will inherently and intentionally incorporate insights and understandings from marketing.”

The design of a brand requires serious research and understanding of your customer and prospect needs, examination of what is being offered by your competitors and how those offers are being communicated.
Have you answered these questions and provided answers in an executable brief to your graphic designers? How many designers extract these questions from their clients? Not many, but our makes sure that The Marketing Network design team does this each and every time. this is an integral part of our process. We don’t cut corners, because you deserve the best possible return on your investment, otherwise your marketing will be just another expense which is unfortunately what it really is for most SME businesses. Likewise we expect that you deliver the best possible products and services to your customers!

The Marketing Network Solution:
The Marketing Network has a small internal design team headed up by . The team also works with a number of best of breed freelance designers.

Unlike the traditional agency structure that employs a number of designers in house, The Marketing Network can select the right designer for your job. Like other professions design has a number of segments and specialist areas; ranging from industrial and product design, through to packaging design, graphic (print) design, online and web design. Many designers also tend to favor or specialize in certain styles or product categories. The Marketing Network makes sure that our clients get the best design team for every job, every time.

For many small and medium size business owners, a graphic designer is the first port of call when it comes to marketing their business. A scenario we come across on a daily basis is one where the entrepreneur starting a business, realizes the need for a business name and basic business collateral; business card, letterhead, website, brochure, etc and they seek the services of a graphic designer. This hence becomes the critical point in the development of their business, not just their business image.

  • Do many graphic designers raise warning flags with their clients if their chosen brand name is unlikely to pass the trade mark application?
  • Do graphic designers explain that a properly ‘designed’ brand name can make an emotional connection with your audience, and help to build a brand that ignites the passions of your customers and propel itself through the world on its own, becoming a no-cost, self-sustaining PR vehicle?
  • Do graphic designers check that the brand name achieves its key objectives:

– Differentiation from competitors – Reinforcing a unique positioning platform – Creates a positive and lasting engagement with their target audience – Is unforgettable – Provides a deep well of marketing ideas and advertising images

  • Do graphic designers stop their clients and ask them for a Positioning Statement (a creative interpretation of the business USP – Unique Selling Proposition) which in most case should form part of the logo?

Of course these questions are not the expertise of most graphic designers or design studios and not really their job. It is the job of the clients’ marketing people (in a small business it is the owner) or their marketing agency or consultant. The Marketing Network’s truly integrated team of marketing communication specialists makes sure that the following questions are asked, checked, debated and agreed upon before developing the right solution for your business:

  • How can the design better communicate the personality of the brand?
  • How can the positioning of the brand be enhanced through visual communication or
  • How can the brand experience be enhanced in store or on the website using visual cues that make decision making easier?

You really do get what you pay for, so think twice before “ordering your logo and collateral online” or getting your cousin’s brother to do it for you. think about how you and your company will be perceived by your target audience and whether the design you get will give you an advantage over your competitors or will it make you look like a one man band!

Keywords: Advertising Design, Advertising Logos, Brochure Design, Business Branding, Business Logo Design, Custom Web Design, Custom Website, Custom Website Design, Graphic Designer, Logo Designer, Professional Web Design, Web Design and Development, Web Design Company, Web Design Services, Web Designer, Web Designers, Web Page Design, Web Page Designer, Web Site Design, Website Designer, Website Designers

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