All too often small businesses haven’t got very big budgets when it comes to marketing and shy away from advertising agencies and marketing companies.
Now before this article sounds like an anti advertising/marketing advert let me say that they too have their part to play in whole creative process. Sometimes the large projects these companies get to work on can create some inspiring and very inventive pieces of marketing, which can’t be achieved on smaller budgets. But consider these pieces of work in a trickle effect, which in turn not only acts to raise the profile of the company, but also inspires other designers to raise their game.
So let’s get back to helping small businesses.
Think of designers as solution providers. Apart from designing for print or web we have had to embrace all new media and have a far wider knowledge of marketing than ever before.
The Design Council has long since recognised the need for design to be used in all areas of business and that there are tangible benefits to those businesses doing so. Mat Hunter, Chief Design Officer, Design Council explains:
“Perhaps the most obvious attribute of design is that it makes ideas tangible, it takes abstract thoughts and inspirations and makes something concrete. In fact, it’s often said that designers don’t just think and then translate those thoughts into tangible form, they actually think through making things.”
Instead of approaching a designer to design a new website or brochure, brief them on what it is you want to achieve, be it increased sales or media exposure. Let them come up with solutions for you to choose from. This dialogue should help you shape your expectations and concentrate your focus on how your business is placed.
Don’t forget always choose a designer who you feel you can create a good working relationship with, as the better they know your business the better the advice they can give.