As a small business owner, I’m sure you’ve hired freelance graphic designers, web designers, or copywriters to create your brand collateral. Consider re-hiring for brand consistency. Are you sticking with the same freelance designers and copywriters each time you have a marketing need? Or, are you finding someone new each time based on your current budget? If so, being in a non-committal relationship with any freelance designer or copywriter can be costing you more than you think.
Let’s start with the basics of brand consistency. Your marketing collateral should have the same look, feel and tone, from one piece to the next. This means that the social media ad image and tone of voice, should look and sound the same as your last blog post. Let’s take a look at a well-known brand as a comparison: Under Armour. When you see an Under Armor ad, it looks the same as the signage you may see in a store window. That same look and feel transfers over to their website as well.
Each time you find a new designer or copywriter to work on your brand, you run the risk of losing your brand’s essence from piece to piece. This is especially the case if you haven’t created a brand guideline for them to follow. Using the same freelancer helps ensure that your branding is consistent from one piece of marketing to the next. You may hire several designers, and each piece may look great. But ultimately, your brand is inconsistent because there was a different creative direction behind each one.
Brand inconsistency results in miscommunication and brand confusion. Brand inconsistency can also be viewed as a lack of professionalism. It can result in a poor customer experience. Those are only a few effects of brand inconsistency.
Working with the same talent also allows you to get work done faster. You’ll be spending less time explaining the nuances of your brand. You will also spend less time explaining the details and background of what you’re trying to accomplish. Expectations of turn around time have already been set. And you’re both already familiar with how the communication will flow. Which is super important when working with someone who you are communicating with via email, text, and apps only.
When a freelance designer or copywriter is already familiar with your brand, audience, services, etc., it gives them a head start in understanding what it is that you’re trying to accomplish. Having an established relationship means that they already have an idea of how to complete the current request.
So even though you may have gone with the best pricing in the past, you may have been able to save yourself time and effort by using someone already familiar with your brand. You would have also been building more brand equity along the way. I understand that sometimes, the relationship didn’t work on the initial project. Or the final product wasn’t quite what you were looking for. If that is the case, you may indeed need to start over and find a new designer. Let me help you find the right resources for your specific needs and budget. Schedule a free 30-minute call, and we can talk through what your needs are, and get you going in the right direction.