Try This at Home with Maddy: BUILDING A BUSINESS- Working with a Designer

Photo by dailypoetics | Design by Elixir Design

If you're looking to refine your brand, or give it a distinctive look from the get go, it's worth investing in a designer to execute your vision. The collaboration can lead to amazing results that will bring your products to a whole new level and will give your brand recognition with your customers. The most important part is going to be the choices you make upfront, so here's a checklist:

• Choose your brand's style, and choose your graphic designer. Is it slick and modern? Is it fun and cartoony? Is it inspired by retro or antique imagery? This is an essential step, as it will help determine who your designer is. Most graphic designers can work in a variety of styles, but some may not be his or her forte. When you've decided your brand's voice, look at some portfolios and decide who works best in the style you're imagining.
• Determine your collateral. What items do you need your branding applied to? This could include, but is not limited to, business cards, stationery, invoices, pamphlets or brochures, a website, shipping labels, multiple packaging formats such as boxes or hang tags, and rubber stamps. Think carefully and list out what you need ahead of time - if your designer works on it all at once, you may be able to negotiate a package deal on pricing. If you leave something off the list and need it later, you may end up paying more.
• Calculate, and stick to, your budget. While hiring a designer is always a good investment, it can be expensive. Figure out how much you can set aside for working on your brand. When you get a quote from your designer, and it's higher than you were hoping, be upfront about your budget. If you work together, you may find a price solution that's fair to both of you. It may also help to identify what items from your collateral list are not a priority. Understand your copyright agreement for the work they're doing - you may be able to use their elements to make some items yourself.
• Find your benchmarks. Are there any brands that you aspire to or feel have a similar style as your own? If you have examples - and the more, the merrier - that will definitely help guide your designer. Visual direction is just as important as verbal, and if they get a sense of what you're looking for through image, you'll start off closer to what you want.
• Don't be afraid to come bearing design "gifts". If you have a pretty strong idea of a color direction and a font choice, definitely bring that up when you start speaking with your designer. If you have a color or font sample to provide, do so. Remember that it's important to leave the designer open to exploration, however - they may end up finding a solution different from yours that you may like better!

Maddy Susser is a graphic designer and artist that has a soft spot for all things paper and English period pieces (in other words, men in tights and funny vests). Armed with a number of years in marketing for retail on a small business and corporate scope she collects tidbits of information learned along the way and puts it into easy terms to share, formerly on her blog Try This at Home, and now on Modish. She's currently working on a line of paper goods.

Comments

[belula]

Wonderful blog!!!!!

[jen]

I have been following the thread on design for mankind and saw your comment. I think you are hugely successful. I love your blog, and think you have a serious infulence on the indie/design community. You are one of my regular reads to keep up with artists/trends/etc. Keep up the great work!

[Maddy]

Hi Jen -

Thanks for the compliments, though I sense they were directed towards Jena, the blog owner, not me - the lil ole contributor! I think most would agree that she's been great for the community, so cheers to Jena!

[jess gonacha]

i have really been enjoying this series! each post is so useful! would you consider posting about how you got started as a graphic designer? just a suggestion. :) (purely for selfish reasons!)

[Maddy]

I'd be happy to :) Any questions in particular? Let me know, and I can compile and answer them...

[jen]

Maddy, so sorry, yes they were directed at Jena. But your post was amazing, I'm thinking of starting to make a line of product for etsy, so your post on business a business/brand was just great.

[Maddy]

Heheh I figured :)

I'm glad the posts have been helpful!

[modish]

thanks belula!

And Jen, thank you so much! That's wonderful to hear! I'm glad you can find some inspiration through this blog, and thanks to Maddy, some business advice too! Thank you for reading Modish, I really appreciate it! :)

[cindy k]

as usual, thanks for the great advice!