High-school fashion, and how it relates to design

You know how in high-school, there were always those kids who wore dark, baggy clothing, half of their face was covered in long hair, and their swagger almost seemed like it was concealing something, like they were about to rob a convenience store? They really look bad, but they wouldn’t know it. It appears they think they’re cool, but deep down we know that really they are insecure. They are afraid to stand out by dressing in stylish clothes, by walking confidently, by speaking clearly and articulately. Eventually they’ll move on, grow up, go to college and become the CEO of a company - all they needed was to mature and grow in confidence.

In a way, that’s how many small to medium sized businesses market themselves, on and off-line. They don’t have a huge amount of dollars at the start, but more than that, they don’t have the confidence to market themselves properly, stylishly you might say. To be stylish will make one stand out in the marketplace, and that, strange as it may sound, is not what most new businesses want. They want to blend. Hide in the shadows. But to stand out is terrifying, because they feel that deep down, their business isn’t ready.

This is natural. But don’t let early growth scare you. Because, there’s never a good time to grow, you’ve just got to do it. If you can afford quality design or other marketing services, or if you know a colleague who is willing to help you out at a low-price, take it. You’ll never grow unless you have the sales to grow. You’ll never have the sales if you aren’t marketing properly. How do you market properly?

Find a good marketing manager, whether in-house or on contract

Don’t just look at the price. Look at his/her track record, clients and portfolio. Ask for a free consultation. And after that, if you like the feeling you’re getting, pay them for more consultation. Ultimately, a good marketing manager will know where you should be putting your efforts, and will have a solid network of specialists who can take you where you need to be.

Once you trust them, listen

When you have a good marketer in your court, take their advice. They may want to take you scary new places. They might even talk about things like social media, re-branding, expanding your customer base, or diversifying your audience. Don’t fall into the new business owner syndrome of, “This is what I’ve been doing, and it is what I’m comfortable with”. Remember, it doesn’t matter what you’re comfortable with, it matters where you want your business to be, and if stepping outside of your comfort zone will take you there, take a leap of faith. There are no rewards without some risk.

See the forest for the trees

I’ve used this analogy before. In this case, don’t be so focused on time lines and budget that you forget the long-term benefits of good marketing. Look at the big guys; The McDonald’s, Nike’s and Apple’s of the world. Did they get to where they are by being complacent, or content with their current sales efforts? Instead, they recognized the value of good marketing, and hired the best and brightest to take them to where they envisioned their company.

You might say, “I don’t want to be that big”. And that’s fine. But the point is, you want more business, and you want it to be steady. That will only come with standing out, and appearing better than even you think you are.

I don’t mean to sound like a motivational speaker, but be like that young student who eventually realizes the potential they have, and “dress” accordingly.

Headspace - Web Design, Development and Marketing