Hidden costs of ad hoc design
Why a brand strategy beats ad hoc design in the long run
Picture this: You have an event coming up, with lots of marketing needed, and a short deadline. As marketing manager, you are juggling a hundred different tasks on a daily basis whilst also trying to keep up with trends. You quickly brief a designer to spruce up last year's banners. Next, your social media content needs to reach a wide audience, so you throw some money into a boosted post hoping the right people see it. Before you know it, you’ve spent a small fortune on a variety of marketing material, and yet, your messaging feels disjointed and inconsistent. Sound familiar?
By François Haylett, Creative Manager, Rothko Brand Partners
The solution
While ad hoc design might offer quick fixes, it lacks the vision needed to nestle your brand firmly in the minds of the right people. Long-term brand strategy isn't just a buzzword; it’s a game-changer.
What exactly is brand strategy? It's the roadmap you carve out to ensure your brand reaches its goal. It involves researching your target audience, your unique value proposition, and defining your brand's voice and messaging. It's the alternative to throwing spaghetti at the wall and hoping something sticks.
Here’s why brand strategy is your best investment.
Strategic investment
While ad hoc design might seem cheaper upfront, the costs add up. A well-planned strategy saves money by:
Eliminating redundant work: No more starting from scratch with each project
Reducing rebranding costs: A solid foundation means fewer costly overhauls, as designers keep needing to reinventing the wheel with every brief
Streamlining your marketing efforts: Your team will know exactly what to communicate and how to visually represent your brand.
A unified, targeted message
Designing with your core message and keywords defined, ensures that every visual element, from logos and colour schemes, to posters and brochures, all align with your brand identity. This consistency makes it clear to your audience what you are about and why you matter.
Consider Apple. Every advertisement, product design, and store layout reflects a unified brand strategy, creating a seamless and powerful brand presence worldwide.
Stronger audience connection
Brand strategy relies on storytelling. This goes beyond aesthetics; it’s about resonating with their values and aspirations. By engaging with your audience through this way, you build on a community that identifies with your brand at every touchpoint.
Standing out and being future-proof
A strategic approach helps you identify what sets you apart in a crowded market. Knowing what makes your brand memorable and distinct, cuts through the noise of generic marketing.
You're not just designing for today—you’re building a brand that can last longer than one campaign and which is ready for any emergency.
A strategy isn't just a luxury—it's a necessity. While ad hoc designs may offer short-term solutions, it lacks the vision and consistency needed to build a lasting brand or reap results. By investing in a long term strategy, you're not only creating a unified and recognisable identity but it saves you money in the long run too.
Are you ready to break free from the cycle of ad hoc design?
Let's connect to see how a strategic approach can transform your business.
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