‘So you’ve designed our identity, what do we need next?…’. This might sound funny but it’s a question we hear from time to time at SHO. Once somone has come to us with a project, that’s based on a great and original idea, we can design everything they need to make that project a reality. But the plan that takes that idea and all our work and actually makes it happen sometimes gets lost.

The simple answer is to have a marketing plan. That will define the insights and outline strategy to inform our designs and give the project structure. Sometimes that’s not available (not everyone has access to marketing resources) and we can help and advise the strategy for the marketing through things like competitor analysis and customer touchpoints.

To get the best from graphic design though, it really does help to have a marketing plan. This article has some helpful tips and a few pointers we use ourselves:

> Simple steps to a marketing plan