Ask small business owners about design and many will simply point to the company logo, but innovative design can transform a company's fortunes.
The Design Council pairs small businesses with designers who can help companies to become more profitable.
Ellie Runcie, head of the Designing Demand programme, says: 'There is a perception that design is just aesthetics, but it's much more than designing a new product, service or advert. Is there a way of doing things differently? That's what design is about.'
So far 1,600 businesses have used the programme - from attending workshops through to working with a designer.
Edward Naylor turned to Designing Demand because his clay and concrete pipe business - Naylor Industries, based in Barnsley, South Yorkshire - needed help. The business, which turns over £250m, had spent £18m on capital investment to little effect, while its attempt to diversify by manufacturing garden pots was floundering.
Edward, 45, says: 'The Designing Demand process helped us. We created the Yorkshire Flowerpots brand, which is now the UK's biggest garden pot manufacturer.'
Profits have doubled and 60 more staff have been hired. Edward adds: 'We spent just over £10,000, which was cheap.'
by Jenny Little - reproduced from www.thisismoney.co.uk
