|
by Kate Nelson
In my first article, I made the case for Why Australian graphic design should be promoted. Celebrating graphic design is not only playing a part in further developing our sophisticated, educated and civilised society - it has documented positive business outcomes; improving the bottom line for design businesses.
While many designers are consumed with interpreting and investing energy into their clients' brands - are they as vigilant when it comes to their own brand?
Ex-pat designer Ryan Guppy (former senior designer of Fabio Ongarato Design) said, "My local heroes have shifted since I entered the industry ten years ago. Originally my role models were those designers with great visual propositions, now I look to those who have not only mastered inspiring interpretations, but those who are also respected business leaders."
The question needs to be considered - do enough studios in Australia operate as business leaders, or are they hamstrung by a single focus on their craft and a lack of business knowledge?
According to The Precinct Melbourne's Ty Bukewitsch, "The history of Australia's design houses has often been to 'buy into the personality' of the principal. Building a studio based on an individual rather than a team has long-term business limitations."
"Today there is a move to focus on the 'we', or the sum of the individuals that make up a studio's brand. By moving away from a 'me' mentality, there is greater room to more honestly reflect your clients personality, as opposed to buying the specific style of a studio."
"Furthermore, drawing on the collective strength of a team, rather than an individual, minimises the risk of a studio loosing its focus once its principal has retired," concluded Bukewitsch.
So what are the implications for a studio that wants to move from marketing 'me' to marketing the team, as articulated by Bukewitsch
Graphic designers know only too well the importance of a company's identity. A company's brand equity is the crux of all activity, from marketing and a visual identity through to the overall business plan. It can be an asset with significant financial worth.
A professional and successful business not only takes into consideration how it meets its clients' expectations (services) and continually develops its infrastructure (accommodation, IT, etc), it also relies on constant monitoring of its organisational health (succession plans, training and development). Equally as important are operational considerations (mergers and acquisitions, legal, finances), and marketing and public relations (communicating key messages about your services to target audiences) that reflect the company's business plan.
With public relations and marketing as significant business tools, design studios need to look seriously at how they celebrate triumphs, increase their profiles locally and internationally, and communicate the relevance and importance of their craft outside their own community. That is, how they position their brand beyond its visual identity.
Marketing public relations (MPR) is the logical planning of activities and initiatives that communicate key messages to target audiences, to achieve business goals, most often including revenue generation. There is skill in determining what your key messages are, and how to communicate them for a desired attitudinal change or call to action. However, common sense - which is not always so common - is the attribute you need for planning MPR activity in a logical fashion, ensuring that it is effective rather than ego-massaging.
To date the industry has relied largely on tactics such as word of mouth (by studio principals and by clients), the usual collateral (that designers are specialists in producing), and the strength of the industry voice based on industry associations' awards and conferences.
In comparison to our international cousins we can only lament: where are the beautifully crafted collector books that showcase Australia's best, the magazines to rival UK Design Week, and associations boasting memberships that reflect a committed industry? Why are the majority of studios slow to announce to the media their client wins, involvement in international projects, and invitations to speak at international forums? Sponsored events that engage mutual target markets? The use of cause related marketing?
With the majority of studios being small businesses we could forgive their principals for being time poor and perhaps struggling to be the 'master of all trades'. But if Australian design is to be taken seriously as a business tool for its clients, then studios themselves must keep abreast of modern business practices. At the very least, simple marketing, public relations and communication activity can aid in business development and retention of staff.
Kate Nelson is a senior consultant with Creative Manoeuvres. She is currently writing a series of articles for AGDA Pages surrounding design and public relations. Next article: MPR tactics and programs (media, stakeholder relations, sponsorship, events, promotions/publicity)
Contact: kate@manoeuvres.com.au 03 9341 7171
Return to Observations
AGDA Members: Discuss this article in AGDA's Business Forum.
The views expressed this article are not necessarily those of AGDA. Please note that the information in this article is the opinion of the author only. I can therefore accept no responsibility for actions taken on the basis of this information. Copyright Andrew Lam-Po-Tang (andrew@lam-po-tang com), 1998-2008. Permission is granted to freely copy this document in electronic form, or to print, for personal use. Reprinting for non-personal use will require the express permission of the author (which I will generally be very happy to give).
|
