Raising Corporate Value through Design Management｜How to Develop Brands through Strategy x Creativity
Why is "design management" attracting attention now?
The market is changing quickly, and it is difficult to differentiate products and services alone.
In this context, the focus of attention has been on theDesign Management".
What is design management?Not only to design the appearance of the company, but also to give form to the company's ideas and values and apply them to the overall management of the company.。
In other words, we view design not as an “expression” but as an “axis of management.
What is "Design Management" advocated by the Ministry of Economy, Trade and Industry?
In the "Design Management" Declaration, published in 2018 by the Ministry of Economy, Trade and Industry and the Japan Patent Office,
Design management is described as follows
"How to manage a company by placing design at the center of its activities to enhance brand power and innovation."
The "design" here is not merely aesthetics of appearance,
A mechanism to give form to the company's philosophy and values and communicate them through customer experiencerefers to
In other words, design management is
- Express management intentions through design,
- Reflecting that value in every customer experience,
- Consistently convey the "character of this company."
👉 As a result,Management techniques to enhance brand power and organizational creativity (innovation)It is.
Why design is directly related to corporate value
Design appears to be a sensory experience, but it is actuallyOne of the management resourcesIt is.
- Organize and correctly communicate the company's philosophy and message to the outside world
- Through contact with customers, empathy and trust in the brand can be fostered.
- The objectives are shared within the company, making it easier to align decisions and actions.
👉 When management and design work together, it is not “how it looks” but "how it is conveyed" that changes.
Success Stories: What companies that have grown their brands have in common
Looking at "design management case studies" in Japan and abroad, we find that companies that are achieving results have one thing in common.
- Management understands the significance of design and is involved in decision-making
- Designers are involved from the planning and strategy stages.
- Consistently communicating the brand's worldview
For example, for one long-established company, reestablishing its philosophy in a visible form has led to the re-growth of its brand, as empathy has spread to younger generations.
“The attitude of ”connecting management and design" is the key to a strong brand.It is.
Practice 1: Collaborative structure between management and design team
The first step in practicing design management is,Making the dialogue between management and design routine.It is.
- Management shares the direction and philosophy of the company,
- The designer puts it into concrete experiences and expressions.
Once this cooperative system is in place, the axis of decision-making will be consistent, and there will be no hesitation in sending out messages.
Practical Method 2: Design Process from Strategy Planning to Execution
Design management is not "production" but "structure.
It is important to build a single flow from strategy to execution and improvement.
- strategic planningClarify: Philosophy, objectives, and targets.
- DesignDesigning the experience, brand expression, and lead-in design.
- Execution and improvementDesign: Review and continually refine the design in the course of operations
This process.Advancing Across DepartmentsThis will provide a mechanism for the entire company to move in the same direction.
Summary: Strategy-based design makes companies stronger.
The goal of design management is not to "make it look good.
It is,Concepts for communicating corporate ideas, generating empathy, and fostering trustIt is.
- The integration of management and design clarifies the “axis” of the company.
- Fostering a common vision internally and externally
- Become a brand that customers want to continue to choose.
We are committed to the company's desire to change,
Support to give shape to our philosophy by combining strategy, design, DX, and marketingThe company is conducting the following activities.
👉 Design management is management to envision the future.
By connecting strategy and creativity, companies can grow with their "character.