21 Jul Follow the yellow brick road
Depending on the industry you work within, you may or may not have heard of ‘design-thinking.’ This term has been around for some time, however, only recently has it been making headlines. More and more businesses are using design-thinking to maximise profits, connect with a wider audience and truly make a difference to the lives of consumers.
Design-thinking – ‘in business, uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.’
Expanding the invitation means broadening the horizon
Apple is the most notorious example of a business incorporating design-thinking through every aspect of their company.
There are also some fantastic examples of start-ups who have seen exponential growth by focusing on design-thinking. Take Deliveroo for example, founded in 2013 it’s now worth $100 million. All that in just 4 years of operations. Combined with its excellent branding – Deliveroo have continually delivered (no pun intended). It has never strayed from its brand essence despite it’s fast growth and recent rebrand in 2016.
In fact, Deliveroo’s rebrand is central to design thinking. “Impressively, the rebrand was not limited to a new logo and a new colour scheme but also included everything from custom tailored delivery uniforms, optimised for the climate conditions of the countries they operate in, to broader marketing strategies” (Marcus, medium.com). Nowadays, design is becoming a key differentiator for companies to acquire funding, press coverage and loyal customers. Businesses who avoid design-thinking lack focus and vision, often finding their market share stagnating and growth declining.
“Design-thinking firms stand apart in their willingness to engage in the task of continuously redesigning their business…to create advances in both innovation and efficiency – the combination that produces the most powerful competitive edge” (Roger Martin, The Design of Business).
Working together in harmony – like bacon and eggs
From the example above it’s clear how branding and design-thinking interlink. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. On the other hand, design-thinking solves complex problems and finds desirable solutions. The pair work in harmony. Utilizing design thinking provides an avenue to formulate an efficient brand strategy. You may find yourself asking the following questions:
- What goals am I trying to achieve?
- What are our long-term objectives?
- Where shall I invest my time?
- Where exactly am I trying to position myself in the market?
- How else can I add value to my products?
- What is the most compelling part of my brand story – Could this be the turning point?
If you found yourself asking these questions – it’s imperative that as a stakeholder you continually ask these questions “to create advances in both innovation and efficiency.” This is the first step in adopting a design-thinking approach.
Fusing it together – Design-thinking, branding and product design
Conveying your message is essential when marketing your brand. This message should not only appear through traditional marketing materials, but also through your customers first point of contact, the products you sell. We have a proven track record of helping our clients portray the key characteristics and identity of their brand through their physical products. At 3Di we design products people love.
So, ask yourself this – Do your products truly capture your brand identity and captivate your target market?
If the answer is no, contact us today to discuss your next project.