19 Nov 2008

To Design or Not Design

During the creative process of creating any kind of marketing piece, people become very possessive of their ideas, design and copy. Although that is a positive thing, there are limitations to it.
You want to make sure the piece, whether it be collateral, ads, blogs, speeches, etc, follows your brand guide and represents your brand image consistently. You also obviously must ensure all your statements, claims and product/service offerings are completely accurate. In addition, make sure your copy is proof read. I don’t know how many times I have seen typos in a wide variety of pieces. (If irony is consistent, I am sure there is a typo somewhere in here) Make sure there is an action item, as well. There are a several other things you must confirm in there, so go through your list.After a thorough process, at some point you must ask yourself one question. Is this going to achieve my goals? I have seen so many design processes get bogged down by indecision and assumptions. Is this color right? This photo won’t be appealing to the bottom 1% of our market…..that graphic is too wavy…. You can try to be everything to everyone with all your marketing, but, guess what? That is impossible. Make sure your piece is geared toward your target market, isn’t completely offensive (unless it is meant to be) and looks professional. Get it done. Get it out the door and move on. We all have a million things to do and the opportunity costs of not getting other projects done is outrageously high.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.

One comment

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