Happy client — direct mail

I had a fantastic video testimonial from a client recently, he posted it on LinkedIn. Take a look…!

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*).

Clear messaging for stakeholders

The word ‘stakeholder’ is used a lot, but who makes up your key stakeholders?

Take some time out to reflect on this; it’ll be worth spending time doing this on your own, and also asking colleagues or employees the same question to get a general ‘feel’ for the breadth of who your stakeholders are. Other people may come up with ideas you hadn’t thought about, especially those with their ‘ear to the ground’ as markets constantly evolve, change, and adapt over time.

You may hear the terms strategic messaging and strategic communication used. They both mean the same thing, really – messages sent out to all stakeholders involved in your business. Whether you or your colleagues use business jargon, or just express ideas in your way, that’s fine! At the end of the day, as long as you are all clear about who your stakeholders are, you’ll be heading in the right direction.

As a starting point, though, let’s think about your employees as stakeholders – your employees need to be your brand advocates, driving your business forward in full knowledge of your company’s brand values, ethos and visions. In fact, an excellent employee won’t just be aware of these factors; they will ‘believe’ in them. After all, your brand and company’s reputation is always at stake in a highly competitive business world, so make sure your colleagues are entirely on board with your brand. If your employees don’t believe in your brand, why should anyone else?

Next, let’s think about your customers – take the time to consider what these stakeholders are looking for carefully. Develop your brand to meet these needs. Today, customers have an array of companies to choose from. It may be worth thinking about what makes existing, or prospective consumers, ‘tick’; take their emotions and feelings into consideration when sending brand messages to customers. Remember, customers don’t just buy a product, process or service, they buy your vision, ethos and values. Look after them, and they will look after you.

Are your competitor’s stakeholders? Yes, they are, so try to keep on top of what their strengths are, as well as their weaknesses. How does their brand identity match up to yours? Are they doing anything different? Are there any new start-up companies in your sector, who may become a more prolific competitor in the future?

Also, are your suppliers, or distribution channels, on board with your brand? Make sure you are giving them explicit brand messages about your identity. Your good reputation will, in turn, benefit their businesses, too. They are more likely to remain a long-term strategic partner if they believe and fully buy into your brand.

What about your community? They are stakeholders in that what you do, and how you make the locality ‘look’ directly affects them. It is essential to make sure your community is happy with what you are doing; consider how highly Corporate Social Responsibility (CSR) is regarded now.

Two key ideas to leave you to think about are these:
1. Effective branding and messaging are consistent and straightforward.
2. All businesses communicate, but not every company sends clear messages to their stakeholders.

Christmas promotion

“Oh god”, I hear you cry, “not Christmas again.” Well, bah humbug to you!!

Think of it this way: Christmas, oh how wonderful, a chance to catch up with my clients.

Now that sounds better, doesn’t it?

Of course, ‘Christmas catching up’ doesn’t have to be one big round of drinks and merriment, making sure your liver is hanging on for dear life as you enter 2018.

Oh no, it doesn’t! (panto practice)

How about setting aside a couple of hours, picking up a pen (yes, a PEN – I like a Berol Fineline myself) and writing some kind words to your clients in your personalised Christmas cards.

It’s a thought, isn’t it?

Then, I suggest you grab yourself a couple of hours (space it out, we don’t want RSI.), some cake, what the hell, get some pre-season mince pies, and a nice hot cup of something, and enjoy putting pen to paper.

Let’s book a design chat and see how we can move this forward for you.

Order before 24th November.