Design strategy has a significant impact on a brand’s ability to influence its potential customers. It has such a significant influence that it has the power to build or break a company.
Business and design haven’t always been on friendly terms. I see design to be thought of as the aesthetic flair that made your company seem beautiful, where a person’s opinion on a color or a style might be subjective.
You may believe that the designer’s work does not suit your business or that you could do better because it seems so simple to produce a logo or a website these days, or that you simply do not understand the value design can offer to your company.
Not having a solid design strategy most likely lead to inconsistent presence, meaning the brand image won’t be recognized through the passing of time and will build trust issues for the market share your business is trying to reach.
Why should you care about design strategy?
Simply, design strategy is a problem-solving methodology. Design aids in the solution of a problem, whether it be an architectural plan, a brochure, road signage, furniture, or a better way to optimize production in a warehouse.
One thing in common in the world’s most successful businesses is that they use design as a tool for more effective and efficient innovation. Many organizations, however, do not prioritize design investment since its worth is difficult to measure and grasp as a short term business strategy.
Often, these organizations end up spending more and more money on trying to erase or channel differently their communication efforts, thus ending in that frustrating feeling of shooting yourself in the foot.
Why invest in design?
According to a report by management consultancy McKinsey & Company, businesses that embrace design holistically rather than considering it as a tool to make items look pretty will benefit the most from it.
Putting design at the core of your business plan can help you raise not only your share of the market, but also your turnover and productivity in a measured and meaningful way, connecting more with your audience and helping clarify your value to others can only be achieved by having a clear design strategy.
Because its immediate influence cannot always be simply quantified by pre-existing business methods or practices, the value of design to your organization must often be measured over longer term goals.
Good design improves in the communication of your message, adds weight to cut through the marketing clutter, and best organizes information for the specific market you’re attempting to reach. When you employ a professional designer to work on your business, you’re investing in its appearance, functionality, and personality