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When you’re running a business it’s easy to look at every penny you spend on anything other than product as wasted money. It’s hard not to want to hoard your money under a roll of bubble wrap in the hole in the floor of the mail room and hope that the need goes away. Running a business is not just about selling a product, it’s about making people want to BUY your product. And they are two very separate areas of expertise, but both equally as important. When they work together they produce marketing that can achieve real, culpable results that are worth far more than money.
If your talents lie in selling, running a company and organizing stock, and graphic design is not your forte, then hiring graphic design professionals is not a liability, it’s an investment. Designing brochures, business cards, banners and marketing collateral that sell is their profession. They live, eat, sleep, breathe design to a degree that borders on zealous evangelism, making sure they know what graphic design sells, what’s in vogue, about to be in vogue or what will catch on like gossip in a sophomore dorm. You are paying for a tool that supplements your talent for selling, making your job easier, freeing up time for you to do what you do best – sell!
Good graphic design has a high ROI (return on investment) as it leaves a positive, lasting impression of your company with your customers, clients – and more importantly – future clients long after you are gone. In most cases, the effectiveness of your investment will be paying dividends long after the last payment has been cashed and the designs been archived. An excellent graphic design is expressive, timeless and stylish and can be used for an infinite amount of time before it needs any change.
How much you pay for your graphic design is in your control, but make sure that you are positive the design company you use understands you and your message, and have a clear path on how they will get that message out to your chosen demographic. They will be the ones who will create a visual presence for your company and you need to be confident that they not only know how to project the image you want to be known by, but that they also know HOW to project that image. A good graphic design company knows what media channel favors what design, what devices are best used and how to leverage them to their full potential. They know what is needed to create a company brand, rather than a logo and what is needed to build a successful company image. The right graphic design company can advise you of what is necessary, what is important and what is just a passing phase. Never be afraid to use their expertise and let them drive the process. They do this for a living. Let them do their job – whilst you do yours.
Over the course of your company history, nothing will be more important than the image of your brand. If you calculate how much you have spent on graphic design to create the brand, the cost is minimal – but the return palpable. It’s not so much a matter of ‘Why pay for graphic design’, and more a question of, ‘How much of a return will I get on a brand?’ The answer to that is – with the right company, more than you realise.
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