Truth before Tactics

{by Andy Suggs} - November 22, 2011

We are often approached by new clients because they have a need. A new website, maybe a new brochure or even a direct mail campaign. Obviously, we’re glad to help but we want to make sure that the work we produce will be helping the business grow. Not just look good.

The previously mentioned projects are tactics. Things which help you get in front of your potential customers. Nothing more than a vehicle. Before we execute these, you must make sure your message is relevant to your audience, otherwise you’ll literally be throwing money away.

Brand awareness only goes so far if what you’re making them aware of doesn’t solve their need. You must preach your “truth”. What is it you that offer which no one else can? Or what do you do better than any of your competitors?

You must clearly define your brand promise, and this simple statement will act as the foundation for all your efforts as you move forward. And, it makes our work actually work that much better for you. If we know what your customer is looking for and how you uniquely solve their need in ways in which your competitors can’t, we can come to an effective design solution much more efficiently.

Sure, in the end we could just blindly go into a project and design you a new website. Lots of companies do this. But once that website goes up, then it’s got to start working. And, if it doesn’t work in the way it should for your needs, it will be serving absolutely no purpose and we likely won’t hear from you ever again.

Yes, it’s selfish on our part. We want to make sure your business grows so you’ll hopefully need us in the future. It’s a win-win, all the way around.