It’s a cut-throat world out there and as competing businesses clamber for ever wiser customers, you should be focussed on calving out a competitive edge for yourself. A company has achieved a successful visual presence when their customers can find them when and where they are looking and more importantly, when their customers can understand them.

Graphic design is often misunderstood and seen as an unnecessary cost. Many businesses severely underutilise the power of visual design. But one thing is for sure, design led businesses stand out from the crowd. Successful businesses of any size are embracing design, using it as a strategic resource to strengthen their products and services in order to achieve profitable growth.

Visual design should not be seen as a cost. If a company is achieving a successful visual market presence, design is not money down the drain. Rather, a strong visual presence gives your customers a compelling reason to buy from you and not your competitors.

Before any potential client walks through your door, your visual identity is a representation of your company. It can make you look fun or serious, large or small, traditional or forward thinking, professional or unprofessional. You need to strike a chord with your target audience. Customers know what they want. The question is, can you successfully communicate to them that you know what they want and that you have it?

Here are a few things to think about: What does your logo say about your company? What impression does your company literature give your potential customer? You target audience is on the web, are you? If you are on the web, is your website pulling customers in or turning them away? Why? Can your customers find you and can they understand what you offer?

AuthorSara Drawwater