The Communication Gap

Bonini20X40
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Branding is the process of connecting good strategy and creativity.   Despite several studies that illustrate how fundamental internal communication is, before being focused externally, it is apparent that in most companies strategy and creativity remain separate. Yet this gap between strategy and creativity creates a divide between an organisation

Branding is the process of connecting good strategy and creativity.

 

Despite several studies that illustrate how fundamental internal communication is, before being focused externally, it is apparent that in most companies strategy and creativity remain separate. Yet this gap between strategy and creativity creates a divide between an organisation and its customers.

 

It is widely assumed that the discourse of design and marketing is similar, and that integration between designers and strategists is a smooth process.

 

Poor communication and a lack of knowledge of the other’s processes and ways of doing and viewing market research often hinder the working relationship between strategy and design. In recognising these problems, there is an opportunity to develop an effective brand strategy and, consequently, form a potential path of innovation for a given organisation.

 

The smooth flow of information can be limited by several factors. These can include the language used, or the different levels of skills and knowledge of the sender and receiver. Designers and strategists may not have enough understanding or information of each other’s processes to engage in this conversation and form viable solutions.

 

There is a need to bridge this communication gap in order to build an attractive brand. Firms need to understand the fluidity of the processes they use as the overall aim is to engage with a wider audience, including customers. All the people in a given sector or market act as interpreters for companies. But, this creates the dilemma in asking where to look for right interpreters?

 

The solution for this can is found in seeking those who are at the intersection of these two unconnected worlds and share the same field. This can help the process of transferring knowledge and meanings for businesses internally.

 

Companies need to create a better learning relationship between design and marketing to foster this development. Strategy needs to learn from design without asking strategists to become designers or vice versa. There is a need to support the differences between the disciplines if we want to create development and dynamism in pursuing the path of innovation.