Great buildings, the ones that leave a lasting impression while serving a functional purpose, begin with a solid blueprint, based on information assembled by the architectural team. In the marketing world we often hear the term “Brand Architecture” (registered Trademark of Plunkett Communications Inc.) and it’s an accurate term when it is properly understood. The dictionary defines an architect as somebody whose job it is to design buildings. That’s a little bland for my liking—sort of like calling the Beatles “a band.”

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Design is your first impression. It is your differentiator and one of the most important sales and marketing tools that you will ever have.

It is the visual and physical articulation of your product or service. It drives your customers’ brand experience and ultimately helps to build sales…and from where we sit, that’s a good thing.

Design, design elements, form, fashion and colors aren’t things that you work on in your spare time, for fun, to give you a break from the mundane pressures of running your business on a daily basis. Or that your kid sister can do because you bought her a Mac with all sorts of neat programs.

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