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Creativity In Changing Times - Designing For The Downturn (sc)
Right now, everyone is facing similar challenges when it comes to positioning of your brand in the market, yet only some are acting positively to try and change their situation.
First things, first: Don't panic! A calm head and a clear sense of focus will always hold their value. Now that you're in a calm place... get off your backside and act on the issues that caused panic in the first place.
There seems to be a reflex response by many businesses and government departments to suspend marketing and design work when a crisis hits; but it's not always the right decision.
You still need to influence opinion or create sales, so don't stop talking to your audience. By all means change the message, and seek value in the way it's delivered but don't stop.
Ask yourself a few questions: Do you know what your brand stands for? Does your packaging and communications material reflect this clearly, uniquely and memorably? Brand positioning is the keystone to success at the best of times but it's the oxygen of survival when times are tough.
We're not advocating a radical overhaul but every marketing message must now be viewed in a completely new context. Every audience has new fears and new budgets. Yet despite this, they still have basic emotional needs: Your customers will still need to be comforted; to be content; to feel better about themselves; to treat themselves; to indulge and to be indulged. The difference now is that many consumers are looking for different ways to meet those needs.
In a competitive market, there is a strong temptation to resort to tactical measures to cling onto declining sales. In the short term, these measures can have a positive effect but if overused they
devalue your brand, whilst numbing your audience against future offers.
If you do need to convey a tactical message, try to do so in an emotional context: You need to create the desire before you offer the incentive; you need to identify the need before you suggest a solution. It is possible to offer a value message whilst strengthening the brand connection considered design can achieve both.
Great design is an investment, not a cost. We are not immune to the pressure to provide value and we will respond to requests for flexibility when budgets are cut. But the key point we make is that investment in your design and marketing is made to generate a return: Great design makes your case more convincing; it helps your message to connect; it builds trust and engagement with your audience. Ultimately, it creates brand equity and the only thing that can cause negative brand equity is when you stop talking to your customers.
About the Author Of course there's lots more to consider, and if you'd like to get insightful information every month on how best to get results with your design, packaging and branding then Sign Up for our regular ezine at http://www.designtactics.net
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