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Do you believe in your product?

  • 07 July 2017
  • Posted by Chris

Don’t bother — it’s a waste of energy…

Surely you don't need to believe in what you do to be good at it, right? You’re telling me that every graphic designer in the industry pours their heart and soul into every job they do? I’m not so sure... In this, part 2 of the Insight series from Weather, I discuss the importance (or unimportance) of having a solid belief structure around what you do to bring home the bread.

What do I mean by ‘belief’? Well, Wikipedia tells me that belief is ‘an acceptance that something exists or is true, especially one without proof.’ So how does belief carry through to good graphic design? Let me tell you. In order to be a good graphic designer (and I’ve worked with a few), you have to know that your design work clearly communicates as well as being aesthetically pleasing before it’s even been created. And how does one do this? 

We have a strong set of belief pillars that are adhered to every time something is created. Whether its brand identity, digital or print, we apply these belief pillars to everything we do. And it feels good to know that! As self-gratifying as it sounds, we need to believe in our products in order to create the most comprehensive work for our clients. Our pillars look like this:

Every piece of visual communication is formed by stakeholders perceptions.
How do you, and your customers, see your communicative touch points? Do you think that it’s important that you think about this, and you ask your customers? We do.

You can’t dictate what these perceptions are — yet you can help influence them with a meaningful brand identity and well-considered marketing communications.
Exactly what it says on the tin. You can really change how people perceive your business with a good bit of researched marketing comms.

A brand identity is how a company looks, feels, sounds, tastes, and smells.
And that kind of the long and short of it. You know a brand just by the typefaces it uses, or your favourite chocolate bar just by the taste. It’s all brand identity, and its vital to your business that it’s considered.

The quantity and appropriateness of each of these experiences are relative to every company, and therefore brand.
You’re not the same as everyone else, even if the marketplace that you belong to is saturated. You can easily stand out from everybody else with a bit of careful consideration.

It is imperative that whilst taking into account requirements set out in the brief, that the consistency of the brand identity is not compromised.
Understanding the brief that you’re working towards is obviously imperative, but it shouldn't cloud your view of what the identity of the company is. Think about that.

Information, content, and text can only be effective in communicating if aligned properly with the identity that exists.
Don’t create a phenomenal identity design just to crowd it out with irrelevant content afterward. Need I say more?

I think what I meant to say in the title of this blog post was ‘Do you believe in your product? Let me show you why you probably should.’ There is a vast importance in believing what you do. If you don’t, give up now. Give up now because the guys in your marketplace that do believe in what their work will always be one step ahead. The guys that do bring the right people in to find the perfect identity for their brand will always be just out of reach.

So maybe it's time to look at your own belief pillars (if they exist) and re-think how you do things. Maybe they don’t need re-thinking at all, but do all of your stakeholders run alongside you on your beliefs? Do you think that it’s important that they do? We know that a team in synergy with each other is by far the most efficient way to do business on a day to day basis, and this trust in each other really exudes when we take new projects on. You can see our portfolio for yourself and—not to brag—but we’re pretty proud of it.

Hopefully, with this little bit of Friday reading, I have evoked some questions in you and you’re thinking about the inner workings of the industry that you’re a part of. If you need any advice on we can help, don’t hesitate to drop us an email.

Thanks for reading and remember, “Don't stop believin’—!”