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Anchor Your Annual Marketing Budget in Reality
A DIY Guide to Designing a Budget that Fits Your Business

When you look at your business’ budget, do you have a category specific to marketing? Or does it feel like it’s just taking away from something else? Just like with a home who’s AC has broken down – if you don’t have it in your budget, it’s going to be painful when you really NEED it. So building in a category for marketing is a smart business move. But, if you’re like most business owners, you’re likely wondering how much you should spend, what to plan for, and maybe, where to even start?

A great time to work on figuring your budget is when you’re already planning for the new year (that is something you do, right?). Creating a marketing budget to match your annual strategic marketing plan doesn’t have to be complicated or overwhelming. Let’s walk through it step-by-step:

Step 1: Determine what you want your marketing to do for you.

Ask yourself these three questions and answer them honestly – get rid of the “shoulds.”
1. What do you want to accomplish this year?
  Use your marketing plan as a roadmap; if you’ve already followed my TIDE Framework for an Annual Marketing Plan You’ll Actually Use, this question is likely already answered! If not, then consider your goals and what you might need to do to reach them.
2. What’s realistic for this stage in your business?
  Take a look at your revenue for this year and what your anticipated revenue is for next year (if you’re not sure, this may be a good time to tag in your CPA or financial advisor) to determine a reasonable amount that you can put toward marketing.
3. What do you actually need to do based on where you’re at in business?
  Once you have clarity on your goals and the financial boundaries you’re working with, you can look at what’s required and what makes the most sense for right now to pull it all together. Maybe your website is ready for a refresh, your branding could be stronger or more market-aligned, or maybe you’re looking at growth methods. Depending on what you’re working toward, it might be time to invest in design support (so you’re not DIYing), strategic advertising (to reach the right strangers), or email marketing (to warm up your prospects and clients).
Step 2: What Categories Can You Leverage for Your Marketing Budget?

Before you start assigning dollar amounts, it helps to break your marketing needs into clear categories. When you categorize your investments, you can prioritize to make sure every dollar has purpose.

Of course, every business is different. Here are some core categories to consider:

This focuses on ensuring your business looks and feels consistent to create the best customer experience. This can include items like your visual identity, daily-use templates, brand photography and brand messaging. (If you’re not sure which pieces of your branding need attention, download my Brand Touchpoint Checklist self-audit.)

If your business has not yet launched or just recently launched, expect to allocate 75-90% of your budget to this category.

With or without your involvement, your business exists online, and it’s usually the first impression that people see. You, as the business owner, want to control your online presence so it can build trust and connect you with your ideal clients. Online digital presence can include your website, social media, directories, and search engine visibility (SEO).

Product-based businesses tend to allocate more energy/funds to an SEO campaign because they’re trying to reach strangers, while service-based businesses rely more heavily on referrals and word of mouth, and don’t need as strong of an SEO campaign.

The most important thing to keep in mind is that your online presence is ever-changing; you need to be updating your photos and content as your business grows and evolves.

I always advocate for my clients to do their own content creation whenever possible. Who can tell your story and show what your business offers better than you, the creator? Content creation can include blogging, email newsletter writing, social media campaigns (paid and organic), and video. All of these efforts are designed to showcase your knowledge and the quality of your work, and it’s hard to recreate that passion as a third-party. If you choose to outsource, make sure you’re actively involved in the process.

Advertising campaigns are your intentional (and most often paid) efforts to get in front of the right people at the right time. Advertising isn’t going to be a one-size-fits all effort; not all businesses will even need to pay for advertising. A lot of business owners think that the only way to advertise is on social media, but other options include Google Ads, paid directories, ads on/in specialized publications and websites, and, of course, physical advertising like postcards and flyers.

The key to successful advertising is to understand your ideal market: where they spend time, how they digest information, and what speaks to their values and needs best.
An oftentimes overlooked category, software subscriptions that help you market are a key piece of a marketing budget, and will likely recur monthly or annually – though some businesses can leverage free versions for the first few years. Some examples of marketing-related software that you may need to pay for include:

A Customer Relationship Manager (CRM) that will help you manage your business/client relationships in several different forms, including book of business tracking, task tracking, and in some cases, social media management and email marketing. One of the most popular CRMs out there is Hubspot.

