If you are looking to have a logo designed for example, your first instinct might be to hire someone who specialises in logos. This approach has its pros and cons. You may get a great logo designed, but when it comes time to do your website, brochures or direct mail campaign, your logo designer may not deliver the strongest product.

One alternative is to find a great logo designer, then a great web designer, then a great direct mail marketer. The problem with this approach is that your materials may have a disjointed look and feel because each designer will probably have differing styles and sensibilities. Not to mention it requires more work on your part.

Another alternative is to seek a well-balanced designer who has had experience in many different areas. There’s a better chance of maintaining a consistent look and feel across all of your marketing materials. Even better if they have an overall focus on brand development.

So which method is best for you? Well, it depends on your business. What will be the most important aspects of your marketing plan? Is brand most important? Will your website be most important? Is your print advertising campaign most important? Weigh all aspects of your business out to determine which type of designer or designers are best for you.

“Yes, I do need help with my business visual identity! Where do I start?”

You can get help from several sources. From DIY online free logo and free website services to top advertising agencies that work with big budgets.

But if you are going into business and interested in presenting a professional image, a free logo won’t do the trick. Nor will a free website.

If you are genuinely interested in developing the visual identity of your business as an asset, you need help from professional graphic designers.

Only you can decide if you need a graphic designer or not, but any money invested in graphic design is an investment in your business. Many clients tell me that the confidence and professional weight that comes from having a great logo and visual identity is invaluable in helping them set up and grow their business.