Strategic PartnershipsOn May 30, 2013 Designtaxi.com published an article by David Sherwin which contains excerpts from his new book – “Success by Design: The Essential Business Reference for Designers”
In the article he looks at become a strategic partner to your clients and what that really means.
In our haste to be strategic partners, he has discovered that many people don’t fully grasp how strategic services fit into their client offerings.
“Brand strategy is the practice of formulating how a company’s brand—the sum of how the company is perceived through all of its interactions with its customers—is manifested through corporate marketing, communications, product and service design, interactive design and business operations. Designers who work on a company’s brand translate corporate strategies and business strategies into a brand position, which may then touch a company’s product/service strategy and marketing strategy. ”
“We need to understand our client business problems and identify where they should explore solutions to those problems—which segments, which user needs, which markets and which opportunities? ”
“Corporate strategy governs how a company intends to sustain its operations over time. Corporate strategy seeks to answer one question: What business are we in? The corporate strategy is manifested through the mission, values, goals and aspirations that a company has set for itself. ”
“Brand strategy is the practice of formulating how a company’s brand—the sum of how the company is perceived through all of its interactions with its customers—is manifested through corporate marketing, communications, product and service design, interactive design and business operations. Designers who work on a company’s brand translate corporate strategies and business strategies into a brand position, which may then touch a company’s product/service strategy and marketing strategy.”
Read the full article at http://designtaxi.com/news/358031/What-Aspiring-Designers-Need-To-Know-About-Strategy/