So… what is it you do again?
It never ceases to amaze me that people have absolutely no idea what a designer does or, rather, can do for a business.
Wait. let me correct myself…
It’s not what they don’t know that surprises me more who doesn’t know.
I recently met with the owner of a company who’s impressive resume was getting bigger and better by the week. Her client base was slowly solidifying. Not one to rest on her laurels, she was being bothered by a nagging feeling. Things weren’t happening fast enough.
She was lamenting her company’s inability to quickly seal a deal. Competitors that didn’t have anywhere near the level of expertise and range of services she offered, were gobbling up bigger and better clients and it was rumoured for far more money. Blue chip companies were dismissing her services quickly after her team gave their pitch, it seemed.
Having heard what she did before, I thought I would ask her to take me through a routine presentation and her leave-behind materials. What I got was a painfully arduous explanation, and confusing language that would certainly turn off potential clients. Blowing a company away with impressive statistics and case studies was the norm, but when the time came for Company X to budget for something they couldn’t explain, things fell apart. Badly.
“So,” she turned around “I’ve never really understood what it is you do.”
Design can be a tough discipline to explain which is why I’m not entirely surprised everyone doesn’t know what a designer does but everyone’s got a good elevator pitch, right? So, I started into mine.
I told her simply: “I help companies communicate”
She was taken aback. She thought I was a graphic designer. Not satisfied with my answer, she said “How?”
“Well, for example,” I continued, “a client might come to me and say ‘Anthony, I’d like to tell people about my new product, but I’m not sure where to reach them, how I should speak to them, and what best way to visually represent my product, so they know i’m speaking directly to them.”
Suddenly, it all became clear. You could almost hear the electricity run up her spine and charge the bulb in her head. Not long after, we had ironed out a plan to overhaul her communications package and restructure the way she communicates with clients.
I had heard this type of story before but it really hit home when her plight became apparent. A powerful woman and successful executive had been spinning her wheels for some time all the while she had only thought of ever contacting a graphic designer for a logo. A direct mail piece and website? She could build it herself and that she did (potentially causing irreparable damage to her brand and what it stands for along the way.
There’s really no telling if she’ll get a foot back in the door of the companies that opted to go with another company, but there’s always hope for the next company, and with that, a fresh start.
Had she used a designer to help organize her thoughts and create impactful visual materials that could briefly explain her services when she wasn’t there, she and her staff would have the added confidence of communicating a clear, concise message, and the added security and trust that a well managed and powerful brand offers.
In truth, designers are equal part communicators and organizers. Visual communication only being a portion of a much broader spectrum of skills. I sincerely feel design is gaining more importance in the business community and companies are finally starting to see designers as more than just logo creators and beret-wearing fine artists. It seems more and more executives and small businesses are seeing the value of professional design and are relying on a designers’ expertise for business strategy (i’m not even entirely sure “graphic designer” is an apt enough title these days). A great overall communication and branding strategy is essential because working in tandem they speak for your company when you’re not able to. If they don’t work… they can do irreparable damage by sending mixed messages and tarnishing a company’s image.
The thing that most strikes me about the whole situation is that business owners and executives should be on top of all things related to the optimal operation of their company. Communications being one of particular importance. Executives, especially, should be looking for any competitive advantage and to streamline their messages any way they can. Savvy business people will tell you that the perception of a brand can alter a consumer’s purchase decision. Knowing how a designer can help creatively organize and communicate beyond creating attractive graphics is a great first step in making sure your brand is working hardest for you.