For many brand marketers, design is an afterthought. That’s because most (tech) brands are started by founders who likely had tech or business backgrounds, who were focused first on building and selling a product/service and attracting customers.
Building a strong brand is crucial to attract those customers, yet many people overlook how valuable design is to building a strong brand, especially in a company’s early days.
Additionally, when it comes to visual design, most marketers aren’t trained in it. They’re not thinking about what their brand looks and feels like from their customers’ point of view.
This is a common problem: Customers are the most important part of marketing, but they’re often one of the last components a company thinks about. The thought process is all too often:
- What do we want to build?
- How do we want to sell it?
- Who do we want to sell it to?
That sequence has ‘uphill battle written all over it.
If your product and your brand are remarkable, you won’t need to do any marketing.
But most brands aren’t remarkable—yet.
How do you build this type of brand? Concentrate on a specific problem (a need or want) your future customers are facing, then find a way to convince them that your services or products represent the best possible solution.
Convincing means communicating, so to figure out how best to communicate that you are the answer to their desires, you need to do one thing: Think like a designer.
How do designers think?
Designers are trained and experienced problem solvers. It’s what they do day in, day out.
Designers are taught to think conceptually. They’re able to see opportunities and creatively connect the dots; they’re able to take an early idea and develop a plan (and often, execute) to turn that into a reality.
Designers are always thinking about the end-user experience. They know how to make things easy to follow.
Designers care deeply about brands and brand integrity. They understand better than others what it means to be off brand and on…
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