SHY, but confident
This is SHY UK.
Two years ago, I took their brand identity and transformed it.
Business took off under the new brand vision:
They have since exhibited for the first time;
Moved to new larger premises;
And next week have a customer experience 2-day event there.
The new logo has given them the confidence to move forward.
They have grown with this newfound confidence.
And are now seen as the go-to people in their field for innovative window shading.
Design is so powerful: when done well. It will help a business grow. So approach design with caution if you can’t handle the new business.
Rare as unicorn s*it
Today I found out I am a unicorn.
No, I’m not prancing around in rainbows and glitter. I am a Graphic Designer, and it seems, not many people understand what we do, and the ones who do are as rare as the proverbial.
I have had an online business directory try and sign me up for a week or so. I was interested in hearing how I could gain business from the business directory. The conversation about the best category for my company to feature in came up quite quickly. The directory rep knew precisely where to put me, under web design. I don’t design websites.
I explained that I’m a Graphic Designer. I design logos, brochures, exhibition graphics, reports, in fact, anything that is visually engaging and falls within a companies marketing.
After a bit of digging, and establishing I don’t make large relief signs that go on the outside of buildings, or laser cut out logos to go on display or do PR, or print brochures, it was clear there was nowhere on this directory for me.
Of course, this isn’t the first time, and I am sure won’t be the last time, someone doesn’t understand what Graphic Designers do. Want a brochure: go to a printer; want some leaflets doing speak to a photographer (yes this has happened); need a logo, ask your friend’s mum who did a good drawing of your neighbours cat (yes, and this one!).
So, what do Graphic Designers do?
In short, we take information and through magic (and graphic design skills), present the information, in an attractive, easier to digest, memorable way. We present companies and brands visually, so their customers can understand their offerings. We make sure important information is easily digestible, so the public is informed and not confused, whether that be a public health leaflet, or signage (in a legible font) to get you somewhere.
In short, if you need anything for your business that falls under marketing, speak to a Graphic Designer first. Once they have designed what you need, they WILL know the Printer; the Web Developer; the Signage company; the Photographer; the Videographer; the Exhibition Builder; the Marketer to write your marketing strategy in the first place; and the PR person to shout about how the campaign rolled out.
You will save yourself lots of time, and hey, you might spot a unicorn!
15 years!
Another year and I still can’t believe how fortunate I am to work as a freelance design consultant.
The last two years have been fantastic, with 32 new clients, stretching right across Europe (France, Ireland, Austria, Denmark, Finland, Italy), and some exciting work coming in from the U.S. too. Working with: charities, manufacturing, estate agents, logistics, healthcare, pharmaceuticals, and some public sector, have seen a rise in my business of 33% turnover. Not bad!
I have a great partner in the business who has introduced me to many of his clients via his Aerospace and Engineering clusters. Many of you may, or may not, know I am passionate about working with Engineering and Manufacturing clients. Another love is working with Healthcare businesses too, some of the work I am most proud of in the last year was in Healthcare. Lots and lots of lovely illustration work.
So much of what happened last year was via referrals, the absolute best way to grow a business, and full of surprises!
I have lots of plans for next year, if anyone wants to work with me or any of my partners, drop me a line (*pops champagne*).
1st impressions count
Yes, they really do! It’s such an old cliché, but I just can’t ignore it, and neither should you.
Let’s consider a scenario. You’ve just walked into an exhibition centre filled with hundreds of stands. The businesses there will have spent varying amounts of money depending on the size of their budgets. Nevertheless, regardless of how much money a company has to spend, they can all achieve that magical first impression ‘spark’ with plenty of thought and planning into how they want their stand to look. You don’t need to spend thousands and thousands to attract your target audience, but what you do need is clear and consistent brand identity.
In fact, some companies spend lots of money and still manage to ‘get it wrong’ by not having a clear, crisp brand identity across their stand and all of their marketing collateral, such as brochures and flyers.
So, think back to the idea at the start of walking into the exhibition centre: Which stands are people stopping to look at, but they move on? Which stands are being ignored as if they don’t exist? Which stands are attracting and retaining the most traffic? Now consider – why?
If stands have boards that are just too ‘word-heavy’, no one will want to stand and read through it all. Less is more when it comes to content. Just have enough text to attract your audience to your stand. Once you start to talk to people, then they can learn more about you, and take a brochure away to read at their leisure.
Consider your logo, typeface, colours – do they ‘speak’ the message of your brand identity? As I mentioned earlier, your brand identity should be clear and consistent across the whole of your stand. Do your staff know your visions, values, and ethos? Are they clear about the company identity? Everyone needs to be giving a consistent company message to the visitors to your stand.
The use of a video to engage your audience is really beneficial. As well as attracting them to your stand, it can keep them there for a few minutes longer. It’s also helpful if you’re busy talking to other visitors, as people watching a video are more likely to wait for you to finish rather than walk away, as they are being entertained and informed.
Check your brand identity is consistent across your internal communications. This seems obvious, but many companies spend thousands and just forget about this. At the stand you may tell a potential client that you will email them a piece of information they are looking for – it will look pretty awful if the ‘old logo’ is in the email!
Please do ‘sweat the small stuff’: you never know who you are going to meet on your stand.
It could be your biggest customer ever!