TOP 5. When your design is running on your competitors

Unbelievable Number of companies around the world face such problem every day. They pay a design studio or advertising agency and their sales fall. They did everything which they had to do, so what is the problem?

Top1 Client embodies their fantasies through the designer’s arms

Most non-effective designs are results of clients’ fantasy. This means that the client instead of giving the agency ability to work, interferes in each detail “to make it better” and so it turns out as always … it’s not effective or professional and it is actually a disaster, to be honest. The client must understand that the designer is able to fight with him only for a while, then it become boring. So client throws the money on duplicating that disaster which he creates. Such designs are able to kill a brand and make a huge hole in the budget.

Top2. The client hired a “cheaper” designer.

Professional expertise is expensive in any area and design is no exception. If you hire a neighbor Mary because she seems liked to draw in her childhood (well, and her legs were not bad), the result is obvious. Hire professionals and do not persuade them with your likes and dislikes, give them the ability to work efficiently.

Top3. Incorrectly selected target audience

To know who your target audience is very important. Product or service is always bought by one and not bought by others. If the target chosen wrong then the right message won’t be conveyed to the right people. That means your message will get lost or will reach those who not need it. As a result a wise competitor will sell more.

Top3. Message tone

Problem in the tone of messages is occurring for the several reasons. Unprofessional copywriting, ignorance of the characteristics of your TA, or the client-creativity – can be the reason of fail. It is important to understand that writing well-focused message is the serious work; this work is usually done by professionals. You should not trust writers’ abilities, simply because he was praised by the teacher in the first grade. Message tone is always chosen according to the interests and preferences of your TA. Short catchy phrases make your message memorable. The mention of brand name in particular way helps to increase brand awareness.

Top4. Poor briefing.

Often, the junior managers from the client side simply don’t know the product which you are going to advertise. The result is – a wrong briefing. The result of wrong brief is usually not approved by the client, or it works more for the competitors. Correct brief has to have the most complete information about desirable design, references, and the wishes of the customer. Brief should not be constantly changing during the work on the projects. Poor brief creates a problem in communication between the product and customer. And the competitor wins

Top5. Dangerous fantasies of the client

Some clients believe that everyone knows about them, their product is popular, and they have a wonderful style. But In reality, nobody knows about their trademark, it doesn’t have any values, and lacks customer’s trust. Brand is not what you think about; Brand is what your customer thinks about it. The result of such fantasies is a design with unexpressed branding which sells design but not the product. A clear understanding of positioning and brand values ​​by the client and by the designer guides to effective, quality designs.