It’s not arty-farty. Design is the process that makes things work better for your audience; it ensures their needs (and therefore yours) are met by creative output.
We make sure we hit the mark by understanding four critical areas:
1. Your audience’s Context
2. How you can show Compatibility
3. Whether your Capability answers their needs
4. How you can demonstrate Credibility.
With a good grasp of these four areas we can make informed design decisions and create all kinds of compelling visual materials from identities to adverts and data sheets to websites. So whether you’re addressing investors, prospects, employees, shareholders or customers it’s important to begin with your audience’s context…
Starting the design process with your audience always makes sense. What might your customers (and potential customers) think about your product? How do they use yours and similar services? Do they know everything that you offer? What difference can you make in your audience’s lives? What have they tried before? What are you doing to draw the right kind of customers to you?
Questions, questions. We’ll ask these questions and more of your business and your customers in order to get to the heart of what should be communicated to whom.
Demonstrating how much you understand your audience, as well as their context is important. Show them that you see life the way they do. Help them see how well you will work together, develop a rapport. What is it about the way you do business that will appeal to your customers on a day-to-day basis? What are the lengths you go to, to ensure that your customers are happy?
This is about setting the tone for an on-going relationship.
“It’s inspirational! What you’ve done has changed the way we do business. We are living what you’ve done… this is the blueprint.”
Henk De Villiers Ferreira – Kingsley Café
Show your prospects what you can do for them. Reveal the value that you bring your customers and use language that they’ll actually understand. Yes you need to demonstrate what you can actually do, but don’t lose sight of your customers’ bigger pictures.
The chances are that the service you provide only helps your customer overcome one of many challenges. Be mindful of how you might combine your offer with that of others for the good of your customer. Your customer will appreciate your interest in them and you’ll forge relationships that might just help you compete too.
Help your audience believe in your business. Let people see how they will benefit from using you. Highlight real customer successes to show your worth to others. Above all, show people what you want to become known for, what there is a good market for. Take steps to positively influence your brand.
Of course, not every piece of communication will warrant this level of thought. But once you have an understanding of all these issues you will know your customers better and it will help you write a much clearer brief for your designer, saving you money and frustration in the long-run. That’s a win, win. And don’t forget that Positioning will help ensure that your communications reach the right audience in the first place and remain consistently valuable.
To find out how your business can get its story straight, communicate clearly with its markets or simply build a brilliant brand all you need to do is ask.
Email us or give us a bell in the studio and let’s talk:
07806 637 587
“Brilliant brands are built on remembered experiences influenced by Products, People, Processes, Positioning and Presence.”
Read more about Branding…
“It’s the key to helping your business do more of what it’s good at, for customers that value it…”
Read more about Positioning…