I’ll warn you right now — I’m going to contradict myself in today’s post.
It’s all for a good cause.
For Prospects, In the Beginning, There is Design
The first impression your marketing makes is visual.
Before a single word is read, before your headline can have an impact, before any content can be consumed — your reader sees your page.
Whether it’s in print or on the web, it’s perceived visually first.
This is the premise of Big Brand System: that strategic marketing, paired with polished design, will give your business an edge.
It’s how you stand out from the crowd. It’s how you get your prospects to see your business as the best solution. It’s how you build a big brand.
For Business Owners, In the Beginning, There Should be Marketing
Here comes the contradiction.
When you’re creating your marketing, the worst thing you can do is lead with design.
Because design that’s created without a firm marketing foundation underneath it — no matter how polished or precious it might look — is fluff.
Before you put a pixel on a web page or a drop of ink on paper, you must do the work of laying a firm marketing foundation under your design.
A firm marketing foundation consists of:
- Deep understanding of your ideal customer: who they are, what motivates them, what problem or challenge they have that your business solves.
- A carefully-selected business name and tagline. Your name and tagline should clearly explain who you help and what you offer.
- Your brand promise. Otherwise known as your unique selling proposition, or (as Seth Godin says), your Purple Cow.
If your marketing isn’t working, it usually means that one of these pieces isn’t quite right.
Either you haven’t done the behind-the-scenes marketing work to establish who you’re aiming for, and what you plan to say to them.
Or your design isn’t polished.
It’s turning people off before they’ve read the first word on your website. You hand them a business card and they shove it in their pocket and forget all about it.
You’re reading Big Brand System to polish up your marketing, your design, or both.
Which One Is It For You?
I’d love to know what you’re working on. Will you tell me in just a few words in the comment section?