What do Graphic Designers, Fashion Designers and Advertisers all have in common? (This isn’t the start of a bad joke, I promise!)
Well, obviously they are all creatives. But as industries which work for and with people, they all have to think about branding. Branding is important to clients. From cat food businesses to museums, all have a target customer to appeal to using a set of morals and an image. Branding isn’t just about making things look nice – it can have negative or positive effects on the profits and success of a business. That’s where strategists come in – they develop a plan/route for a company to take. I don’t know why, but I didn’t even realise it was a stand alone job being a strategist (read more about it here) – I guess from doing it as a design student I always assumed that it was part of the designer’s job. However after discovering Strat-Talking last week, my eyes have been opened. Full of articles on branding and career advice and tips, for designers and freelancers it makes interesting reading.
When I think about branding, I consider the company to be a person.
They have a personality: things they like and don’t like, things they believe in, a lifestyle and a group of friends similar to themselves (these are the target customers). Brands, like people, have reputations – trustworthy or greedy, jokey or serious, and these affect who will buy their product/use their service. It’s all about making your brand stand out through brand positioning and consider the consumer experience – what is the difference between the Yo Sushi and GBK experiences?
As well as looking at branding, Strat-Talking discusses career options:
It’s the old age question that most creatives will consider at some point in their career: should I go freelance? Both scary and exciting, the world of freelancing can be lonely but with Strat-Talking articles discussing the pros and pitfalls of the F-word, going it alone can become more realistic. As a recent graduate, I have considered being a freelance designer but there are so many unanswered questions – How much do I charge? How do I keep a steady flow of business? How do I look like I know what I’m doing? Let alone all of the scary legal things! Who am I supposed to ask? Well if this sounds like you, have a read through articles including freelancing mistakes and how to avoid them, how to find new clients and what it’s like living with a freelancer. Strat-Talking even has a handy Freelance calculator, which is a great idea because I really wouldn’t have a clue where to start.
A lot of Young Professionals are going freelance. Why? With increased competition, it’s a lot harder to get the job/career you want and well, freelancing does have it’s benefits: being in control of your career, creating your own challenges, exploring a variety of career opportunities and having a lot of flexibility. Does this sound like you? Read the full article here.
As a blogger, I like reading about experiences – real life accounts from real people. Start-Talking includes guest posts from a variety of people, including this one from Ashley Peabody about breaking into the Advertising industry as a planner. It really spoke to me: ‘ One of the best pieces of advice I received came from Nike London’s Director of Marketing who asked me to really think about where I wanted to be in five years because it’s not just about that first job, it’s ensuring that you’ve created a roadmap for yourself and for your career.’
Strat-Talking is a great source of advice and I will definitely keep reading the articles! What do you think to Strat-Talking? Let me know if you too find any of the articles interesting/helpful.