If your business is growing and you are realizing you are going to need to hire pretty soon, you may be considering hiring out for your graphics and brand management. As you grow, tasks like building your website, managing your brand strategy, and creating the visuals in your business will likely need to be handled by someone other than you. As the CEO, you will want to be focused on company growth, vision, and overall direction.
If you’ve reached that stage, you probably are wondering who you should hire to help you implement the visual direction and brand creative direction. There are a lot of options out there like Design Pickle, 99 Designs, Fiverr, freelancers, and more.
But you should know something really important when making these decisions: there is a big difference between a graphic designer and a brand designer.
A graphic designer is able to create any type of design work that you might need such as flyers, promotional material, labels, mockups, social media posts, etc. They are often called upon for quick, one-off type of projects where you need one or two pieces pulled together and created.
A graphic designer’s main priority is aesthetics.
Graphic designers work in a response-type of role, meaning they create the items based solely off of your direction and instruction. For this reason, it is best to work with a graphic designer ONLY AFTER you have established a solid brand identity, creative direction, and strategy. If you try to work with a graphic designer before you have these things, your designer will not have a GPS to follow and will be relying on you to provide that for them. More than likely, this will end up with disjointed and misaligned visuals that will leave your customers confused and muddle your brand.
A brand designer is able to create the strategic visual direction and communication for your brand prior to beginning design. They will consider your brand’s goals, target market, mission, vision, voice, and personality to craft design work and visuals that communicate your message. As a part of their work, they also help to create a brand style guide that will help you to cohesively use your new brand elements across media and easily craft a consistent look and feel.
A brand designer’s main priority is conversion.
Brand designer’s work in a consultative-type role, meaning they are brought in to advise and strategize to help your business achieve a certain benchmark. For this reason, it is best to work with a brand designer AFTER you have validated your business idea, which is usually around the one to two year mark. Since brand designers establish your brand strategy and direction, you can successfully work with a graphic designer after you have gone through the brand design process.
Remember, not all graphic designers are brand designers. In fact, most graphic designers you’ll find online on sites like 99designs or other freelance sites are not brand designers. But all brand designers are graphic designers. We can just give you so much more than a flyer; we’ll give you a flyer that is on-brand and speaks directly to your ideal client. What’s better than that?
If you’re considering brand design for your business, I’d love to see if we’re a good fit to serve you. You can check out our services here and schedule a call here if you’re ready to move forward.
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