GROWTH BY DESIGN.
Whether your version of ‘growth’ looks like more sales, or simply attracting a better calibre of client, you can’t rely on luck to get you there.
PUT DOWN THE FORTUNE COOKIE AND PICK-UP A REAL STRATEGY.
There are plenty of ‘brands’ out there, some of which may even seem pretty good. Yet many of them aren’t thriving. Why is this? Aside from possible organisational reasons, an all too common cause is that they haven’t engaged in a robust brand strategy process. This process should expose the DNA of the business and from there, form the appropriate strategies to best position the business within the marketplace. Furthermore, you need to execute said strategies well. In the case of businesses that aren’t getting results, their branding may outwardly appear to be ok, but perhaps it’s not actually working as hard as it could be for the business.
BUILDING A MEANINGFUL BRAND.
When you’ve got a solid idea of what you’re trying to achieve you can start presenting yourself to your ideal audience. Like a David Attenborough narrated mating ritual, your brand should be wooing your audience until they fall in love… or in the least, want what you’ve got (maybe love comes later, and that’s ok too – no judgement here). However, as you can imagine, it could get awkward if you haven’t clearly defined exactly who it is you are trying to attract. Present yourself in a manner that engages your specific audience. There is no real benefit in being ‘hit-on’ by someone you’re not interested in. Flattering, sure, but not really going anywhere. Cultivate ‘brand appeal’ by working with a specialist who understands your customer and knows how to reach and engage with them.
WHY QUALITY GRAPHIC DESIGN MATTERS.
As we now know, it’s important to have a solid strategy. However, if you don’t execute this strategy well you won’t be receiving the full benefit. This is where engaging a quality service provider matters. Your graphic designer, for example, can profoundly influence the message your audience receives. Graphic designers communicate in a language that is visual, so, much like a linguistic translation, you need to be sure that the message is told both accurately and in a way that makes sense to the intended audience. Hiring a specialist with the appropriate experience and skill set is critical.
DR. VAN PARKSYDNEYA-LIST COSMETIC PHYSICIAN
I don’t advertise and only accept new patients who are referred by our current client base, so it’s surprising and flattering that so many people have found my new website and are asking if we can take them on!
HOW GRAPHIC DESIGN CAN HELP YOU GROW YOUR BUSINESS.
We know you need to convert more/better sales in order to grow. To convert sales, you need to be speaking to the right audience. So how can a graphic designer who specialises in branding positively influence this process?
CRAFTING A DECENT STORY.
Your brand story forms the basis of relationship building with your customer. It’s what you tell potential customers about who you are, what you do (products and/or services), why you do it (your reason for existing), who you do it for (who needs you) and why they should choose you over your competitors (your USP). A branding expert can help craft a compelling and authentic story.
GETTING VOCAL, GRAPHICALLY.
To start building relationships with potential customers, your story needs to be told. This is where the services of a quality graphic designer come in. Your graphic designer is responsible for crafting a visual expression of this story. It must be done in a way that your target audience understands and relates to (break out your highlighter, that last part’s important). How this story is visually expressed is make or break in the success of your brand. Ensure you are hiring an experienced graphic designer with specialist experience in brand development to ensure you are getting what you need. It is a misconception that any old graphic designer will do.
THE SECRET SAUCE.
Here’s the kicker – be consistent. When a story is told consistently, it nurtures belief. When a consumer believes, they’re willing to consume you (figuratively). When your product or service delivers on your story, trust is built. People keep buying buy from brands they trust and they’ll tell their like-minded friends about you too. Furthermore, when you continue to validate that trust (by giving the customer what you said you would), trust consolidates into loyalty. In business, as in all great relationships, loyalty and commitment go hand in hand and there is no better position you could be to nurture growth and longevity. Build a relationship with a graphic designer who knows you and can tell your story consistently.
note to self:
The key to a successful brand, is to get your story right, then tell it consistently.
TONY MCGEORGEAUCKLANDOWNER - PONSONBY SOCIAL CLUB, CAFE HANOI, XUXU, SAAN, LADY RANFURLY WINES
Alex’s work is strategically spot-on and she adds a sense of style and wit that ensures our communications engage our customers.
WHY WORK WITH ME?
I offer quality graphic design services to businesses that value good work and honest, straight-up relationships.
I’m a senior, independent graphic designer and brand strategist who practices my craft from a small creative studio in Ponsonby, Auckland.
I consider myself to be an ‘analytical creative’. My approach to graphic design and brand strategy draws on learnings from multiple disciplines – biology, psychology and sociology, as well as design principles and intuition. Hence ‘Dept. of Public Consumption’ – because I concern myself with how humans perceive, behave and ultimately ‘consume’.
As a ‘Department of One’, my clients enjoy a more personalised service from having a direct relationship with me. They also receive the benefit of added accountability that being a business owner ensures.
I don’t employ permanent staff with a set style and skill set. If required, I engage outside specialists (copywriters, photographers, illustrators and developers) that are the best fit for your project.
HOW I GET YOUR BRAND INTO A SHIP-SHAPE STATE.
(Try saying that 5 times fast)
I practice a purposeful approach to graphic design, born of strategies that are tied directly to your business goals.
I have a well-honed briefing and project management process that ensures we know exactly where we’re going before we even get there.
By working directly with my clients, with integrity, to build clear, open channels of communication and genuine relationships.
Through years of experience answering the call of business needs, from small but mighty start-ups to government agencies and corporate giants.
Through grit and determination born from running my own business (and others), for over 17 years - that’s helped too.
DR. VAN PARKSYDNEYA-LIST COSMETIC PHYSICIAN
I knew what I was asking for may not be realistic but Alex way surpassed my expectations both in the manner in which she dealt with me as well as delivering exactly what I wanted. Alex was very professional, approachable and delivered on time which was important to me.
I GET YOUR NEEDS.
I dive inside the heads of the businesses I work with to understand where they’re coming from and critically, where they’re wanting to go.
WHAT STAGE ARE YOU CURRENTLY AT?
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start-up
You’re getting ready to dive into an exciting new business venture. This is personal to you and, as a start-up (that is perhaps not yet generating income), you’ve got to invest wisely.
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established ready
You're been around a little while, but haven't invested in your brand to any meaningful extent.
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established stalling
You’re an established business with a brand that no longer reflects the values, direction or perhaps the decade you’re operating in. It’s not speaking to the right audience and, as such, it isn’t doing its job.
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established thriving
You’ve got an outstanding brand that is working well for you business. It’s attracting the right kind of customer and is enabling the formation of relationships that lead to sales.
KAREN MCCUDDENSYDNEYDIRECTOR, RUBY FRANK
I was nervous about hiring a designer based overseas - how would the logistics be managed? I need not have worried - Alex is a great communicator and so it has felt as though her office is located just around the corner! Engaging Alex in the early stages of Ruby Frank was probably the most important step I have taken in business. Every aspect of our ongoing work is elegant, professional and speaks to my audience.
WHO’S THE ‘I’
behind the Dept. of Public Consumption?
ALEX FRASER.
GRAPHIC DESIGNER + STRATEGIC THINKER
I’m an award-winning senior graphic designer with an unapologetic gluten intolerance and a shameless devotion to quality window wipers. While I lack the desire to match socks, I have an overwhelming drive to partner quality design work with businesses in order to propel them towards their growth ambitions. I’m also the gal that tries to identify fonts in opening credits. It’s silly, I know, but the heart wants what it wants...