Small business is likely the corner stone of our marketplace. With the population wanting more options than the big business stores and shopping local being a hip alternative, small businesses have been given the chance to succeed in an otherwise barren wasteland. But when these small businesses start to struggle, the creative budget is nearly the first to go, other than the morning office donut selection. With an already slim budget to brand and identify their company, the cut further makes graphic design a nonexistent part of their business.
So how does graphic design really help these small businesses ti succeed and why should the budget be cut elsewhere?
To start, FIRST IMPRESSION, the key to the success in a small business is that they can distinguish themselves for the competition. The best option here is to make sure that you have a responsive website for your customer, as well as a attractive and appealing storefront so that your customers aren't scared away. I can't tell you how many times I have drove away from a store just by looking at the signage, logo, ads, and outside of the storefront. Putting money into you signage and website will help you get way more customers in the long run.
YOUR IDENTITY TELLS YOUR STORY. This is 100% true. From the logo that you have, to the visual communication plan that you implement, your companies story and their beliefs all combine to create these design elements. If you are just using a clipart logo that you thought will be fine for a while, think again. The story, thought, and beliefs that are imbedded into your logo and identity all will help you attract more customer, keep the customers that you have, and make you more of a threat and competition to your competitors because it'll make them think that you have a bigger plan for your small business.
If you are starting a small business or are considering cutting your creative budget for your business, think again. Your companies image is going to be developed by a good designer into a masterpiece if you let it. Don't let finances hinder your ability to develop into a strong, more unified brand.
You do a great job describing all the value added activities done by graphic designers. I would never cut that out of my budget after reading your blog!
ReplyDeleteVery interesting topic and true when it comes to small businesses when I compare it to many businesses in the Tampa area such as Buddy Brew and Fabrica Pizza. Both great places with great branding!
ReplyDeleteSuper true, The majority of the top branding examples actually come from small businesses rather than the large, typically due to the creative freedom and unique aspects of their company or market.
DeleteTotally agree with your comments about the value of a graphic designer in a small business. Creating consistent imaging with a company is a very strong way to increase the brand presence. With that said, how do you feel about websites like Fiverr? Where you can basically outsource basic design functions to a freelance worker for low costs. This is a great platform for single graphic designers, although may reduce the needs of an in house design team for a small company like an ice cream shop or small law firm.
ReplyDeleteYou are correct, an in-house agency isn't probably needed, but there are a lot of award winning agencies that target small businesses. As for Fiverr, I have personally done work on sites like this. Just remember you get what you pay for. A logo design on this site will likely be a "one size fits all" design, whereas an agency will cater the logo 100% to the attributes and story of your brand. Fiverr might be cheaper and offers a lot of services, but if you spend a little extra, an agency will offer you better, more catered designs.
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