The best way to demonstrate how design drives value for a brand is to point out how creative work touches virtually every aspect of your organization. From branding to design – and from your visual identity to messaging – design is a unifying factor to support marketing and business development efforts.

In years past, I’ve worked for businesses with inconsistent branding. There were the obvious things –different logos or a wide variation in the look and feel across offices and collateral. However, there was a larger problem: The brand inconsistency confused employees, clients, and prospects.

Employees who don’t understand your brand or value proposition can’t sell it to anyone else – which you need to meet your organizations business objectives. Business development becomes more challenging when your messages are conflicting, you have a different logo on your collateral versus your website, and you’re not even prepared for your elevator pitch on who you are and why anyone should care.

Another area in which your business can fall short from inconsistent branding and loose messaging is recruiting. The top talent will always choose the company that comes across as buttoned-up, looks

It’s tricky to measure the success of great design but I can tell you that design professionals can help you brainstorm ways to improve all of the above and implement the solutions on top of creating design guidelines to train your staff, so your employees have clarity in how to speak and represent the organization.

When speaking with peers from other departments about marketing and design, I often rely on the Coca-Cola brand as an example. Everything about that brand is consistent: The logo usage, color pallet, and messages are the same so the customer always knows what to expect.

Clients value a fresh perspective which is hard to see when your visuals are sloppy, your content isn’t proofread, and your messages are different every time they meet you. Clients gravitate toward modern messaging and branding that speaks to their needs and business objectives.

Design professionals want to make an impact with their work, so collaborate with them on all of your brand touch points and you’ll see how employees and business development will flourish.

This article was originally published in the 2018 in-house creative management report produced by InMotionNow and InSource.

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