Creating a Vision for Your Visual Communication
Vision helps us to imagine a better future and develop a strategy to reach our goals. As business people we understand having a vision for where your business is going is important. Without vision you lack direction and are likely to be always behind the eight ball in terms of your profitability and how you measure up to the competition.
As it is said, ‘without a vision the people perish’ so do you have a vision for you’re branding and marketing material? Do you have a vision for the look and feel of your business? What is guiding the decision you make when it comes to web design, newspaper advertising, flyers and brochures? Do you have a plan for what colours, fonts and shapes you will use to represent your business? Have you got a philosophy behind the way things are layed out in your designs? If you answered no to any of these questions the Psychographic Profile might be the best place to start in order to create a vision for your visual communication.
Having a vision and plan for the future will help ensure that decisions are based on a long-term strategy, not an ad-hoc impulse that finds you always chasing the competition.
Having a creative vision will help you determine where you want to go next, and how you will make the transition from where you are to where you are going seamless so you don’t alienate customers in the process.
It will be easier to build a relationship with customers and in turn build credibility if there is consistency in the way you visually present yourself throughout all marketing and branding material.
Your vision will establish a basis for any future decisions, in many ways the decisions will have already been made. If you have a clearly defined vision for your graphic design your customers and staff will pick it up and feel more confident knowing that your business is here for the long haul and is headed somewhere. A very common problems businesses face today is stakeholders all having different visions, a different view of what the ideal standards should be. When designing for this kind of company it can be very difficult because decisions are made based on personal taste and opinion rather than what is best for the business.
Professionals aged 25 to 40 are the group most likely to ask their leaders about the vision of the business or organization they are involved with. They are the age bracket most prone to consider the companies’ future direction and values. If your business employs this kind of person, having a clearly defined vision for your graphic communication will be important moving forward.
The formulation of a corporate vision is often just an abstract exercise that businesses do without really utilising it in the day-to-day running of the business. I believe planning should be used in every aspect of your business. We want to help change the way organizations think about their branding and marketing material their visual identity. Once your business vision and mission are written and digested, the rest of your activities, including management and marketing of your practice, have a purpose and meaning.
