 It can be tempting, as a small business owner, to take the do-it-yourself route when it comes to branding. After all, there are countless tools out there, many of which are free (or dirt cheap), to help non-creatives develop slick graphics to make their brands stand out. Contrary to what DIY design sites would have you believe, though, effective design is not as simple as drag-and-drop. Don’t get me wrong, these programs have their merits. With just a few clicks, you can:
However, none of these cool features amount to a hill of beans for you if: 1. You don’t already have a clearly defined brand styleThe key to making your brand credible and memorable is consistency. But if you’re always guessing at how to combine colors, fonts, shapes and imagery to create your visuals, you’re probably not putting out a consistent image. How a design partner helps: A design partner asks the right questions to help you develop or refine your brand style. They can then replicate that style in various formats so your brand presence is cohesive and your visual communication is consistent. Cohesiveness builds recognition. Consistency builds trust. Customers who trust you will buy from you. 2. You’re not sure if your design choices are making the right statementIf you worry your designs aren’t professional-looking enough, or you think they don’t resonate with your intended audience, you’re probably right. Unfortunately, if your designs don’t resonate, they don’t work. How a design partner helps: A design partner understands your brand, as well as your audience. They can translate your message into beautifully crafted visuals that stand out and trigger the desired response from viewers. 3. You’re spending more time on design tasks than on money-making taskIt’s easy to underestimate how much time and effort goes into designing marketing content and materials—we’re talking hours, days and even weeks of work. You’re probably spending late nights, early mornings and lunch breaks designing social media graphics, report covers, presentations and so on. But those are precious hours you’re not spending on essential, money-making tasks—like following up with leads, sending out invoices or closing a new deal. How a design partner helps: A design partner knows your vision and can skillfully turnaround design tasks in less time. So you can focus on more important things, like writing your content or delivering a knock-out presentation. For heaven’s sake, ditch the DIYThe next time you find yourself drudging through another design project, ask yourself this one simple question: “Will doing this myself get me the results I want?” If your answer isn’t a resounding yes, then do yourself a favor and phone in some back-up.
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