Time after time I have encountered businesses that arrive on the doorstep with a set of unaddressed, but specific, requirements that have not taken into consideration the core problem/s that face their business. The integration of design in a company’s business strategy and the orchestration of its manifestations are crucial to its success.
A problem many SMEs face is that of understanding that they may not have the in-house time or expertise to effectively assess and orchestrate the diverse, brand-led requirements of their business. It’s important to emphasise that not all businesses require a product or service turn-around, but it’s imperative that fragmented brand communication is not seen as a cosmetic or a panacea that will solve marketing issues.
Think of the wider brand expression journey as a circular building with many doors, each brightly marked with something different – new product development; print; advertising; digital; PR; word-of-mouth; media; social media; tone of voice; and so on. Inside the brand expression building is a hive of separate activities. Which door is to be knocked on first? Knock on any one of them and the direction of your brand will most possibly be led by the specific expertise of the company behind the door.
Starting out with a shopping list of say, ‘We need a logo’ will take you to the door of a logo shop. The reality may well be that what is actually required is perhaps a PR/communication plan or a review of a product or service range, but a logo shop will sell you logos. Logo-shop4U has a hungry team of logo designers baying to be fed and that’s exactly what you’ll get. A logo, not a joined up plan of action.