Written November 9, 2011 • Steve Perry
Picture this. You’re all set for your important job interview, the one you have been waiting for. You are all showered, you’ve done your research and you are ready to sell yourself. The only thing left to do is to make yourself look the part.
So you put on your brightest holiday shorts, the ones with the holes in them, your favourite Fat Willy’s, yellow, t-shirt and your comfortable sandals. After-all, you have got to be comfortable, right? And it’s all about what you want to wear isn’t it?
Now for most of you the last bit will sound a little bit odd. However this is how people approach their business communications design. Instead of tailoring them exactly to the requirements of the target audience, they are tailored to their interests i.e. using their favourite colours or using fonts which they think look nice. This is very bad news for business. Now I’m not pointing the finger as I’ve seen both designers and marketing departments / business owners at fault here.
Corporate communications materials / the brand – corporate identity all the way through to internal documents and how the telephone is answered – is of paramount importance. Get it right from the start and, more importantly, stick to it.
A professional designer can help with this and can also offer a set of Corporate Guidelines, which will help businesses stay on track and to create that all important business asset – the brand.