Why design is a competitive advantage

If you pause and think about the impact design has on a business, you quickly see how it touches everything—every product, every customer touchpoint, every experience. Yet, for some reason, design is often overlooked as a key driver of competitive advantage.

Design is a strategic powerhouse, not just something to make things look pretty. It’s high time we elevate it to its rightful place as a critical force in shaping business success, innovation, and customer loyalty.

DESIGN ISN’T JUST SKIN DEEP

Here at Tiny Hunter, we often find ourselves fighting the misconception that design is just about aesthetics—logos, colours, and packaging. But let’s be clear: it is so much more.

Design is not only a new way of seeing the world, but its power is in helping others see the world in a new way too. Design is (or should be) a direct representation of your brand. And brand is (or, again, should be) the beacon that guides your business. It holds immense value.

Anyone who’s pulled on their favourite pair of R.M. Williams boots or proudly declared themselves ‘Apple’ not ‘Android’ has experienced the power of brand.

Alongside marketers and brand strategists, designers play an integral role in creating this brand value. A graphic designer crafted the iconic Nike swoosh, product designers developed the Birkin bag and the Apple iPhone, and user experience (UX) designers created customer journeys that engaged, persuaded, and converted.

THE HIDDEN COST OF BAD DESIGN

Bad design isn’t just an eyesore—it’s a business risk. Inconsistent, confusing, or outdated design sees customer trust and brand credibility go out the window. 

Think about the last time you landed on a clunky website or saw mismatched logos and colours across a company’s marketing materials. It probably didn’t inspire confidence. In fact, research from Stanford University shows that 94% of first impressions of a website are design-related. If your design falls short, customers will simply go somewhere else. 

But it’s not just about losing customers in the moment. Over time, inconsistent design weakens your brand recognition and loyalty. Another study found that brands with consistent design across all platforms see revenue increases of 33%. That’s because cohesive design builds trust and makes it easier for customers to identify and remember your brand.

 But perhaps worst of all, poor design creates a perception that your product or service lacks quality. It sends the message that you don’t sweat the details—a dangerous signal in a world where customers are increasingly discerning.

WHY EVERY LEADER SHOULD THINK LIKE A DESIGNER

Design is a collaborative, inclusive, and transformative process, and the creative thinking designers bring to any process should never be underestimated. They aren’t just creating some pretty logos and leaflets. If they’re good at what they do, they’re getting deep into the psyche of the customer, simplifying complex business information or processes, and helping to create tangible real-world outcomes.

That’s why we think every business leader should embrace the mindset of a designer, and take the time to understand the role of design in their business. Of course, we’re not saying executives need to master Adobe InDesign. It’s about adopting a design-driven approach: being open to new ideas, championing creativity, and always keeping the customer at the heart of every decision.

So, how do we harness the principles of design to create a competitive advantage?

  • View design as a strategic investment: Design isn’t just an expense—it drives innovation, builds customer loyalty, and fuels long-term growth
  • Embed design into decision-making: Leverage design thinking across all departments to align the entire organisation around a shared vision
  • Demonstrate the value of creativity: While it’s tricky to put a dollar figure on design, one study suggests that brand is worth roughly 30% of business value. For the highest-performing brands, that can rise to more than 50%

By thinking like designers, leaders can tap into a mindset that fosters innovation and creativity. And integrating design into business strategy? That’s the ultimate way to gain an edge.

A PERSONAL REFLECTION

At Tiny Hunter, we see the power of design in action every day. We’ve worked with brands to transform, evolve, and grow by making design central to their strategy. But while many of our clients embrace the designer mindset, there’s still work to be done in shifting how businesses view and integrate design.

The truth is, design has always been a quiet powerhouse, shaping the way we see and experience the world. It’s time to give it the recognition it deserves as a key driver of competitive advantage.

So, next time you’re facing a big decision, ask yourself, “How would a designer approach this?” Better yet, collaborate with a designer to uncover innovative solutions you might not have considered. You might just be surprised by the edge it gives your business.

Brooke Nolan

Written by: Brooke Nolan
Published: January 22, 2025

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