Tell me and I will forget, show me and I will remember, involve me and I will understand. With the enunciation of this wise Chinese proverb, we want to propose a minimum moment of reflection, about the importance that companies' communications have today (Communications called Corporate, where everything is bigger), to improve their performance, their development and without a doubt, to improve your sales.
Everything communicates, even when “we are not communicating”. A badly conceived logo (and applied in different ways in different places), first does not work, second, it shows us as sloppy and third, it confuses. A torn poster projects an image of neglect, just like a damaged vehicle. In this same aspect, a vehicle that does not bear the image of the brand (s)that represents to promote them, is to waste one of the publicity in public roads with the greatest impact and lowest cost to which we have access. The non-presence of the brand (logo) inside the premises (which is where customers usually stay longer) represents another lost opportunity. A place with poor circulation and poor display of products expels customers and prevents sales (there are even companies that display their entire stock and not the product in a relevant and seductive way. Always remember that in communication: more is less). The lack of signage for sections, advertisinglow quality that detracts from the offer and the brand, also demotivating the staff. A poorly written and poorly disseminated press release can even rock companies, or in its worst case, bankrupt them.
For a better understanding of what the communications of our companies mean in relation to their Image (remember that we consume products and services not for what they are but for the image we have of them) we can establish a direct correlation with what we do daily as we dress for every occasion. It can be for work, to attend an event or simply to go through our days and activities, we always try to choose the right combination of our clothing, even adding an accessory as a personal touch. In all cases, we choose in close relationship with the image we want to give to society. It is exactly the same with companies.
Like people, companies and organizations of all kinds, they should regulate their communications looking for a certain style of their own, trying to regulate, through the work of specialists in the field, all the expressions in which their image appears, such as the logo of your brand and its applications, stationery, external and internal posters (of the latter, there are very few in our market), staff uniforms, vehicles, facilities, website, merchandising, internal signage, advertising of course and surely much more. Precisely all those elements that we have just mentioned, are part of the «corporate image» of a company or organization, a generally relegated area, which constitutes, without a doubt, today, the most important instrument to be recognized and elected and, therefore, therefore, to sell and do better business than our competitors.
Today we are going to recommend one of the best tools to work on the communications of your companies: design. Which if it is successful, is distinguished by how it fits or fits with the way people think, see, feel and act; by how it is committed to the way of being of people.
Unlike art, which is an end in itself, design is a means that allows us to obtain commercially successful solutions aimed at our clients and consumers. The value of each design can be measured by the popularity it obtains with the people who use it, be it in an object, a space, an information or in the most diverse marketing and advertising applications with which we all connect on a daily basis. As a maximum challenge, you must offer maximum functionality to your users and represent a coherent and integrated whole in the various applications.
