Design value chain

You’ve been developing brands since your first days out of uni.
You analyse brands, pitch brands, design brands.
You live brands.

You know that a good brand adds value for a client.

What you want is for the brand essence to flow throughout the companies you work with.
You know your critical success factor is to show a client how the brand should touch every part of the company. That’s the task; getting a client to understand that design can improve areas such as HR and purchasing not just their marketing and sales.
And prove they are getting a return on design investment (RODI).

You meet this challenge by understanding how your client creates value by looking at the their value chain.

The value chain

Manufacturing businesses create value by acquiring raw materials and using them to produce useful products.
Retailers bring together a range of products and present them in a way that’s helpful to customers, usually supported by services such as fitting rooms or personal shopper advice.

Insurance companies offer policies to customers that are underwritten by larger re-insurancers. Here, they’re packaging these larger policies in a customer-friendly way, and then distribute them to a mass audience.
The value that’s created and captured by a company is the profit margin:

Value Created and Captured – Cost of creating that value = Margin

The more value an organisation creates, the more profitable it is likely to be. And when you provide more value to your clients’ customers, you build competitive advantage.

The design value chain is a four hour, inhouse, face-to-face workshop that shows how to evaluate a clients’ value chain and then define the touchpoints where design can be added to increase value. The workshop shows you a RODI approach that you can use with your clients.

This workshop is part of an eight week program that includes:

  • background material supplied pre-workshop for you to read/watch
  • presentations / activities to help you analyse your clients value chain
  • take-away practical tools to help develop a design value chain pitch, and
  • ongoing mentoring to apply the design value chain to your clients’ businesses.

Who should attend

The workshop is suitable for studio owners, managers and account executives in graphic, product, interior and architectural design studios.
The workshop is run in your studio to allow for individual assistance. You can choose how many people attend the workshop.

Greg Branson explains the content and why you should register for this workshop.

All the facts

Where: In your studio
When: At a time to suit you
Who can attend: You or your whole team
How much: $1,700 + gst
More info: Email Greg or phone 0412 762 045


By the end of the program you will:

  • understand the value chain and its place in a business
  • have an understanding of how a design value chain can be developed
  • learn how to evaluate which areas your client is getting a return on design investment
  • learn how to use RODI tools to show your clients the value of design
  • help your client become a design-led business
  • immediately apply your learning to your existing clients and new business prospects.

The workshop will give you the chance to observe value chain analysis in action and participate in producing a design value chain.

The workshop content

  • Overview
  • What is a value chain?
  • Introduce the manufacturing business case study and outline its operations

The value chain

  • Infrastructure
  • R&D
  • Human resources
  • Technology
  • Procurement
  • Inbound logistics
  • Operations
  • Outbound logistics
  • Marketing and sales
  • Customer service


The Design value chain with design tools and RODI applied to one of your clients

  • Improving infrastructure by design
  • Building design into R&D
  • How design can improve human resources management
  • Incorporating design into the technology
  • Improving the procurement process by design
  • Making inbound logistics more efficient by design
  • Using design to improve operations
  • Design used to improve outbound logistics
  • Using design to improve marketing and sales
  • Improving customer service by design


Post workshop

Refine your design value chain analysis.
Develop your pitch.
Get out of the building and put it into action.
Analyse results.

Coaching Sessions

In the month following the workshop, attendees will engage with Greg Branson via weekly emails and a one hour individual coaching session (either face-to-face or on the phone/skype).
The focus of this coaching session is:

  • to reinforce learning from the workshops
  • clarify any questions about the tools and methods
  • to review your use of the tool in a client presentation.

What they said about the DBC workshops.

I found the Strengths and Weaknesses sheet especially helpful to highlight problem areas as an Account Manager. Now that I’ve identified the problems, I can start working on them!
Julie Schroder – Sage Creative

Greg’s workshop offered insights into my business that led to greater strategic focus and a better understanding of client needs.
Andy Homan – Process Creative

This thinking is innovative and creative. We especially value Greg’s understanding of the design industry in Australia. His commitment to helping our studio (and the design industry overall) improve and be more profitable is very genuine and obvious. We were especially impressed with his skill in bringing competing studios together, keeping confidential info just that while still giving sound tailored advice to each studio and also engendering a feeling of camaraderie.
Maryann Howley – Tangelo

Greg has a terrific understanding of running a design business and has developed a process which allows an agency to target and evolve it’s business to better meet client needs.
Mark McNamara – Echo design

The investment

The program cost is $1,700 + gst to be conducted in your studio with as many staff as you want to have involved.

Cancellation policy

Once travel bookings have been made there will be no refund.


Register to have the workshop run in your office. Once a registration is made you will be contacted to arrange a mutually agreeable date. Register here.


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