In many small businesses (and some big ones), marketing design is often an afterthought. It’s often something that is done at the end of the day, when and if there is time and budget left. And it is often done reluctantly, and often hastily, in order to keep costs down – and it often shows in the end result.
What is interesting however, is that same marketing design is usually the FIRST thing that a prospect sees that will begin to influence their preception of you. And if its not compelling and engaging, it can be the LAST thing that a prospect may see of your brand if they decide to take their business elsewhere.
Quick - look at your clock on your computer. What time is it now? Already today you may have had several prospects exposed to your marketing and design - without you ever knowing it - because they didn’t become an actual LEAD. They were not compelled enough to respond to your calls-to-action, to pick up the phone and speak with you, or to fill out a web form for more information.
That is exactly why your marketing design cannot be an afterthought. Your visual branding is working (together with your copy) to influence the prospect when you’re not able to be there to do it yourself. When you’re sound asleep at night, your website isn’t. It’s wide awake 24/7 making whatever impression, good or bad, that it is making. Every print ad you publish, every business card you leave behind, every postcard you mail – has to stand on its own and SING your story, not just speak it.
Especially if you're a small business, your design indirectly serves as the sales team you don’t have, the marketing team you can’t afford, (and in some ways) the PR agency you wish you could leverage – it’s perhaps the smartest investment a small business can make.
So as for all of that business strategy and product positioning that you spend hours scribbling on a markerboard – if you don’t also apply that same passion and strategic thinking to where the rubber meets the road – the branding experience – then you’re not thinking and seeing your brand as a prospect would. Think like a prospect by taking the same path that they would take through your branding experience – from the outside-in – and design accordingly, with the same passion, strategy, and attention-to-detail that you do in other areas of your business.
Maybe we can help.
Click around our site here and see if you pick up a good vibe. If so, the next step is to call us at (240) 575-3680 or ping us via email at email@example.com. We'll get to know each other, and if philosophies match, we might decide it makes sense to work together.
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