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As a business owner, you spend a lot of time figuring out how to talk about your business and sell yourself to your prospects and customers. When you invest in great graphic design, you not only enhance visual communication, you portray your company in a way that sells you and helps maximize your success.
Credibility Think of some of the more well-known brands and what they say to you. The Nike swoosh, the Apple apple, or the Starbucks siren. While these are all different and convey different personalities, they are all memorable and offer a clean design. They all have clean lines, look professionally done, and have become a symbol for status. A second-guessed logo or a messy website design gives a sense that your services will be too. The more you appear professional and reliable, the more reliability and trustworthiness you are illustrating. Personality All your graphic design should convey a sense of the personality of you and your company. For example, a law firm that focuses on high-end cases will have a different look and feel than an up-and-coming tech company. While these are different, they can both convey a message that makes consumers comfortable and responsive. Along with this, people who understand your personality and connect with it are more likely to invest in your mission or service. Color Psychology This is a fun one to add and something that most graphic design firms really think about when designing new branding pieces. Green is usually environmental or money. Yellow is warmth and happiness. Purple is more royal, sophisticated, and expensive. Deep blue is corporate and conservative. These are things to consider when designing a new brand or expanding the colors you use at your company. The bottom line is the more professional your graphic design looks, the more people will trust you and your brand. The more they trust you, the more they will recommend you to those with whom they come in contact. That will eventually lead to your brand symbolizing a certain status, and if you want that to be one that has a higher bottom line, think about what that brand should look like.
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 Printed marketing and sales materials play a crucial role in securing customers for your business. Unfortunately, too many businesses use the “set it and forget it” method of creating collateral. While some pieces can be used for a while without trouble, others might quickly become outdated. We rely so much on our websites and social media that sometimes those materials are forgotten, yet they are being passed around to potential customers all the time. It’s smart for businesses to get in the habit of auditing their printed materials and refreshing them regularly. Even something as simple as your business card may be due for an update! Why should you audit your collateral?
Using fresh, up-to-date marketing and sales collateral ensures that you accurately represent your brand to customers. These materials should speak to your brand, demonstrate what your business does, and showcase your current offerings. If your print materials are irrelevant, it can cause confusion or frustration among buyers. Depending on how much your branding or your business has changed (think Covid-19), the materials might not even be effective for your target market at all! If your goal is to persuade customers to make a purchase, you want to ensure your messaging is both accurate and fresh. When should you do a collateral audit? It’s a good idea to revisit these materials every three months, or once a season. Not only will this help your team catch necessary updates, but it also allows you to capitalize on seasonal promotions and align with seasonal trends in your industry. There are other times you may want to update, or better yet create seasonal materials you can stock and reuse. Change or add:
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Boost Your BusinessMaria NovakI have over 35 years' experience in Marketing Small Businesses. Categories
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