How to Adopt a Designer’s Mindset in Your Communication Strategy:

I wrote about incorporating communication into your product development or any other development in your organization in the article: Why Communication professionals need design thinking
In this article, however, I’ll try to share some tips on how to adopt a designer’s mindset. As an example, try to imagine that you’re a communication manager and the company needs a new intranet. You are in charge! And in this case, a designer’s mindset is helpful. In the following, I’ll outline 12 bullets

  1. Empathize: Put yourself in the shoes of your audience, initiate a dialogue and listen to them. Understand their needs, aspirations, and pain points. Conduct surveys, interviews, and focus groups to gather insights.
  2. Define the Problem: When you know your audience, you are also better suited to understand their “pain” points. So once you understand what’s at stake, you can clearly define the communication challenges you’re facing. Define your goals and the outcomes you aim to achieve.
  3. Ideate: Encourage brainstorming and generate multiple ideas for how to communicate your message. What channel, format and when to communicate? And do you need to educate, inform, or change behavior to overcome challenges?
  4. Prototype: Create rough drafts or prototypes of your communication materials. This could be draft emails, mock-ups of visuals, or outlines of video scripts. Try to go through your material just like your audience would.
  5. Test and Gather Feedback: Share your prototypes with a sample of your target audience and gather feedback. Listen to their reactions and use their insights to refine your communication materials.
  6. Iterate: Based on the feedback, refine your communication materials. This could involve revising your messaging, adjusting visuals, or rethinking the overall strategy.
  7. Visual and Narrative Elements: Incorporate visual elements such as infographics, images, and videos that enhance your message’s impact. Craft narratives that engage your audience emotionally and intellectually.
  8. Collaboration: Involve a cross-functional team that brings diverse skills and perspectives to the table. Designers, copywriters, marketers, and communication specialists can collaborate to create holistic and effective messages.
  1. Open-Mindedness: Embrace experimentation and don’t be afraid to take calculated risks. Be open to trying new formats, channels, and styles to see what resonates best.
  1. Continuous Improvement: Corporate communication is an ongoing process. Regularly review the effectiveness of your strategies, gather data on engagement, and be ready to adapt based on changing circumstances.

By adopting a designer’s mindset, you can create communication materials that are not only informative but also visually appealing, emotionally resonant, and ultimately more impactful.

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