A social media management scheduling tool (i.e. Later, Sprout, Hootsuite, Buffer)

An email marketing platform (i.e. Mailchimp, Constant Contact, Kit)

Design tools that help you create if you’re DIYing (i.e. Canva, Adobe, CapCut)

Email signature host (i.e. Wisestamp, Signature Hound)

Website Design/Hosting (i.e. Wix, Squarespace, GoDaddy, WordPress plugins, BlueHost, etc.)
As a business owner, you’re busy running the day-to-day operations (working in the business) and doing the tasks that are going to bring in revenue. So spending time working on the business and doing the back-end marketing tasks that take time and energy is taking away from those revenue-generating opportunities. If you’re spending an unbalanced amount of time not actively making money, then it might be time to outsource.

Here’s a real example: A business broker is going to be focused on communicating with clients who are interested in buying and selling businesses. Their focus is on in-person opportunities, networking, and finding their next client. To help in those tasks, they need an active content strategy in email or on social, and once they’re in the process of selling a business, they need outstanding materials that support the sale happening quickly. Passing these tasks on will help the business broker save time and energy, allowing them to focus on where the business needs them more: meeting new people and building relationships.

Step 3: Pick a Marketing Budget Level

When it comes to setting aside a dollar amount, the options will vary. The right investment depends on where your business is today, the goals you’re working toward, and how much growth you’re ready to support. The easiest way to approach marketing budgets is to break them into three levels. Each tier will give you room to choose what fits your business, and what you realistically need in the short- and long-term.
- Low Budget ($3,000 – $7,500/yr):
  Ideal for new businesses and tight budgets. If you are a new business, be prepared to spend the majority of this budget to get you off the ground. I would highly recommend making sure you spend the money to set yourself up the way you imagined your business, rather than starting small and having to go back and change things later (i.e. don’t settle for ‘good enough’). If you have the ability, set aside a “launch budget” and then a separate marketing budget, even if it’s smaller for that first year. This looks like:
  - You DIY most your marketing
  - You write most of your own content
  - You are not paying to advertise
  - You are strategically and sparingly calling on your consultants for help (trading time for money)
- Medium Budget ($8,000 – $30,000/yr):
  Ideal for the business owner ready for consistent, attainable growth without having to do everything themselves. Most often a long-term, repeatable budget. This looks like:
  - You outsource at least half of your content and marketing tasks
  - Consistently investing in expanding your brand presence
  - You have systems in place that save you time (some paid, some free)
  - You are trying a lot of strategies to see what works best for you and your ideal clients
  - On the higher end of the budget, you’re likely running consistent monthly ads
- High Budget ($30,000+/yr):
  Ideal for the business owners who have medium to large enterprises and are in aggressive growth mode. This looks like:
  - You outsource (nearly) all of your marketing tasks, or have brought on a marketing staffer
  - You run aggressive conversion-centric ad campaigns
  - You pursue media, PR, speaking, and podcast opportunities regularly
  - You no longer use free versions of systems because they don’t fit your needs
Step 4: Revisit Your Marketing Budget Quarterly

Marketing, and the budget that goes with it, is not a “set it and forget it” effort. You’ll need to revisit the plan and budget regularly to make sure you’re evaluating success, adjusting efforts, and amending the strategy as your business grows and changes. Checking quarterly and setting new goals annually is a great habit. Things to ask during your evaluation include:
- What’s working?
- What’s wasting money?
- Where do you need more support?
- Where can you pull back?
- Consider what you don’t know. If a marketing effort still seems like a good idea but it’s not quite working the way you’d hope, you may need a consultant to help bring your ideas to fruition in a way that’s going to make the right impact on your business.
Get Support for Your Marketing Plan, in Your Budget

As the year winds down, this is the perfect time to pause, take a breath and take an honest look at how your business performed over the past year.

Whether you’re mapping out your very first marketing plan, choosing which budget level makes sense for this season of business, or realizing it’s finally time to outsource the work that is draining your time, I’m here to help. If you’re ready for guidance, clarity, or hands-on support with any of the items in this blog, I’d love to collaborate with you to make sure you start your year with a plan that feels aligned, intentional and sustainable.

Schedule a Free Consult

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Budget Must-Haves, Nice-to-Haves, and Cost-Saving Strategies

Post Glossary
Market-aligned: Your ideal client isn’t everyone. Market-aligned means making strategic choices that make sense for your brand to best speak to the ideal person you want to work with. Click here to read a blog about determining who that is.

Email marketing: Sending out mass email to verified contacts through an email marketing platform like Mailchimp, Constant Contact, or Kit to advertise, share information, promote new products, etc.

