Creative business strategy solves three important things: first, it’s a plan to get you from where you are now (your challenge), to where you want to be (your goal); second, it’s a path to positioning your business in the marketplace by discovering everything about your business, customers, and market; and third, it objectively informs the substance and direction of the design through facts and unique, true stories. No guessing.
Design is 100% about communication and problem solving. So without first having a complete understanding of your business, customers, and market to inform the design, the end result will likely just be a pretty picture. Nothing wrong with pretty pictures, but you’re trying to run a successful business and make your customers lives better, not express a personal (possibly abstract) point of view. Seek objective results. Not subjective guessing.
Creative Alignment = Sustainable Growth
True brands cannot be dictated or designed. But a business’s brand perception can be greatly influenced through design tactics like identity systems, messaging, and websites. When these tactics are informed by objective, organized facts, not educated guesses, they create a solid yet flexible foundation for sustainable brand growth.