I was shopping at Smart and Final yesterday. While standing in line, I looked down at the placements stickers for social distancing. They said two things: "please stay six feet apart," and "we know you have many options, thank you for choosing us."
Next, when I was in line, the cashiers had done their job so well that they had eliminated a lengthy line entirely. Their manager came out and congratulated his team.
What's the big deal?
For one, this store took things that seem small and superfluous and made them something special. This could also be done with the welcome letter for a newsletter subscription, or cards sent to say thank you to clients, or phraseology around being open or closed. The point is that they put an authentic spin on it to make it memorable and relevant to this brand, when they could have just passed over it without much care.
The devil and the angels are in the details.
You choose who it is.
No, you're not going to remodel the kitchen in your startup. This is an analogy. You see, when you renovate your house to increase its value, there are two areas most recommended: the kitchen and the bathroom. Doing this adds the greatest increase to a home's value.
Is it out of the question to think that design could be the equivalent to increasing a startup? Not unlikely. I was at a pitch competition last month and all of the judges made comments on the design of the winning team's slides. How well they flowed, the ease of reading information, and the personality they added. There were other participants that had ideas just as good as theirs, but good design made them win.
Furthermore, in comparison to other things startups might do to increase their value, design isn't that expensive. A solo freelancer can make a run-down, scrappy startup look like it is worth millions for under $30,000. If it results in the recoup of millions in fundraising, that sounds like a drop in the bucket.
Here's the thing: if you're looking to tremendously increase the value of your startup, you might want to consider design as a starting point.
It's a common misconception that you have to be a designer to be a branding expert. False.
Branding is the art of making people feel a certain way about your business. Design is crafting with intention, be it in the physical space, digital, interior, whatever.
The point is that they are different skills. And while they do overlap within people, they are not the same. For example, if you know your values, who your customers are, and how you make them feel, you've got a solid understanding of your brand. But, it doesn't mean you've got the creative prowess to translate those emotions into a logo, a website, or any other marketing collateral. Likewise, you could be the best designer in the world and not know a damn thing about positioning, user profiles, deriving brand values, or even navigating the process of extracting them from a client.
Branding is king. If you had to forgo knowing your brand and being design-conscious, the brand is more important. But, that doesn't mean you can expect to achieve greatness without design. Why?
Because design turns something ordinary into something spectacular, makes complicated things, like a website, easy, and adds the spark of delight that makes a brand irreplaceable.
It's kinda like this: you want a significant other who is a good person and well-intended. Someone who is confident in themselves and has a spirit to match. That's the brand.
But it'd make it easy to start the conversation if they were attractive and well put together. That's design.