As well as working in an Indianapolis brand consulting group, I also teach visual communication design at a local art and design school. In a recent meeting with our outreach team, I realized that they have NO easy way to describe our program.
We no longer teach only traditional graphic design because of the devaluation of these skills due to the proliferation of desktop design tools. What we do teach is a bit more complex and unexpected. We teach young designers to think strategically, to work in collaborative situations and to lead the creative problem solving process.
Our own 'salespeople' didn't know this or have a simple way to say it. So that last paragraph was the missing link in their sales process. And it's worth more than any brochure, Web site or video. Before you spend your hard earned budget on any of these things, develop a simple, easy-to-understand (and remember) brand message. Tell your entire team about it. It's so simple yet so important to insuring a real return on your marketing investment.
We no longer teach only traditional graphic design because of the devaluation of these skills due to the proliferation of desktop design tools. What we do teach is a bit more complex and unexpected. We teach young designers to think strategically, to work in collaborative situations and to lead the creative problem solving process.
Our own 'salespeople' didn't know this or have a simple way to say it. So that last paragraph was the missing link in their sales process. And it's worth more than any brochure, Web site or video. Before you spend your hard earned budget on any of these things, develop a simple, easy-to-understand (and remember) brand message. Tell your entire team about it. It's so simple yet so important to insuring a real return on your marketing investment.
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