Businesses will rely more on design and effective branding as a means of staving off the recession, it has been claimed.
According to new research from the Design Council, 54% of UK businesses are planning to use design to help them survive the economic downturn.
The authors of the National Survey of Firms report says that instead of resorting to cutting costs, businesses will use effective branding to find an edge in a tough market place.
Castle Rock Brewery re-designed its brand in order to cast off its homespun image and give it a better edge in the real ales market. The company spent just £3,000 on a new design and has seen its sales volumes rise by 20% in the past year and barrel sales double.
“A small investment in design has paid huge dividends for us,” says its chairman Chris Holmes.
“I no longer regard design as a luxury, but as a competitive necessity.”
The Design Council says that the business is one of a growing trend and its survey found that the number of firms who regarded design as integral to their operations has doubled in the past three years, from 15% to 30%
“Recession is no time to be battening down the hatches,” said the council’s chief executive David Kester.
“It’s the moment when design becomes absolutely critical to survival, growth and success – and it’s great to see that there’s a growing recognition of this within the business community.”
© Crimson Business Ltd. 2008