Graphically recession proof

Real Estate Weekly, July 18, 2001 by Marilyn Miller

As we approach yet another foray into a sluggish economic environment, the collective anxiety throughout the business community is palpable. But there are options available for companies to remain visible and ride out the slowdown through strong branding. An identifiable corporate look sends a visual message that speaks volumes about a company. Whether it is projected through advertising or such collateral materials as brochures, postcards, flyers and web sites, the right look will open doors faster than a cold call.

It is ironic that during those times when capturing a share of the market is most difficult, companies are inclined to reduce their marketing efforts. But it is a mistake because the best way to hold onto your share of the market is to be visually identifiable as a successful company that produces superior products and/or services.

A strategic review of a company's visibility is key in developing, a positioning strategy that addresses issues that can meet market needs. Combining appropriate design with concise editorial ensures the proper message for a company and helps to capture the desired audience. It is also important to avoid the same old ideas, developing a fresh look and new ways of communicating your company's message.

To a large degree, the business world is beginning to realize the value of design in an era where brand awareness has become a corporate mantra. Whether it is the result of the visual and interactive medium of the Internet, or the cultural ethos that produced it, a company's corporate look is more important than ever. Increasing brand equity translates into an increased bottom line.

When we approach a company, the first question we ask is "what is the client's objective?" In other words, we narrow the focus on what the company does, define its target audience and determine where it wants to be in the market. Whether it is a narrow target or one that is highly diverse, the message of the graphics combined with the text must be consistent and immediately understood by the audience.

A company's logo is a critical first step in the development of its brand. I can't tell you how many companies are changing their image from mundane, clipart-type graphics or inconsistent identity graphics to logos that project a successful image. Whether a logo needs refreshing or a total revamping, it should be regarded as an important symbol of the company.

Brochures are essential and every company should establish a budget and meet with a marketing professional to develop this type of collateral. When marketing a special project such as a building, eschew the norm and go creative, i.e., invent compelling and luxurious collateral to project your message. Mind your audience. Remember that they see a good deal of this material, so capture their attention with precise writing and artful graphics. The material must be organized to communicate the point via a headline, positioning statement, executive summary, mission statement and/or call-outs.

Last year, we developed a luxurious boxed brochure for the Seagram Building. The papers were handmade, the photographs near-museum quality and the entire presentation rich,, like the building itself. We only printed 100 pieces and, today they are collector's items. Most importantly, it was integral to the rapid sale of the building.

Another sophisticated unit was mailed as a flat rectangle with a graphic showing the ground floor of the building. Then, by lifting the tabs, the height doubled and the recipients got to see the building rising skyward.

These were small pieces within most company's budgets, but more effective than typical brochures because they were both fun and interactive. More important, they were recession proof, requiring low outlays while projecting creativity and staying power.

The best way to avoid the economic slowdowns is to show high activity. Step up to the plate and spend the same marketing money, but wiser. Target your marketing dollars. Direct marketing may offer more control, but general advertising improves brand identity, so they are both critical.

In addition, if your general advertising is not getting your firm the desired results, consider switching from black and white to smaller size color. Get noticed and you stay in the race.

There's no panacea for economic doldrums, but there is smarter marketing. Your company's image will go a long way toward bolstering, its performance.