Question

Topic: Branding

Recommend Design To Directors Who Don't Agree

Posted by m3rsi on 8/15/2018 at 10:23 PM ET 250 Points
Hi.

I need help with asserting my opinion/ recommendation over a business card redesign. I did a redesign and our 8 directors are split between liking it and the other half wanting the cards to keep the old design, which trust me, is very outdated.

The problem is that none of the directors have an understanding of appreciation of graphic design and their feedback is based on personal taste, which does not reflect current trends. More so, the letterhead are quite modern and the business card are dated and they do no match.

What can I say to respectfully recommend that we continue with the change? Put bluntly, that the marketing person should in a situation like this have the final say?

It is frustrating that I do not have the final vote on this, that the directors don't see me as the authority figure, but given that this is in limbo and we need to move ahead, I feel I need to find a way to assertively say that my recommendation should be implemented.

Any help would be greatly appreciated.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/16/2018 at 8:21 AM Accepted
    Survey current and prospective clients for their input. What does each of these designs say to them? Use their input to make a decision, rather than personal tastes.
  • Posted by Peter (henna gaijin) on 8/16/2018 at 12:20 PM Accepted
    The biggest argument you would have is to get it to match the letterhead, particularly if this is part of an overall branding design for the company, with matching logo, web site, fonts and colors defined, etc. Do you guys have a style guide covering all of this?

    This said, you always need to pick your battles. Business cards are generally not critical to the business' future. And if you print the old style and change later, the cost to redo is nominal. This does not sound like an area I would get invested in fighting with the upper ups on.

    Of course, there is also the question of why an issue as small as a business card design needs to be approved by the directors. Signing off on a style guide I could see them approving, but does seem a like it could be bit too hands on for them to be looking at business cards on their own.
  • Posted by cookmarketing@gmail. on 8/16/2018 at 10:24 PM Member
    Jay has it correct. A bonus; your clients will appreciate you reaching out for their thoughts and #2 another (marketing) touchpoint via a face to face meeting
  • Posted by Mike Steffes on 8/17/2018 at 7:48 AM Accepted
    " I did a redesign", that's a large part of the problem. Involving ALL the stakeholders (at least to some, maybe small, extent) is critical to any project's success and to project sign-off from above (when necessary). Asking the Board for thoughts, you probably could have eased into a workable compromise. I'd consider myself lucky if they weren't uncompromisingly stubborn on the issue now.
    Maybe if you took the initiative to drop your existing work (toss the bathwater and your baby) and begin anew by asking them, and customers, for thoughts and ideas. Try to focus your persuasion of the Directors toward what's best for the business. Not easy.
  • Posted by cookmarketing@gmail. on 8/17/2018 at 8:31 PM Accepted
    Getting complicated. This card serves two purposes: Your message and a CTA (like website or email address or telly). The 'board' may squabble.

    Remind them; it is the customer and future customers we are addressing with this card.

    As they say when making a speech:
    Tell'em what you're gonna tell'em
    Tell'm
    Tell'em what you told them

    It's now your position to insist the customer comes first (your billboard/card) is your first step in answering the customers needs
  • Posted by mgoodman on 8/19/2018 at 8:42 AM Accepted
    Is this really the project over which you want to fall on your sword? What is the likely profit impact of a business card design?
  • Posted by telemoxie on 8/20/2018 at 9:14 AM Accepted

    You say that directors do not respect your authority. Welcome to the real world.

    You don't get respect on the basis of your position, or your education, or your job title. You need to earn respect over time.

    There is a difference between being "market-driven" and being "marketing driven." I used to work for a fellow who thought that the company should be marketing driven, that everyone should listen to him because he was the marketing guy. After all, that's what the marketing textbooks tell you, right? But he did not get along well with senior management.

  • Posted by SteveByrneMarketing on 8/21/2018 at 4:45 AM Accepted
    I agree with mgoodman, find another battle that will produce more significant results. Ex. a growing segment that is not getting enough marketing attention. Increase revenue by 5% and they will begin to listen. If not, then resign.
  • Posted by Shelley Ryan on 9/6/2018 at 11:50 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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