Suite 1 Level 2,
5 Watt Street,
Gosford,
NSW 2250

+61 (0)2 8091 2999
info@mogrify.com
View Map
×

Tips for getting great design that strengthens your brand and grows your business


THE MOG

Tips for getting great design that strengthens your brand and grows your business

Everyone agrees: design is important. Good design across a business’s online and offline marketing collateral will strengthen its brand. Good design will help engage users, create leads and gain sales.

Poor design, on the other hand, will do the opposite. We’ve all been frustrated with that unintuitive website where the colours clash, the text is hard to read, and you can’t find the button you’re meant to click on.

But the importance of good design is only part of the story. Like food or music, design is subjective. One manager’s taste will most likely differ from another’s. Managing the design process and the opinions of those with input into it is a whole different ball game.

At Mogrify, we work extensively with designers, both for our own collateral, and for our clients. So we’ve put together some tips to help businesses manage the design process.

Writing a great brief is a skill

The quality of the brief will dictate the quality of the output. Writing a fantastic brief is a skillset that needs to be developed. As a guide, the following information should be included; background information on the customer, the scope of work, who is the target market, who are the competitors, what is the tone of voice/brand guidelines, what is the objective of the piece and output expectations. The more information you can give, the better a picture you can build for the designer to create the right design.

Establish a great designer – briefer relationship and understand their costs and process

Yes, you could find a designer on Upwork but it’s not as easy as just writing a brief and sending it off to a random you’ve never met before and hoping for the best. The relationship between briefer and designer is more important than many give it credit for. Why? In short – Costs. Not having an established relationship with a designer tends to result in costs spiralling. You need to understand them/how they work and vice versa to get great results. Remember that a designer will charge per hour, large design files can actually take quite a while to open and you can guarantee this part of the task eats into your hourly spend.

Consolidate all feedback

Building on the above point around costs, consider how many times you give feedback to a designer. If there are numerous stakeholders who need to sign off the design, wait and get everyone’s feedback and send it in one email. It’s far easier to edit a design based on a long consolidated list than it is to open the file, make changes, save it in high and lo res and resend to the customer, only to receive additional changes that were required on the first round.

Understand your brand identity

Big organisations will have brand guidelines and tone of voice documents for designers to follow which streamlines the design process. However, many small businesses may not have these established yet. A great exercise we like to do at Mogrify is the “we are, we are not” process i.e. we are a people-centric tech company, we are not a load of cool hipsters working on our Macs at a coffee shop. The more descriptions you can give, the better picture a designer can build up about what design will suit your brand. You can use words or images, try it!

All design needs a good rationale

Design is subjective. Taste in design, as with food or music, is not an independent sense. Taste comes from unconscious prejudice and as a result of environment. The users of an organisation’s website may not share the same taste as the people who work within that organisation. So it’s important that you can explain the ‘why’ of the design to your team. To get everyone on board, you need to know the design inside and out, and the rationale for choosing it. A good marketing manager will need to explain why the website, logo or whitepaper was designed in that particular way, so that everyone else in the room realises it makes sense.

How Mogrify can help

So what do organisations need so they can be sure of getting great design that will help grow their business and boost their brand? They need someone with the ability to transform an organisation’s design vision into a clear design brief. Someone who can not only get the design done but also manage the entire process – including the reactions of the team.

At Mogrify, we do the hard work for you. We get to know you and your business first, so we understand your needs. We then manage all your designs so they are consistent across all your collateral. And unlike the rest of the industry, our design is price-fixed, meaning you avoid those hidden costs!

To get an overview of how effective your marketing activity and collateral is currently, and see how you compare against other companies, take our quick (and free) B2B online Marketing Assessment.

RELATED ARTICLES

The last month has challenged us all. The ramifications of Covid-19 have been, and will be for some time, extensive. Facing a global pandemic is not something most businesses plan for....

SUMMARY  We’re looking for an experienced part-time contract B2B Marketer to join our team to cover a maternity leave for 6-12 months, with a view to going Permanent (this is the goal and our preference for this role).  DATE:...

Overview Mogrify is well-known in the IT and Technology industry in Australia – particularly within the Microsoft community in Sydney, Melbourne and Brisbane – for our innovative Marketing as-a-Service offering....

Ever wanted to be a fly-on-the-wall of the Mogrify office? Now’s your chance. Mostly we’ve got our heads down working hard, but our new blog series – Introducing Mogrify –...

In the second blog in our series, There’s More than one Marketing Goal, we are diving into the common challenge of attracting and retaining the right staff. This is one...

There seems to be a general misconception when it comes to marketing that the sole purpose of it is to generate leads. Whilst this is a crucial goal for many...

People don’t trust words, they trust actions, a fact that was proven by a recent study that revealed people trust individuals 47% more than they trust businesses. This supports our...

SUMMARY We’re looking for an intelligent, fast-learning and sociable part-time (2-3 days per week) Marketing Coordinator to join our fast-growing Central Coast-based Marketing Organisation. This is a junior role and would be...

Ever wanted to be a fly-on-the-wall of the Mogrify office? Now’s your chance. Mostly we’ve got our heads down working hard, but our new blog series – Introducing Mogrify –...

SUMMARY We’re looking for an intelligent, business-savvy, sociable and experienced part-time (1-2 days per week) Technical Copywriter to join our fast-growing Central Coast-based Marketing Organisation. We are looking for a Central Coast-based...

As a business owner in the technology space, you’re almost certainly familiar with the concept of “Co-Funding” for marketing efforts. Just in case you’re not, here’s a quick summary: Your...

SUMMARY We’re looking for a part-time Content Editor to join our fast-growing Central Coast based Marketing Organisation. We are looking for a Central Coast-based person and think it would suit,...

SUMMARY We’re looking for an intelligent, sociable and experienced part-time (3 days per week) Senior Marketer to join our fast-growing Central Coast-based Marketing Organisation. This is a step-up role for a strategically...

The start of the new Financial Year is to businesses what New Year is to individuals. It’s a time to reflect on the year that’s been and set some new...

Ever wanted to be a fly-on-the-wall of the Mogrify office? Now’s your chance. Mostly we’ve got our heads down working hard, but our new blog series – Introducing Mogrify –...

Everyone agrees: design is important. Good design across a business’s online and offline marketing collateral will strengthen its brand. Good design will help engage users, create leads and gain sales....

When it comes to marketing, you might be working with multiple specialist agencies. One agency might look after your social media, another your SEO and yet another may create your...

Ever wanted to be a fly-on-the-wall of the Mogrify office? Now’s your chance. Mostly we’ve got our heads down working hard, but our new blog series – Introducing Mogrify –...

“We love working with technical companies, they are one of Mogrify’s key customer bases. The people are smart, super passionate about what they do, and are solving business problems that...

SUMMARY We’re looking for an intelligent, sociable and experienced part-time (2-3 days per week) Content Manager to join our fast-growing Central Coast-based Marketing Organisation. There is the potential for the role to...

"Vision without execution is just hallucination."

- Henry Ford