Selling Your Design Value



As design agencies face more and more competition in selling their design services, they are now looking to areas where they can add design value for clients (and get paid for that added value).

For years now advertising / marketing gurus speak about something called USP (unique selling proposition). This has based on assumptions that an area of a product / service could have a unique resonance with a particular market demographic.

Value proposition – what is it?

Value proposition is the promise of a value to be delivered to a client. True value proposition works when the receiver of the value (client) has acknowledged that they have received value from the product or service.

A value proposition can apply to an any organisation, products or services.

Preparing value proposition is part of a business strategy.  Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.

Design value proposition – what is it?

A design value proposition is written from a working analysis of your client and your competitors. From these you can identify what value design can add to your clients’ business. Value that you know your competitor don’t offer.

The design value proposition has three important key statements.

  1. The areas that a client values.
  2. How a designer can offer services to enhance and communicate the value to customers
  3. Example of success that the designer has had in project with a peer.

Design value proposition – how to use it?

The design value proposition is not a statement you put on your website, however it does guide your submission and pitches to clients. Its structure is the structure you use in pitches. You begin by showing the client you understand what it is they value. Then you outline a strategy for your services to communicate the value to customers. You may also show a strategy to enhance the value through design. The submission would finish with a budget and projected return on investment based on a similar project.

Value pricing

In any resignation, price your service on the value they generate for your client, not the number of hours it will take.
Your design value proposition needs to show the value of your service that can return for the client and now you’re asking for a part of that increased value.

It does requires trust and confidence

As stated above in the value proposition definition it has to require the client to acknowledge the added value. This is only possible if the client respects and trusts the designer…i.e. you!

Why looks are important in branding



Why is branding so important? Because we often choose products based on their perceived value rather than their actual value.

With the right branding and careful planning, businesses can increase their product’s perceived value, they can establish a relationship with their customers that can last forever.

It always helps to have a good story to tell. Your job as a designer is to find the story, and tell it wisely. The rest of this chapter shares a few examples of designers who got it just right.

A company without a logo is like person without a face

For along time now people need and desire social identification. Just like a farmer who brands his cows to mark his ownership.

When you close your eyes and picture McDonald’s, what do you see? …. Golden arches? For products and services that have a strong brand identity, it’s the identity that people always think of, rather than the product. Think of Apple, Nike, Coke, and Google. Chances are that without even showing you their logos, you will have a fairly good picture of how they look. Take into account they have a huge marketing budget to achieve the recognition rates of such organisations, but it’s important to “put on your best face.”

Symbols exceed boundaries

To sell a product around the world, your brand has to speak different languages. Luckily easy-to-identify symbols need no translation. Recognisable regardless of culture or language, symbols can enable a business to cross barriers, compete globally, and maintain brand consistency across a large range of media.

Rethinking the importance of a brand

We usually do judge books by their covers, whether it’s fair or not, it’s how we have been brought up. We live in a world that identifies success with image. And that’s why the perceived value of a service or product is greater than the real one. The same visual identity seen over and over again builds trust, and trust keeps your customers coming back for more.

It’s kind of like putting a face to a name— logos help people remember their experiences with businesses.