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Why graphic design is important for large and small businesses

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Stand-out graphic design is one of the cornerstones of future business growth and success. 

If that sounds like a bold statement, then think about Apple, Nike and Virgin or home grown brands like 42 Below, Xero and Icebreaker.

Great graphic design has played a key role in creating memorable branding that has helped these companies become household names.

In fact, according to Adobe's latest survey of rapidly growing businesses, 63% of marketers stated that creativity and design were the top contributors to hypergrowth success.

Making an impact with design

Whether your business is large or small, you only have one chance to make that first good impression. Well-designed branding ensures people recognise your business and helps them connect with your products, services, and company personality. When used correctly, it can also help you scale your business.

However, many business owners don’t recognise the importance of graphic design to their business. Too often, I come across businesses where the owners have tried to DIY their own logo. Using Publisher, Canva, or some free online tools, they put some basic shapes together, threw in a bit of text using Arial, and thought “Yep, that’ll do”.

If it doesn’t bother you what people think of your business, then DIY logos are fine. But everyone at some point has chosen to NOT buy something because of its looks; the design just didn’t look or feel right.

The same happens with branding. DIY design can look untidy and unprofessional and sends a message that if you care so little for how your business looks, then maybe your service and products are poor quality too.

The Importance of branding

Branding is your company’s face to the world and is more than just your logo. It includes everything that helps your customers identify and connect with your business including business cards, brochures, websites, billboards, signage, and advertising.

Everything must be consistent to help you get your business name out there and ensure your business is memorable. Great graphic design and clear brand guidelines are critical to achieving this task.

Clear brand guidelines are crucial when experiencing business growth. 69% of those surveyed by Adobe ensured quality control and alignment while they were rapidly scaling by creating brand guidelines, so everyone stayed on the same page.

Graphic design and brand guidelines ensure your visual branding and collateral are consistent and stand out every time. They are vital for every successful business, not an optional extra. In fact, 71% of those companies surveyed prefer to hire in-house graphic designers. If your business isn’t at the stage to hire your own full-time graphic designer, working with an outsourced one is a great option!

In short, good graphic design can make or break a business.



Lee Retimana is the Chief Marketer and Brand Strategist at Muritai Group. With 25 plus years in sales and marketing across a diverse range of industries including IT, manufacturing, health and business services, Lee saw a huge gap in the market for providing small business owners with strong and actionable marketing advice. With a focus on fresh thinking; Lee challenges her team at Muritai Group to use their experience and expertise to challenge ineffective marketing with creative ideas, strategic thinking, and common sense to deliver marketing that works. Lee says "We are experts at finding customers and keeping them. We know how to craft the right messages to get you noticed, make you relevant, interesting and ultimately loved! Our whole business approach links every single marketing tactic to your business objectives and is how we develop a marketing strategy that works – so your business can thrive". Give Lee a call (021 321 747) or email (lee@muritai.com) to see where her fresh approach can take your business.


A Fresh Approach to Marketing