Blog
illustration of a bridge being completed by putting the last puzzle piece in place
February 24th, 2025

5 Ways Manufacturers Can Adopt Design at the Core

Manufacturers frequently find themselves struggling to bridge the gap between their products, brands, and the evolving needs of their customers, creating challenges that ripple across their business. While operational efficiency, engineering prowess, and product innovation have been their traditional strongholds, many manufacturers fail to recognize that poor branding is merely a symptom of a much deeper issue: a lack of positioning, purpose, and an integrated approach to product and brand design.

This oversight can be costly. In a competitive marketplace, where differentiation and customer connection drive growth, failing to prioritize design as a strategic function puts manufacturers at a disadvantage.

The Strategic Role of Design

Design is not just about aesthetics. It is a discipline that intersects purpose, function, and emotion. For instance, Yaktrax®, working with BOLTGROUP, revolutionized the traction device market by embedding design into their core strategy. By focusing on user-centric design, we elevated product performance and crafted a brand identity that resonated with outdoor enthusiasts, resulting in 80% market share and the best-selling product of its kind in the world. For manufacturers, design has the power to:

  • Elevate product desirability: Well-designed products capture attention and command premium pricing.
  • Build brand equity: A cohesive brand story, told through design, fosters customer loyalty.
  • Streamline complexity: Integrated design thinking can simplify processes, improve usability, and reduce costs.
  • Drive market positioning: Design helps clarify what your brand stands for and why it matters to your customers.

Yet many manufacturers treat design as an afterthought—a finishing touch rather than a core element of their strategy. This approach undermines the ability to align products with brand values and customer expectations.

Yaktrax product in use on an icy surface

The Cost of Ignoring Integrated Design

A lack of focus on integrated product and brand design leads to missed opportunities in the following areas:

  1. Differentiation: In industries where products often look and perform similarly, design becomes a critical differentiator. Consider Yaktrax again, which transformed the traction device market by combining functionality with a bold, cohesive brand identity, integrated with ground-breaking product design. This approach demonstrated how manufacturers can stand out in an increasingly crowded market. Without it, manufacturers risk being viewed as a commodity rather than a unique solution provider.
  2. Customer Experience: Poorly designed products or fragmented branding creates friction in the customer journey. These moments of frustration can erode trust and lead customers to competitors who offer a seamless experience.
  3. Market Responsiveness: Design-led organizations are more agile and better equipped to anticipate and respond to changing market demands and lifestyle trends. Manufacturers who ignore design’s strategic value often find themselves reacting too late to shifts in consumer behavior or market trends.
  4. Growth Potential: Investors and partners are increasingly drawn to companies with strong brands and innovative products. A weak or inconsistent design strategy can signal a lack of vision and diminish the attractiveness of the business.
Yaktrax product packaging

A Call to Action: Make Design Central

To capture the growth opportunities they are missing, manufacturers must adopt a design-at-the-core philosophy. Here are key steps to achieve this:

  1. Define Your Purpose: What does your company stand for? Why do you exist? These questions go beyond your products and delve into the emotional connection you want to foster with your customers. Purpose provides the foundation for both brand and product design.
  2. Integrate Product and Brand Design: Product and brand should be inseparable. The materials, finishes, and functionality of your products should reflect your brand’s truths, pillars, and attributes. This alignment strengthens the connection between products and the brand, fostering trust and loyalty among customers.
  3. Invest in Design Expertise: Bring design leadership into the C-suite, transitioning with outside partners. Ensure designers have a seat at the table when strategic decisions are made so design influences every facet of your business.
  4. Embrace Design Thinking: Use design thinking to solve complex problems, uncover insights, and innovate. This approach encourages collaboration and creativity across disciplines, fostering a culture of continuous improvement.
  5. Measure Impact: Set metrics to evaluate the effectiveness of your design strategy. Customer satisfaction, market share, and brand equity are all indicators of success.

The Opportunity Ahead

In today’s competitive landscape, integrating design at the core of manufacturing is not just beneficial but essential. Companies that embrace this approach position themselves for enhanced customer loyalty, increased market share, and sustained growth. The evidence is clear: design is a transformative force that revitalizes and propels manufacturers toward success.

The choice is clear: design is the business story of the 21st century, a transformative force that has the power to revitalize and grow manufacturers in ways once thought impossible. By placing design at the heart of their strategy, manufacturers can unlock untapped potential and thrive in an increasingly competitive landscape. This is not merely a shift—it is the path forward for those ready to lead the way. Let us know how we might help.

Let's Connect

Are you in a position where a pivotal shift is required to hit your goals? We can help.