Who are you designing for”¦ you or your customers?

I called this entry “œWho are you designing for”¦you or your customers”, because most business owners can’t see that what they are asking a designer, marketing firm or neighbor down the street to do is create the image of how people who have different tastes and interests will perceive their over all brand. They say that first impressions are very hard to change, but triple that when someone picks up your business card, brochure, sees your ad in the paper or looks at your website before they even talk to you. Unless you’ve invested the time in your Brand Identity to ensure that it is reflective, and supported, in all of your marketing materials.

Let’s understand the difference between Brand Identity and Brand Image before we go any further. Your Brand Identity is how you want people outside of your company perceive your company. Your Brand Image is how people outside of your company are currently viewing your company. The two are separate, but the same. Your Brand Image should constantly be reinforced and supported by your Brand Identity. One can weaken the other.

Let’s face it, when it comes to how effective your marketing materials are”¦the initial perception people get is reality to them. You could be the best schmoozer in the world, but hand someone something that looks like you put very little effort into the presentation and all your schmoozing is for nothing. Convincing, begging and bribing may not drive the message home that your first round of marketing materials were done to be “œcost effective”, but instead they may came out making you, and your company, look less than stellar.

First and foremost your marketing materials should be created with your customers, current and future, in mind. When you sit down to have someone create your marketing materials, the building blocks of your Brand Identity, my best advice is to remove yourself from process as much as possible.

I don’t mean that you should not be involved, but you should remember”¦you aren’t trying to use these marketing materials to get you to invest into your company, product or what have you. Sometimes that means you need to leave the confines of your office, ask your best customer some good questions on how they perceive your business and start looking at your company, product or widget from the customers side of the fence.

Your design is an impression not a true test to your companies’ capabilities, but like I said before sometimes all you get is a first impression. Make it the best one you can.

How accurately do you think your companies marketing materials reflect the over all view of your company as a whole?  Do your marketing materials work with or against the way your want your company to be perceived? How strongly do your marketing materials communicate the personality and ethics of your company?

Aaron Brazell

Aaron Brazell is a Baltimore, MD-based WordPress developer, a co-founder at WP Engine, WordPress core contributor and author. He wrote the book WordPress Bible and has been publishing on the web since 2000. You can follow him on Twitter, on his personal blog and view his photography at The Aperture Filter.

2 thoughts on “Who are you designing for”¦ you or your customers?

  1. when I was involved in web dev. full-time I always used to design for the customers (that is the people who would be using the site), but that didn’t always go down well with the know it all clients. Anyone who was every serious about their site had it ripped to shreds by the conversion rate guys anyway.

  2. Very good point. even more important when selling B2B. You need to be thinking about your customer’s customer and their pain as well as your target.

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