So, you’re asking yourself, “Do I need to hire a graphic designer?” The answer is a bit more nuanced than a simple yes or no.

First, identify the problem you are trying to solve. Think of a graphic designer as a visual thinker. Someone you can partner with to tackle complex tasks related to how the outside world views your business.

If you’re already entertaining the idea of looking for a designer, there are probably some immediate goals you want to accomplish or issues you want to address. You might be able to tackle these on your own but it most likely will save you time, money, and aggravation to partner up with an experienced graphic designer.

Here are some scenarios in which a graphic designer can prove to be of great value to you.

Branding

A graphic designer can work closely with you to develop a visual identity for your business. This can be based on your personal taste and preferences but ideally you want to establish a brand that will differentiate you from your competitors and stand out from the crowd. For example, if every company in your industry uses blue as their primary brand color, you may want to use a different color. Next, you’ll need to develop a logo that is unique and memorable. The logo should be versatile enough to work across various media types and sizes. You’ll want your logo to look equally as good on a business card as on a billboard. Above all, the logo or logomark, as it’s sometimes referred to, is part of a larger brand system. The logomark is your company’s brand distilled down to its purest and simplest form. It should serve as an expression of your company’s purpose and values.

Having clear brand strategy will save you time by not having to re-invent the wheel with every new piece you produce. You’ll have a system of assets that work well together and can be interchanged depending on the project. That’s a win-win for you and your customers.

Awareness

If your business is new, this one is a given. You’re going to want to let the world know that you are open for business. Again, a graphic designer can recommend the right media mix to employ when reaching out to prospective customers. Advertising can consist of digital and print graphics spanning websites, banner ads, print ads, and social media posts to name a few. Often, a designer will know Search Engine Optimization (SEO) tricks that will help your website get noticed and most importantly be compliant with the latest requirements. A well formulated advertising campaign can go a long way in establishing your business as a trustworthy and professional force in your industry. Another benefit of working with a graphic designer is that they can often recommend copywriters, web developers or marketing experts in the event that you want to go the extra mile.

Creative Audit

If your business has been around for a while you probably already have a logo and other creative assets that have been used in previous marketing efforts. You might be feeling that the print ad that you’ve used for the past five years is looking dated. Also, the logo that was originally designed by a family friend has seen better days. Perhaps, it is time for a refresh. Taking inventory of your graphics is a task that is often over-looked and is probably affecting how your company is being perceived. The logical place to start is with a creative audit. You will want to gather all the pieces you can find including printouts of all digital pieces and look at them side-by-side. Do they all look like they represent the same company? Do they share a common visual language? If the answer is “NO” to both of these questions, you definitely need to re-think your branding strategy or lack thereof. Your audience is receiving mixed signals from your communications. The lack of uniformity and visual consistency can be seen as unprofessional, unreliable and untrustworthy.

A skilled graphic designer can establish brand guidelines or a style guide document to work out the baseline visual direction for every conceivable project that you’ll want to produce. This will ensure consistency and build trust in your brand. The goal is to offer the best possible experience to your customers so that they’ll keep coming back again and again.

Delight

With the help of a designer, you will create ad pieces that will each serve a specific function. However, some designs transcend their intended purpose and can be appreciated on a whole different level. You can tell when a design has been well thought out and expertly executed. An elegant layout with a clear hierarchy of visual elements usually triggers a positive response. The recipient will be more likely to act and take the clearly stated action. An added benefit of producing amazing work is that people will want to share it thus extending your brand’s reach.

The value of a graphic designer is found in years spent designing, testing, failing, pivoting, and refining. They’ve battle-tested a variety of creative projects and have developed a knowledge of what works. With a trusted partner by your side, you’ll have a creative thinker and problem solver that has perfected the approach and delivery of most of the tasks you now face in marketing your small business. Don’t stress. Pick up your phone and contact a graphic designer in your area. I’m sure they would love to sit down with you, grab a cup of coffee, and listen to your business goals.