Well, I really didn’t know whether to laugh or cry! I came across a marketing blog the other day which is so relevant to my own recent postings on brand and image that I thought it was worth a mention.
The author, a self professed marketing guru, was making a point about the relevance of using graphic designers and made a couple of observations which I honestly had to read a few times to make sure he was saying what I thought he was.
He actually made the rather grand statement that “graphic designers like to appear as marketing gurus” and went on to say how they should NEVER (yes, he used capitals) be trusted with offers of advice on a marketing message. Effectively saying that they should stick to what they know best and leave the real marketing to ‘the experts’.
In fact, he finished with the old analogy of not using a plumber to sort your electrics.
Just before he said that, however, he had actually suggested that new businesses perhaps didn’t need graphic designers at all – that they should do it themselves with a desk top publishing package. Mixed message or what?
But I really did need to do a double-take on his next statement which I quote “What designers fail to see at any time is that the ‘raw’ effect of amateur graphic design can be a bonus for a new business when it comes to sales”.
Sorry, but ‘raw’ and ‘amateur’ are just that and any business which presents themselves with a raw, amateur image will be seen as exactly that – after all, the brand image is supposed to reflect just what the business is. Isn’t it?
Now I can accept that we all have points of view and that not everyone likes us really rather lovable people who are charged with making their businesses look good, but isn’t it a pity that a point of view should be expressed like this without being properly thought through? By someone with over 16,000 followers on Twitter?
The majority of professional graphic designers will hold their hands up in horror at the very thought of being described as marketing gurus! But we do ‘know our stuff’ and have an invaluable experience and understanding of the marketing environment – what works and what doesn’t.
And we can safely say that you should NEVER (my caps this time) present your brand image as ‘raw and amateur’.
It ain’t clever and it certainly ain’t pretty!