When times are tough or uncertain, it is tempting for businesses to see design and marketing as discretionary rather than essential, leading them to cut their creative design budget. Marketing Aspects Magazine interviewed Kate Fox of Fox Graphics Design who explains how this short-term thinking can prove a costly mistake in the long run.
Strengthen Your Brand
“What are you telling your customers and how are you telling them? Your brand should say important things about your business and your values. If you cut back your communications, if you fail to keep building your brand, what message will this give your customers?”
“If the future is looking uncertain, if the ground under your feet feels shakier, then this is the time to strengthen your brand and keep it visible.”
“Think about your clients and customers. If they feel uncertain then they need reassurance. How you present yourself can give them this. Also, what about potential customers, people who, in uncertain times, are looking around for the right deal? How will they find you if you’re not marketing your brand because you have cut your creative design budget?”
Look Forwards, Not Back
“Don’t circle the wagons, up your game. You can maintain your own optimism from the momentum of your marketing activity. A company’s lifeblood is new business and your outward-facing marketing and advertising is how to find it.”
“Finding new business can feel like hard work, a real slog and nerve-wracking. But if you build your brand and market it effectively, this can do a lot of the hard work for you”
Kate Fox, Fox Graphics Design
“Uncertainty is also an opportunity. If others are cutting back on their marketing then make your mark by being that much bolder. Making the right decisions now about your creative design and marketing means you can be ahead of the cycle, with a crucial competitive advantage.”
Keep Your Designer Close
“Making creative design work for you means working closely with a designer, so that they can really understand what your business is about, and help you build and market your brand on this understanding.”
“We’re more than hired guns and troubleshooters, because we can bring a fresh perspective to your business, gained from a keen insight into what you’re about, and, critically, where you want to take yourself.”
“When it comes to the bottom line, good creative design is a sound investment. And a good designer will help take the weight off your shoulders, offering the kind of essential support and guidance to help your business advance, whatever the circumstances.”
If you would like to build your brand, or market it more effectively, please contact Fox Graphics Design on 07927 131600. Alternatively, to see some of the creative design work that they have done for other businesses, please visit foxgraphicsdesign.co.uk.