In this Expert Insight Interview, Ian Bower discusses how graphic design impacts customer confidence and sales. Ian Bower owns Graphic Rhythm Designs, a design agency that helps digital marketers and small businesses with visual identity and graphic design challenges.
This Expert Insight Interview discusses:
- The importance of graphic design and brand identity
- Why a company’s visual identity needs to remain consistent
- How successful companies keep their visual identity consistent
Importance of Graphic Design
Sales teams and other groups within an organization often see the graphic design and visual elements in marketing as a nice addition, but they don’t often see the impact it has on customers and prospects. In this sense, graphic design is quite underestimated by many other departments.
In fact, graphic design and visual identity contribute massively to customer decisions and can be crucial for brand trust and confidence.
Consistent Visual Identity and Brand Confidence
When you think of a customer working through a funnel, especially one that’s on the fence about a company, they’re often looking for a reason not to buy a product. An inconsistent visual identity could create a perception of illegitimacy, or at the very least, make it look like a company doesn’t have it all together.
That’s when a prospect’s confidence fails, and they start to lose interest in pursuing the deal or business opportunity. Graphic design is hugely important when it comes to building prospect and customer confidence in this sense.
Unfortunately, a company’s visual identity can quickly become disjointed. The brand presents itself in different ways on various platforms or adds things that don’t “gel” with what is already there. Any inconsistency in terms of visual identity is intuitively noticed by customers and prospects and can lead to problems.
These situations arise from different people in the company all trying to do their own thing and contribute in their own way without really understanding the overall visual identity of the brand. Most companies that are successful in keeping their visual identity consistent have a “keyholder” — a person or group that has the final say on any design, making sure it fits with the overall brand identity.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.