Introduction
In a competitive space among companies, what strategies exist for financial success and increased income? One of the most significant concerns for many business owners is generating more income and increasing market share. The growth in sales and income is directly related to winning the competition in the market space for businesses offering services or products. In other words; being chosen by the customer among a multitude of competitors.
Design
Many business owners perceive design in the context of a specific product (physical or digital) or a specific service. This perception of design is valid, but not comprehensive and precise. Design is a process to provide creative solutions for improving and elevating the quality of existing conditions. The most important keyword in this definition is “creative solution.” A creative solution doesn’t necessarily lead to a product or service; instead, it can untangle a knot within internal or external organizational processes.
When in a market recession and customers are not particularly interested in buying due to low purchasing power, market share for businesses, both big and small, decreases. The problem is evident. In such circumstances, How can design play its role? To prevent a decrease in market share and the shrinking of the customer base, it’s essential to provide innovative solutions aimed at maintaining control over market share. Properly understanding the issue, identifying its roots, and offering creative solutions to address the problem is a process based on design thinking.
In essence, design can offer solutions that provide creative answers to weaknesses and challenges. Therefore, design is an intelligent and creative process aimed at fostering business growth. This growth can manifest itself in a product or service, or even in a strategic solution.
Design in Business
A common question for business owners involved in producing products or services is: Why not just replicate? Why focus on design? If a copied product has passed its test in the market, why should it be replaced with an original product when there’s no guarantee of its sales? First, it’s worth noting that in countries where copyright and intellectual property laws are absent, like Iran, the reasoning behind this matter might be valid. However, in countries where copyright laws exist, this question is fundamentally flawed and doesn’t arise.
Now, let’s address this question. Businesses that prioritize revenue increase and growth through production and aim to expand their manufacturing and factories do not need original design! In fact, there’s no logical reason for these types of businesses to turn to design. But if their strategy involves creating a brand, design can certainly help greatly on that path. Creating original design is a proper, long-term investment for transforming a business into an original brand.
Brands with original designs can present their DNA and philosophy to customers. An original brand cannot convey its brand philosophy through copied products. By copying, brands become narrators of another brand’s perspective.
Competitive Advantage
Design can define a unique competitive advantage for businesses, enabling them to claim a larger market share. In fact, customers make purchases based on the values defined in the brand’s thinking and offered to them through products and services.
Expecting customer loyalty makes sense when we’ve provided a unique value. Our service or product can carry this unique value. Hence, design empowers businesses to create unique value for customers.
When we create a product or service based on brand ideology, we create a unique atmosphere for our sales and marketing. Another point to consider is the pricing of a designed product. It is determined by the brand, and due to the absence of similar products, customers can’t easily compare it to other products. In contrast, imagine a similar product to yours in the market, produced by two or three other brands, competing purely on price. This scenario would be challenging.
Conclusion
A creative product or service, where the needs of the brand’s target group have been assessed, can facilitate higher sales in the market. Brands require a unique perspective to become leaders for their customer groups in the market. Regardless of the customer level, presenting this fresh and new perspective significantly helps in becoming an original brand in the market.
Design, based on the thinking and philosophy of each brand, has the power to uncover hidden customer needs and present these needs as a competitive advantage in the market. To offer a distinct yet cohesive identity in products and ensure sustainable brand development in the market, design can play a vital role.
By: Majid Ahmadi Khoshbakht
CEO of MAKH
