O Designer em Salvador – Desafios e Mercado

A identidade visual de uma empresa faz toda diferença no que se diz respeito à imagem que se deseja passar ao consumidor final. Atuar como designer gráfico na capital baiana, hoje, é um mérito muito grande, uma conquista pessoal, uma espécie de loteria. Muitos se julgam capazes e dizem ter habilidades para todo tipo de trabalho gráfico. Apesar de inaceitável, isso é compreensível, já que vivemos o design 24 horas por dia. O design está inserido na nossa rotina, no nosso dia a dia. Nas ruas, respiramos, comemos, fazemos, acreditamos, desejamos e consumimos o design, de todas as formas, através de embalagens, impressos, revistas, anúncios, gadgets, aplicativos, produtos importados e peças do nosso cotidiano que muitas vezes passam despercebidas, mas que por trás trazem designers estudiosos, que com talento e competência dedicaram-se muito para que boas ideias se tornassem realidade. A profissão vem se fortalecendo a cada dia no mercado baiano, mesmo com toda interferência de pessoas que se intitulam designers, apenas por dominarem meia dúzia de programas de edição no computador. Eles existem! Principalmente aqueles que tentam ludibriar seus clientes mostrando a eles produtos enganosos e de extrema ineficiência. Muitos, além de desvalorizar o trabalho de uma empresa, desgastam e prejudicam seriamente a imagem do cliente no mercado, além de investir toda verba de forma equivocada. Esses erros acontecem com frequência por conta de alguns empresários que acham que pagar menos é sempre melhor, esquecendo-se de que, muitas vezes, o barato pode sair caro demais. Não me refiro apenas ao profissional autônomo desqualificado, mas também às empresas de pequeno, médio e grande porte, que muitas vezes, para economizar na folha, procuram contratar mão de obra barata, visando um lucro maior para si, não se preocupando com o principal: o melhor para o cliente. A obrigação de um designer hoje é traduzir exatamente a melhor forma e anseios dos seus clientes, mostrando a verdadeira importância do seu trabalho, demonstrando total confiança para poder transformar positivamente a imagem de uma determinada empresa. Sem esquecer-se da importância de respeitar a inteligência do cliente e do mercado, fazendo o seu serviço de uma forma qualificada e transparente. Vez ou outra aparecem clientes aqui no escritório, solicitando muitas coisas e no final sempre tem aquela observação: “aproveita e cria um logo aí”. Não culpo nenhum deles, pois sei que o que motiva essa atitude é o mercado despreparado, acostumado a dar “de brinde” serviços que demandam tempo, estudo e atenção, e que por isso, deveriam ser cobrados de forma justa. Quando isso acontece, procuro orientar o cliente da melhor forma já que muita gente não sabe que hoje a base de qualquer empresa é uma boa marca.

Criação de marca hoje é um desafio para qualquer designer gráfico, não é apenas sentar na frente de um computador e escrever no Word ou Corel Draw. Criar uma marca requer muito conhecimento, experiência, estudo, pesquisa e, principalmente, entender do que se trata realmente o negócio do cliente. Muitas empresas e empresários não tem esse tipo de conhecimento. Esse é o nosso papel como designers. Explicar, entender e executar o trabalho da forma mais correta possível. Hoje, uma marca pode incrementar ou prejudicar de vez uma empresa, portanto é preciso ter muita cautela ao dar esse primeiro passo, pois vai refletir nos passos futuros. Vai por em jogo todo investimento e tempo idealizado pela sua empresa?

Praticar o branding  é uma tarefa para poucos e quem é profissional da área sabe o quanto é trabalhoso implantar essa filosofia na cabeça de empresários brasileiros. O Branding nada mais é do que uma postura empresarial ou uma filosofia que coloca a marca do cliente no centro das atenções do seu público alvo e nas decisões da empresa. Lembrando que a marca não é apenas aquele símbolo preso na fachada da sua loja/organização/instituição ou no canto superior do seu site, a marca é o sentimento dos consumidores, se o consumidor é apaixonado pela sua empresa, significa o resultado positivo do branding feito para sua marca. Quando falamos em branding, falamos como um todo. Por exemplo: A cor dos caminhões da empresa está comunicando a marca da empresa? A farda dos funcionários está comunicando a marca da empresa? O tratamento do funcionário comunica a marca da empresa? O site está comunicando de forma correta a marca, o produto ou serviço da empresa? O jeito que a recepcionista atende ao telefone está comunicando a marca? A sua conversa com um colega/amigo durante um happy hour está comunicando a marca da empresa? Ou seja, tudo isso pode comunicar a sua marca de forma positiva, negativa ou até de forma neutra (aquele que não vai nem para frente e nem para trás e torna-se indiferente). Por isso, todas as interferências sobre uma marca hoje deve ser cuidadosamente planejadas e executadas, pois uma estratégia de branding bem ou mal sucedida será um eterno reflexo na imagem que o cliente final terá da sua marca. Não é a toa que todos os passos referentes à marca devem sempre levar em conta os resultados de longo prazo.

A concorrência cada dia mais feroz, faz com que os consumidores, principalmente do Brasil, exijam das empresas um diferencial cada vez maior. Essa postura força os empresários a mudarem sua postura, investindo cada vez mais em criar e fortalecer a sua empresa através do design.

De nada adianta trocar a marca a cada semestre. Isso só gera prejuízos institucionais. Nessas horas um bom planejamento faz toda diferença e a escolha de um bom profissional é o que fará essa estratégia de branding funcionar. Uma marca é composta por dezenas de elementos ( nome, símbolo, slogan, mascote, fama, tradição, história, jingle e embalagens ). O desafio para nós, criadores de marcas, é calibrar todos estes elementos para que estejam devidamente alinhados. Texto publicado no site Design Brasil http://www.designbrasil.org.br/entre-aspas/o-design-em-salvador-desafios-e-mercado/#.VSa63hPF-AQ    ]]>

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