Visual identity: Often includes the things that people see from your brand, like your logo, colors, fonts, icons, and other design style choices.
Brand photography: Most often references photos of you, your spaces, your team, and the tools you use daily. It can also reference the style of photography that you use in your marketing materials (i.e. people photos, landscape photos, grayscale vs. color, etc.).

Social media campaigns (paid and organic): Social Media campaigns are the strategic curation of content that you share on platforms like LinkedIn, Facebook, Instagram, TikTok, and X (Twitter). Organic campaigns are the ones you’re putting out for free, and paid campaigns are the ones you’re paying real money to promote to the right people. Both can be effective when done well and consistently.

Conversation-centric ad campaigns: Your campaigns have gone from being designed to show prospects that you exist to being designed to sell.
December 16, 2025
Communicate Like a Human!
Why You Shouldn’t Be Afraid to Let Your Personality Shine Through in Written Communication

Communication has evolved over recent years; what used to be a friendly face and handshake, or a letter in the mail, has quickly turned into text messages, social media DMs, and to-the-point video calls. It’s no different for businesses; companies now lean on social media and email for marketing, email receipts and sales confirmations.

While it’s important to be courteous and professional, that doesn’t mean you can’t allow your personality to shine through in your communication. Whether it’s an internal note to your team, an email to a client, or a message to the masses, it’s important to be clear with your message… but what some leaders and entrepreneurs forget is to be themselves.

There seems to be a stigma that when you’re communicating in a corporate environment that you have to be very formal, and essentially uptight, in order for the recipient to take you seriously, just because it’s a professional relationship.

I’m calling BS. 🐂💩

I believe the only time you need to be strict and to the point is if you’re writing something formal or something that needs to be upheld in court, like a contract. When you’re talking to a client, you’re talking to a human, and you’re a human, so communicating like a human is important!

I’ve found in my 15 years of working in the corporate environment that in most scenarios, the only way to get a client to come back is to get them to trust you (especially if you’re in any sort of relationship building industry, such as real estate, financial services, the creative industry, or any other service-based business).

The only way you’re going to get them to trust you is to act like a human: be empathetic, use your own words, get to know them, and speak to them like you care and have known them for years.

Writing Tips and Tricks to Let Your Personality Shine

In our digital world, you have to be really intentional to achieve that via the written word. If you have a bubbly personality, lean into it! Don’t be afraid to use an emoji, end a sentence with an exclamation point, or even use an acronym like LOL.

You can set the right tone for your message from the jump via your greeting. There is an absolute difference between:

Hey Charlotte
Hey Charlotte,
and Hey Charlotte!

No punctuation or a period may send out a negative tone. The comma is like middle ground, a standard greeting where no tone is really in place. The exclamation point tells the reader you are excited to greet them and have something good for them to read. It’s very much a ‘hey girl, how ya doin?” vibe. It’s up to you to decide the tone you want to start your message off with, just remember to know your client and what’s going to help build that relationship.

Your choice of words in the body of your communication is another opportunity to strengthen relationships by sprinkling your personality in your message. If you use the same tone and words in your written communication as you do your verbal communication, your audience will feel like it’s an extension of you – the person they trusted to give their business to in the first place.

Put it in Practice

For example, let’s say a client is past due on a payment; you can speak the way you normally do or send a stern, formal message. Here’s a side-by-side comparison:

“Hi Frank! I noticed there’s an outstanding invoice on your account. I know sometimes emails can go to spam or be overlooked, so I just wanted to check in and confirm that you received my invoice. Should I resend?”

This is to the point, yet informal and friendly. If the client forgot to make a payment, this gives them an “easy out” to make an excuse or make payment arrangements, but it doesn’t make them feel you are upset with them and doesn’t turn them off. Versus…

“Hello, Frank. I have not received your payment yet. When do you expect it to come through?”

This may put Frank on the defensive, causing them to react negatively by simply not replying, delaying payment further, or ultimately going to someone else next time they need services you provide.

*Sidenote, this example does not mean you should be a pushover when it comes to payments! But think about how you would respond best in this scenario.

Take it One Step Further with Branding: Do’s and Don’ts

Further personalizing your messages, especially to match your branding, is great. But can quickly become problematic. Here are some do’s and don’ts:
- DO use your logo and brand colors in your signature to tie it in with your branding.
- DON’T write the full message body in a special font and color, as it can be straining on the eye. There are instances where color can and should be used (for example, an inline response to an email), but I’ve received emails where the entire thing is a special font that is italicized, large, bold and colorful! It’s difficult to get through the whole email because it is so overwhelming to the senses!
  
