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Industrial marketing and design

Strategic design is a process in which the long-term future of a product is defined. It is a planning process in which the objectives of the company are evaluated, the market and the competition are analyzed, and the characteristics and functionalities of the product are defined, both to make it the most functional product possible and to produce it in the most attractive way for our target audience. That is to say, we base ourselves on collecting all the information possible, in order to understand perfectly what our target is like and who exactly we are addressing. Once we understand what they are like, we will be able to execute all these inputs in the most effective way possible, creating our product and adapting it to this information.

Why does strategic design matter?

Strategic design is important because it is the foundation on which marketing strategy is built. If a product is not well-designed from a strategic point of view, it is very difficult for it to succeed in the market. Therefore, it is essential to make a good strategic design before starting to implement any marketing strategy.

During the strategic design, the long-term objectives of the product are established, the characteristics it has to have in order to satisfy customer needs are defined and the desired market positioning is determined. The current situation of the company is also evaluated and an action plan is established to achieve the long-term objectives.

Imatge d'estratègia. El màrqueting industrial i el disseny.

Design plays a critical role in industrial marketing, as industrial products and services are often complex and require a clear and attractive presentation so that potential customers can understand their value and usefulness. In addition, design can also help differentiate a product or service from the competition and generate a strong and recognisable brand image.

The fact of having a solid and recognised brand image will help our brand to differentiate itself from the competition, thus standing out in the market and going deeper into the minds of consumers. What we have to achieve is that simply by our colours, logo or product design, even if the consumer sees them separately, he/she will recognise that this product belongs to our brand.

Once the strategic design has been properly thought out, an appropriate marketing strategy can begin to be implemented. The marketing strategy is responsible for promoting and selling the product in the market. If the strategic design has been done correctly, the marketing strategy will have a solid foundation on which to build its success, therefore, in part, industrial design and product development companies can be seen as complementary to marketing agencies, in that if they are able to work together they will be able to make the product launch in the marketplace go more smoothly.

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