We don't need to travel far in time to understand how marketing and design, inseparable friends, have been conquering their space and appreciation in the corporate environment.
At a time when communication was seen as something not a priority and placed in the “it was good but not necessary” drawer, the technological boom came to show companies how necessary and urgent it was to innovate to survive. Therefore, the slice allocated to communication had to quickly become an appealing cake that would respond to all the needs of organizations. The required innovation can (and should!) be achieved in several ways: it all depends on the resources, capabilities and needs at stake.
However, I believe that at zero cost, creativity plays a key role in creating any marketing and communication plan.
We quickly went from “not necessary” to “very necessary”.
Imagine yourself at an end-of-year party, full of nothing, and the moment you blink your eyes, it turns into a real royal ball, to the point where you think: “well, maybe it's a little too much. Who will pay for all this?”.
Translated in small terms, I venture to say that many companies have gone through this ups and downs of creative needs until they find the comfortable point for their business.
But what is this point? The truth. Communicate, always, truthfully.
It is necessary to communicate with empathy and transparency, to channel existing resources along this path. It is useless to guide employees and budgets, often exaggerated, in favor of something that is not 100% true and that will not achieve a beneficial change within the organization.
In the technological market, for example, where competition is immense and talent retention is scarce, it is essential to opt for direct and clear communication. Failure to do so is a risky path that is easily broken.
It is necessary to invest in two types of communication: communication directed towards the outside (customer), where we promote the service/product, and communication directed towards the inside (employee and future employee), where we highlight the culture and DNA.
It is crucial to bet on good internal marketing and, once again, true. If we have a team that is focused and informed of the organization's values, we have trust and the best talent on our side. How is it possible to achieve the transparency of this discourse? With clear and personalized communication.
It's time to invest in a lucid marriage between design and marketing, which will surely result in structured, strong communication capable of being the gateway to a distinct service, but also to a team aligned with the organization's values.
Marketing and design have long ceased to look good. Let the truth in.
Article also available on marketeer.
