True story. The husband of one of our esteemed clients, who shall both go nameless came to us a couple of weeks ago as they were starting a new company. The company is involved in high end home electronics integration. They were just getting their company off of the ground and wanted a brochure to use as a leave behind and to give to architects and builders to show that they were a company capable of delivering a quality product and a seamless install. Sure, we can do that. But a little background - this company just started on 10/10/2006. They have a name and no logo, and a Web site only a mother could love.
So our strategy, rather than to take the graphic design approach, was to work to develop the brand before we went ahead and just designed a pretty brochure. The idea here is that we want to work to properly position this brand before we execute any deliverables. Do they want to be high end, low end, or in the middle? What about them makes them a better choice than the other dudes that are priced similarly? Why should someone NOT go with a cheaper bid? Do they hang their hats on quality, scalable product or seamless installs? So obviously there are a lot of things to consider. It's our job to position them properly and then execute this graphically and in print.
The bottom line is, we knew that they were going to other firms that would probably give them just the cost to design a brochure, without this added process of brand development, which IS a significant expense. It was clearly the best approach, though. The question was, do they see the value in this process and do they have the guts to invest in it, even though they are tight on cash? Or would they take the easy way out?
The pitch went well and all signs point to the former, but we won't know for sure for a couple of days. But it really sounds like these guys have guts and are prepared to throw caution to the wind and do it right. Our fingers are crossed.
More later,
Garret Ohm
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