Are You Trying to Impress, or Drive Growth?

Are business's that don't have award winning logos missing out on opportunities?

The answer is probably not.

There's an underlying problem that affects parts of our industry where design is sold as a nice to have luxury rather than what it should be, a hard working tool that positions an organisation, communicates it's values and attracts the target audience.

When making communications decisions you need to be mindful of the following:

Are you trying to impress, or impress upon your audience a point of difference that will serve to drive growth?

Branding is not all about visual design.  Depending on your product, industry and strategy, what you say and do (actions) may far outweigh the need for slick visual design that may in fact slow you down.

Communications need to work with strategy, not separate from it. 

Bring brand and strategy together to ensure that the decisions you've made at an executive level are not contradicted or wasted through poor communications.

© Hamish Chadwick, Image Substation 2009