I wanted this to have a cinematic feel to it like the star wars or Harry Potter series…still figuring out the perfect complementary title to fill the column. '
The Awakening' maybe. Oh wait…'Fontvolution'!… you know, like a revolution pioneered by fonts? Get it? Get it?
Yeah, I have to work on my headers still.
I'd love title suggestions by the way if you have a light bulb moment.
So I went on and on in a sad(ish) exasperating rant about the unrequited love between Design and Business in the pilot episode of this series.
The very toxic relationship between two things tailor-made in heaven for each other.
With Design dropping her emotional walls and letting herself go, and Business, the cocky partner, playing on her feelings and emotionally manipulating her. Constantly throwing subtle signs that he can live without her and consistently mixing indifference with very few,brief moments of affection to somehow get her to stay.
Don't ask me why I'm so versed in this.
We concluded IGNORANCE was the underlining challenge or factor in play and how the solution was creating platforms to train designers on not just the technicalities of Design but the Business of Design, teaching the people they work with to understand, incorporate and foster the power of design.
I also made an impulsive commitment to contribute my own quota of that help, training and teaching.
So here's to commiting! 🥂
Why Design?
We already talked about the inert power of design to as the defining factor in businesses thriving through some of the following;
Creating long term, authentic Brand Identities for companies, businesses and personal brands.
Think of some of the biggest companies and brands in the world and you'll notice the dividends and rewards of innovative visionaries who chose to subscribe professionally to the secret and mysterious hand of design.
Think for a moment again about the Apple logo. Pure genius!, Microsoft and how they have constantly reviewed and updated their designs over the years. Instagram. I mean I don't even have to go that far.
I took out time to notice one of the biggest franchises in Nigeria a brand I love so much 'Chicken Republic' and their subtle not so subtle properly crafted Brand identity design. One thing is common among the brands mentioned above, DELIBERACY, in carving their image and identities in the minds of everyone who comes in contact with not just their product or service, but themselves.
It is Amazing, well thought out and pays off. And I love it. Boy do I love it. Seeing that reckless surrendering trust in design yield its due dividends
Being the major tool in the most important marketing strategy every single serious business on the surface of the planet needs to know, POSITIONING (more on this soon) in the mind of the prospect or target audience or customers.
Positioning is such a broad branding strategy, but as strategic and mentally demanding the strategies for this vital weapon,the tool or channel to adequately deploy it is DESIGN.
Product Design: This is Super important. You have a product and it needs a face.
If you're a voracious consumer of anything like me, you'd know that the VISUAL APPEAL of a brand is such a huge factor that influences your choices.
Well guess what? It is practically the same with everyone else, especially your prospects. If you wouldn't buy your product on first look, why should anyone else?
I want to dive in on RELEVANCE in building a brand but sometime later.
Even with the new wave of social media brands and businesses due to a global restructuring from the pandemic and the "new normal", small businesses who have embraced the most basic form of online design using free Design tools like Canva have a better look and feel than brands and businesses who have not.
I've seen a wave of people learn to use these shortcut apps to create amateur brand designs and although an impressive sign of a conciousness of the need for design, I'm a bit worried about these businesses who have refused to go all in and tap into all the precious advantages and power locked in threading the path of professional brand design and instead settling for a cheaper route or shortcut (which by the way is one of the easiest paths to failure in anything actually, shortcuts)
(I didn't have the patience to search out an appopraite cheesy canva design to drive home my point, so I just put up actual cheese. Because that's how cheesy they are . Which is a bit hypocritical considering I started designing with canva…yup, fraudster.)
How much does your business matter to you? How far are you willing to go? Do you envision yourself as a long term household name in your field? And Is professional consultation too big a price to pay?
If you had a child would you take them to just any school and say "All na education"? Isn't your business your figurative baby? (unless you have real kids of course then ignore that)
How far are you willing to go to provide its basic needs. A name, clothes or an outfit? These are what creating brand identities represent figuratively to your business.
I mean consequently I'll ramble more about a brand in its core and its essence on here and maybe a post or two here and there about avoiding design shortcuts. I'm already exasperating again (calm down Mezie) but I'll keep it together.
This is not an anti Canva or design template tool post.
But more authentic, professional and sustainable outputs are produced from seeking design and brand specialists.
DO THE NEEDFUL. Don't be cheap.
A small price to pay for a great Business future, If you understand the asset that is a business or corporation. A tiny cost in comparison to the rich dividends or rewards on investment.
Time and money.
Time because unless you're working with a fraud, crafting the perfect Brand identity and consequently design entails step by step excercises of introspection, pondering and clarity.
But you and your business come out of that fire like gold. Purified and valuable.
DESIGN SOURCED FROM BRANDING IS A NON NEGOTIABLE PROCESS.
A process you'd most likely pay for if you skip.
Why Design?
You really want me making yet another cinematic drama filled rant?
Confused about the How of design? Feel free to ask your questions down in the comments or air your opinions
Stay in touch?
Signing, not so much sighing out,
Mezie.
PS: I chose ‘Acceptance’ last minute, because that is the stage of grief I’m in.
Bye again.
Great work man!