Behind the Design: The Art of Communication: How Clear Messaging Builds a Strong Brand
The Power of Communication in Branding
Communication is one of the most important concepts to understand as a business owner and human being. From birth, we are taught how to communicate with one another. Humankind has developed a multitude of ways to communicate that go beyond mere speech. Building relationships, communicating feelings and expressions, using symbols and gestures, and vocally conveying thoughts are all ways we communicate.
In terms of starting your own brand, it is crucial to communicate your message to your target market, peers, and those around you. According to the Bureau of Labor Statistics and Guidant Financial, 20% of businesses fail within the first year, and 23% of failed businesses are due to a lack of communication and poor teamwork.
Investing in the proper resources, developing a strong team, building trust, and establishing a clear and consistent message across all channels should be at the top priorities when defining your brand.
Learning from Experience: Wins and Losses in Communication
Throughout my own professional experience as a graphic designer, I have had my fair share of wins and losses when it came to communication. This has ranged from a misinterpreted text to a negative review. It is okay to fail as long as you learn from the mistakes and continue to grow as a person and brand.
Here are three different communication styles I have implemented in my own brand—some successfully and others not so much:
The Power of a Website
A powerful communication tool for a graphic designer is a well-designed and clear website. A website showcases your brand and portfolio to clients, serving as a centralized location for potential clients to contact you, view your work, and learn about your services. Since developing my website in 2022, I have seen a 20% increase in clients. In my end-of-year surveys, clients stated that my website was a valuable tool in helping them understand what I could do for them.
Here is a testimonial from Kevin Fernandez, Co-Owner of Salud y Vida Medical Centers:
“LexiLux Designs’ website made it easy for me to see their portfolio and understand what they’re capable of. Everything was clear, well-organized, and full of great information, which made my decision to work with them effortless."
– Kevin Fernandez, Co-Owner, Salud y Vida Medical Centers
The Pitfalls of Text Messaging
A text can be interpreted in a million ways. It happens countless times that you send a message to a client or peer, and the intention of the message is misunderstood by the recipient. This can lead to the loss of a client or bad blood between a client, partner, or fellow designer.
When working with clients, I find it best to speak over the phone. One scenario where this issue occurred was when a client misunderstood a short text that had little context, which led to back-and-forth discussion. To prevent that in the future, it is crucial to speak over the phone or email with more context.
The Impact of Print Media
Although we live in a predominantly digital age, print media remains effective in communicating services to local clients or businesses. This proved to be true when I attended the Florida Pathology Conference as the Marketing Coordinator for Vitro Molecular Laboratories.
Based on the data we gathered from the meeting, we saw a 10% increase in client requests for services after distributing a brochure that highlighted key information about what we do, who we are, and how we can assist. The brochure also included a QR code linking to our website and LinkedIn page. As a result, we experienced a spike in website visits and increased traffic.
When potential clients and visitors are interested in our services, they are more likely to visit your page when it's conveniently presented to them. A well-designed brochure will catch their attention as they review the materials they collected at the conference.
Conclusion
In the realm of branding, whether for a business or yourself, communication is key. No matter how you convey your message, it will impact your success. Learning from mistakes and failures will only improve your communication. Whether through print media, text messages, or websites, having clear messaging, a strong brand focus, and built trust will lead to successful communication and help you reach your goals.
To learn more about the importance of having a strong brand positioning visit my last article Gymshark Building a Billion-Dollar Brand Through Strategic Brand Positioning.
