Craig Reynolds // Website & Graphic Designer

We can all agree that without customers there is no business. It's an obvious observation, and anyone who wants to operate a business or already operates a business wants to target the right audience. Unfortunately, it's easier said than done. Sure, you know what your company is going to sell and there is definitely a large market for the goods that you are offering, but how do you share your product to your potential customers? This is the point that all struggle with, because there is no perfect answer for everyone.

Your company is different!

This is the starting point, recognizing that your company has something to offer that others do not is where emphasis needs to be placed. It is important to communicate this idea to your potential clients, but how? In our world today we are constantly on the move; we know where we are headed and we try to get there as fast as we can, because of this it is important to get your potential customers attention quickly and effectively. The quickest way is visual communication, because we are all moving so fast we don't have time to read the thousand word paragraphs on your flyer or brochure; again, it is about communicating your idea quickly and effectively.

Let's evaluate the success of one of today's "big" companies. We'll start with McDonalds®: What is the first image that pops in your head? I'm willing to bet it wasn't the marquee on the outside of the restaurant with it's monthly special. It was most likely the "Golden Arches" or even the visual of a BigMac®. But, why? Simply put...we are visual creatures. It is easier for us to recognize a logo or graphic rather than a line of text.

Logos are everywhere...small, big, strange, boring, exciting, creative...and they are definitely important for brand recognition and establishing and identity. Having a logo is important and every business should have some kind of graphic that represents them. Unfortunately, it will take more than a logo to get people's attention.

So, back to how to express your company's difference. You have your logo, but still no customers...You're logo looks great, but is it used effectively? It is important to allow the Graphic Artist / Graphic Company who designed your logo to continue to develop your brand. All too often, people are under the impression that because they have a logo they can skip the middle man (artist) and create their own letterheads, signs, business cards, flyers, brochures, etc... Of course this route can be taken, but is it the best route? The end result of a do-it-yourself branding is mismatched, non cohesive and ineffective graphics. By continuing to work with a Graphic Artist, you can rest assure that you will receive high quality graphics and products that will work.

There is a misconception as to what a Graphic Artist does, we don't just open up design programs and play around on the computer until we get something "good." We use our knowledge to design what fits your company and what will most effectively target your audience. It is more than graphics it is visual communication, and communicating the right message through visual elements is imperative to the success of your business. Having a Graphic Artist take control of your brand identity will ensure that your business will be set apart from competitors.

So if your business is struggling to bring in much needed customers and you have exhausted all your resources it may be time to evaluate your design strategy. Having the proper design strategy will communicate your message quickly and effectively to your target audience and soon you will have customers on your radar.