Brent Niemuth, President & CCO
Design is an investment, not an expense. Let’s get that on the table right now. I’ve witnessed far too many companies say, “I’d like to upgrade my design, but I just can’t afford it right now.” They view it as an add-on. Something that would be nice to have someday. And far too many companies view design as window dressing, something that the kids in the creative department do to make things look nice. Typefaces, color palettes and Photoshop effects.
Design is not a department. It’s not a mysterious creative endeavor that only contributes to 20% of the success of your marketing efforts. Design is not a set of rules that you follow to improve the effectiveness of your marketing materials. I’m talking about design as a business strategy. A philosophy. It’s a way to beat your competitors at their own game. Oftentimes it’s the ONLY thing that can separate your brand from the sea of sameness.
According to Inc. magazine, “The value of design is no longer a mystery. It has been quantified by analysts, case studies, and the market. When fully embraced, design permeates every aspect of a product and its company. Good design levels the playing field and gives you an unfair advantage to compete against industry incumbents with huge marketing, advertising and R&D budgets.”
If you still have doubts, consider the success of brands who have embraced design at the core of their business strategy. Apple, Warby Parker, Airbnb, Nest, Target, Tesla, Dyson, Square, Starbucks, Nike, Ikea. These brands are kicking ass and taking names. And the list goes on and on. According to all of these CEOs and founders, every decision these companies make are driven by their deep belief in design. Not just aesthetic considerations but the total impact a perfectly designed experience can have on consumers. People WANT good design. If it’s offered to them, they’ll choose it. Unfortunately, most companies haven’t figured this out.
I get asked all the time, “how can we evolve our brand to appeal to a younger audience?” First, start with design. Chances are, your brand looks old and dated. People are judging you based on what they SEE. Consumers will make a decision about your brand within the first seven seconds of encountering it for the first time. Doesn’t matter if it’s your website, your store, an ad they saw or the catalog they just received in the mail. You are what they see. First impressions matter. Why aren’t Millennials attracted to your brand? In part, it might be because of how it looks.
Design is the best way to combat competition and stay immune from commoditization. You’ll never win playing the cheaper-faster game. There will always be someone else cheaper and faster (hello, Amazon). So if you have a limited budget and are considering where to invest your dollars (that shiny new email software looks pretty cool), I would suggest you start by upgrading your entire design experience. Because if you don’t, some young upstart brand who values good design and has invested in it might come along and pass you by.
The days of design as an afterthought—a questionable expense—are gone. The brands who are winning are the ones founded on design first. That’s right…FIRST. Everything else follows. The good news is, it’s not too late to join the game. The bad news…everyone thinks their design is just fine.
If you need help assessing your brand’s design or would like assistance in upgrading your overall design experience, send me a note at brentn@jschmid.com. I’ll be brutally honest.
Tags: business strategy, Design, design experience