Why using templates may result in incoherence in the key message?

“The content determines the container”

One of the greatest graphic designers (also an architect) of our time said: “The content determines the container - a basic truth also in book design”. In other words, copy precedes and therefore significantly impacts the design. Design not based on specific copy has no clear purpose, and careless use of generic templates results in incoherence to key messages.

It seems harder and harder to resist using trendy templates for marketing collaterals, social media, web design, and (pre-made) logos - all created to save your time, money, effort and compensate for lack of marketing and design skills. However, a DIY template approach may backfire if you are trying to establish trust with clients and build brand recognition.

Templates are tailored around generic messages

Traps small business owners fall into when using generic templates: 

• Templates are tailored around generic messages

• The copy length and structure impact design, through elements like typefaces, their variants and size

• Template customization requires knowledge of design principles

• Without a well defined brand style guide to focus the customization, use of pre-made generic templates makes it impossible to build brand recognition

• Pre-made designs may not be appropriate for all industries

• Imagery used in templates is often carefully selected for appeal. That may prioritize personal taste over purpose

The use of templates is great for documents for internal use (financial reports, administrative forms)

However, the use of templates is reasonable and justifiable when you continuously produce uniform informative documents for internal use:  

• Accounting and finance reports 

• Administrative forms 

• Procedures and instructions 

• Contracts, fee sheets and sometimes resumes - this applies to companies who apply for grants or produce project proposals 

If you are trying to establish trust with clients and build a brand, creating custom designed, client facing documents is the best option.

Small to medium size consulting firms may benefit from implementation of modular document structure

What if you just got into consulting and can’t afford to hire a marketing specialist, yet you need to create ad-hoc client facing documents on a daily basis?

This is often the case in small to medium size consulting firms. Possible solution would be implementation of modular document structure, in which case the contractors (marketing designer and specialist) would face the following challenges: 

• learning as much as possible about the industry, clients and projects

• learning about various types of documents being produced by technical staff 

• defining structure and type of modular documents based on the research

• planning  and developing  designs that make sense in terms of structure and visuals

• Figuring out how to work with the existing asset library 

Besides research, one of the prerequisites for development and implementation of modular document structure is having well defined brand guidelines. This process may take weeks or even months, but the payoff grows proportionally with level of implementation in practice.

Here is how you will benefit from implementation of modular document structure in small consulting firms: 

• Standardized portfolio documentation

• Branded, carefully structured and designed client-facing documents that can be put together by non-designer staff

• Consistency in sending cohesive message to clients 

• Defined guidelines for documentation in terms of length and visuals, based on research and industry standards 

• Simplified process of content creation and guidelines based on market research and clients’ needs 

• Time and effort saved and effectiveness increased translate into cost decrease

Conclusion:

Pre-made generic design templates are based on generic copy, while custom branded modular documents should be designed in accordance with company brand style guide, based on research while taking into consideration business objectives. Custom branded modular documents are great tools that save time and effort in building brand awareness and recognition, especially for small consulting firms.