In these challenging economic times, making your brand stand out from your competitors’ is key to your marketing success. Graphic design influences the way your potential customers think about your company and services – and whether or not they bother to think about you at all!
Many firms and individuals claim to offer “graphic design at competitive prices,” but do they really have that crucial understanding of your brand from a marketing perspective? Design has to do more than look good – it also has to know who your target audience is and what presses their buttons. You can only really get this kind of understanding from a design team that works as part of a marketing agency, such as PRG’s design studio in Eastbourne.
The starting point in design is your logo and visual identity, the entry for potential customers who are forming an impression of your brand. A poorly designed logo can do irreversible damage to your image. Logo design is an opportunity to build credibility, trust, and – in time – instant recognition. If your logo lacks visual impact, your audience is less likely to respond with a positive association. In contrast, an eye-catching logo immediately makes an impact and gains credibility.
Whether you are just starting out or re-evaluating your existing logo, you need to ask yourself:
- Who is my intended audience?
- How much does my logo say about my company?
- Does my logo stand out from my competition?
An experienced graphic design firm with a marketing pedigree will be able to answer all of these questions for you, offering you a design concept with reasoning behind it. A good logo must have longevity, not just follow the current trend, and must be scalable so that it works across all mediums.
Once you have your logo, you need stylish and professional stationery for all your business communications. Business cards, letterheads and compliments slips should all be consistently branded, as should marketing materials such as leaflets, brochures, exhibition stands and your website. All of these items need to follow the same rules, appealing to the types of people you have identified as your sales prospects.
One of PRG’s recent designs, Eastbourne Airbourne 2012, was displayed across Eastbourne in prominent positions such as bus stops, in shop windows, hanging from streetlamps and appearing on BBC television. PRG won the contract to graphic design the official Airbourne programme and supporting marketing materials for the UK’s largest seafront airshow in May, following a three-way pitch. PRG’s in-house design studio considered the target audience and created a patriotic design to appeal to the sense of British pride surrounding summer 2012.
When sharpening-up the way your company presents itself, have a budget in mind and discuss it with your agency. At PRG we can offer cost effective solutions for all of your marketing materials. It is worth remembering that good marketing collateral also needs to be written well, so it’s essential to engage the services of an agency with in-house writing skills.
Don’t underestimate the power of graphic design to communicate and persuade. To see how good design has helped companies communicate their message and win customers, take a look at our Graphic design case studies