How do I know this? From firsthand experience. Early in my graphic design career, I focused on just the design aspect of serving clients, doing the best I could with the material and message I was given to design deliverables that I thought would meet the clients’ needs. I was eager to satisfy the client with whatever they wanted.
Once I became more secure in my abilities, I started to recognize clients could be more effectively communicate with prospects and customers by being consistent with high-quality branding and messaging. I would bring this to their attention and for the most part, they were appreciative. But sometimes they would disagree and insist on what they wanted. In these instances, I would take the time to have a conversation with them and explain the long-term value that is created with consistent messaging.
Through my patient consulting and education of the clients, I built up a trust that allowed me to do more meaningful work that benefited the client and connected them with more customers. I was doing the same amount of work, but it became more valuable.
A good graphic designer must be able to guide clients and offer sound advice about what adds value to their brand and message. On a basic level, this means educating the client on logo file types, resolution, image cropping and use of space. But at a higher altitude, that means guiding the client on how to incorporate a consistent look, feel and messaging across all their communication channels. This increases the value of the designers work and builds a relationship of trust with the client.
So don’t just look for a designer who produces pretty work. Search for and find a designer who will help you leverage your brand’s message consistently and evenly across the channels that touch your customers. You will be glad that you did.
