Posts by marciahoeck

Positioning: How to Define Your Client’s Competitive Edge 0

Positioning: How to Define Your Client’s Competitive Edge

Posted by on Mar 8, 2018 in Blog

Why do you need to think about positioning your client’s company as a part of branding? We’re designers, so why not just jump right to design? 

If you’re like most designers, you don’t just want to “decorate,” you also want to help your clients be successful. And while you know the immense communication value of design, you also know that design alone can’t tell the entire story when helping your clients with their business objectives. Positioning gives the organization a competitive edge. It gives value to their brand and informs the design, so the design can become even more powerful as it reinforces and supports the positioning. Positioning the organization in the minds of your client’s customers, both business-to-business and business-to-consumer, is one of the most valuable things you can do for your client—and it’s the strategic element your client is the happiest to pay for.

Learn More
How to Take the Icky Out of Selling 0

How to Take the Icky Out of Selling

Posted by on Feb 5, 2018 in Blog

If you don’t like selling because it makes you feel pushy and salesy, we understand. Most creative people balk at selling their work—it’s not like working in a shoe store or at Dunkin’ Donuts, we’re selling our creativity. Selling is more closely tied to us, our talents, and our egos. It can feel kind of whore-ish, or like we’re selling our babies. At least on the surface, anyway.

What can you do to make it easier, to take the icky out of selling?

Learn More
Why to Change the Conversation from Design to Brand Strategy 0

Why to Change the Conversation from Design to Brand Strategy

Posted by on Jan 5, 2018 in Blog

If you’ve had your design firm for awhile, you’ve gotten used to selling design. It’s your comfort zone. You love design and understand how powerful it is. You know design can really help your clients.

But you also know that selling design doesn’t differentiate you from all the other designers out there who are also selling design, especially when what you really want are the big branding projects. Read more . . .

Learn More
Google+