01 Recognise what design can offer
Design, if used well, can be a targeted and well-thought-out tool to boost performance, open new markets, cut costs and reduce risk across all types of business. Research by the Design Council shows that for every £1 invested in design, companies can expect over £20 in increased revenues and £4 in net operating profit. Martin Sewell FCIOB, managing director of a small building company, recently invested £15,000 in attending a Design Council-run leadership programme and hiring a design consultant to rebrand the company with new name, logos and website. Despite the recession, turnover reached £2.5m in 2011/12 — more than double the £0.9m the business turned over in 2009. Full-time staff numbers doubled from 10 to 20 over the same period and the company landed its first project over £1m.
02 Identify weaknesses
Though Sewell’s company had a sign, a letterhead and a simple website none presented the business and what it stood for in a coherent or cohesive way. Moreover, though the business got most of its work from customer referrals, it struggled to tell a convincing story to those who did not already know it.
03 Assess your market position
Analysis of the competition revealed that other construction companies used corporate design styles and technical or mechanical imagery to convey professionalism and expertise. Sewell and his team wanted to do something totally different and their new look helped them stand out from the crowd.
04 Create a brand to fit your culture
The team were able to paint a picture of their family values, ethics, skills and capabilities that underpinned their business and formed the building blocks of a new way to attract new business. They also rebranded from Martin Sewell Builders to The Martin Sewell Building Company to make it sound less like a one-man band.
05 Storytelling
Telling a convincing story with supporting testimonials helps attract new clients. Sewell’s team used stylish photography to accompany customer testimonials showcasing their work.
By Julia Taylor, who works on the Design Council’s Design Leadership Programme www.designcouncil.org.uk/leadership
