Business Number 1 is decked out in a magnificent tower of dramatically dazzling headgear.
Business Number 2 wears an equally stunning hat in more classically elegant lines.
Business Number 3 has a paper bag over its head.
1 and 2 are attracting all sorts of positive attention. 3 is hiding its light under generic grocery brown. What happened?
The difference is in the design.
As a small or start-up company, it’s easy to conclude that personally managing your own branding, online presence and print marketing will save you a bundle. Because it will… up front. But at what cost to your future?
The gift of the true entrepreneur is to think in terms of future value. And this is where a graphic designer can help.
Businesses 1 and 2 have recognized the value of working with a professional designer to create an image that draws eyes and interest. Their designer helped them build continuity across all marketing to make them memorable and instantly recognizable in a crowd. Their designer also helped them express the personality and culture of the business with unique marketing materials. Their ads visually and psychologically target the right audience. Their message comes across with clarity. Their branding suits both who they are now, and who they want to become.
In short, they’re wearing some pretty cool hats.
Business 3, on the other hand, presents generic marketing messages that are muddled and non-representative of the business. Its designs are unprofessional and make the business appear unprofessional by extension. There’s nothing particularly memorable about its ads. Its branding is non-existent.
For all intents and purposes, business 3 has pulled a paper bag over its head.
Understand, professional doesn’t mean cold or corporate. In fact, it takes ingenuity, expertise, enthusiasm and warmth to create marketing materials that intrigue, attract and build empathy and rapport.
Just as books are judged by their covers, business are judged daily by the marketing “hats” they wear. You hire professionals to prepare your business taxes, manage your legal contracts, replace the roofing, install your security system, ship your products and protect your profits. The all-important image of your business deserves the same professional treatment.
DMT Challenge of the Week
Look through your 2011 marketing materials – logos, ads, websites, posters, etc. Challenge yourself to view them from a potential customer’s perspective. What kind of message are you sending about your business, your level of professionalism and your expectation of success? Is there a consistent style across your materials?
Compare your marketing to your competitors’. Is yours distinguishable from theirs? Is your branding unique enough to not only be memorable, but to attract more attention, as well?
Now compare your marketing to a company in your field that’s at the level of success and profitability you ultimately want to achieve. How does yours measure up? Is your image holding you back, or driving you forward?
Ready to ditch the paper bag? DMT can design your business to the next level:
Dawn M Tomczyk | DMT Artistry LLC | 810.923.4582 | firstname.lastname@example.org
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