  Also, keep in mind some of your readers may be colorblind and the colors may come through differently than intended. At this point, you’re standing out, but for all the wrong reasons!
- DO get comfortable with using exclamation points and bold fonts to show excitement or highlight an important part of your message.
- DON’T go crazy with it! Using too many exclamation points at once or writing a whole message in caps may be taken as screaming. Use your tools (italic, bold, & colors) to help you emphasize as needed.
Next time you’re trying to bridge the gap between corporate and personality, refer back to this blog as a guide. Ultimately, finding a balance is always the best way to go. Clear, knowledgeable emails show you know what you’re doing, that you have your clients or prospect’s best interest at heart, and that you’re the best person for the job. But you also want your clients to know you and who you are, so sprinkle in an exclamation point here or there.

You’re a human, so write like it!
October 18, 2024
Do You Want an Executor or a Collaborator for Your Next Project?
Most of the time, if you ask someone this question, they’re instantly going to say they want to work with a collaborator. It feels like the right answer, like what they’re supposed to say. However, for some personality types, they actually need someone to just execute on their ideas without a lot of push-back; but it’s hard to be honest enough with themselves to realize it. Let’s explore the differences…

Working with a Collaborator

Collaboration and execution go hand-in-hand, but in that order. You work on an idea with someone to come to an agreed upon conclusion that suits your needs, and then the person you hired executes on that idea for you (typically).

Collaboration can also look like a brainstorming session, bouncing ideas off one another, and leveraging each other’s knowledge and experience to build something new, exciting, bold, and suitable for the need and the market.

Working with an Executor

Asking someone to execute on an idea, dictating how you want it completed and what the final product should look like is different – there’s no additional input or deviation from the original idea that you (as the boss or client) originally came up with.

Most of the time, the idea person in this scenario knows all the details of what they want, even though they may not communicate them well.

How do I know who I want to work with?

Just ask yourself one question: would I be okay with the person I’m working with pushing back on my idea? If the answer is no – and you have to be really honest with yourself to decide – then you’re looking for an executor. You want to control (be a dictator, negative connotations aside) the details to a project that you either don’t have the time or knowledge to complete, and have someone do it for you, exactly to your specifications.

That’s not a bad thing, if you realize that going in. It can also, ultimately, save you some money. Hiring someone to just do what you need them to do is easy – that type of person is typically a junior level employee who’s still learning the ropes. They essentially don’t know enough to push back, and they’ll take all the experience they can get in real world situations to become a senior level expert.

Hiring a collaborator is different. They’re someone who is typically more advanced in their skills, and who can leverage their life experience, education, and training to help you get to an end result you would have a hard time getting to on your own. Convincing a collaborative personality to just execute on something for you without bringing in their own expertise is difficult, though. They’ll likely be dissatisfied in their role working with you, and can quickly become resentful.

The Fine Line Difference

In every collaboration, especially that of a client/consultant relationship, someone has to be in charge (typically the person doing the hiring) and have the final say. Some would say that is them “dictating” what they need “executed,” and they’d be right. The difference is that before they say “go” on an idea, they’ve been presented and weighed the options on the best way to get to the end result, and 99% of the time, it’s different from where they’ve started. The boss in the situation has come to the table with an idea and they’ve allowed the collaborator to help them fine tune it.

Why is the difference important?

Having enough self-awareness to know what kind of person you want to work with can save time, money, and energy for both you and the person you hire. In the design and marketing space, hiring someone to build a creative output for you and telling them, “I don’t know what I want, but I’ll know it when I see it,” is a huge red flag – designers know this phrase will result in lots of revisions and frustrations, with them ultimately creating something they’re not proud of but that made you happy. (It’s also a quick indicator that you’re actually looking for an executor, not a collaborator.)

How to Find the Right Person to Fit Your Style

It is / can be really simple:
1. Determine what type of person you’re looking for – an executor or a collaborator
2. Look for someone with the right skillset for your needs
3. Go into the initial conversation being upfront and honest with your style. When they ask you how they can help, don’t be afraid to say something like, “I’m looking for someone to (execute/collaborate) on an idea (for/with) me.”
If you’re excited about collaborating with a professional on your next project – let’s chat about it! Schedule your absolutely free Idea-to-Execution Consult!
September 6, 2024
A Business Owner’s Crash Course to Printed Materials
As a business owner, sometimes you just need to get something printed. To have something physical, tangible, for a specific purpose.

A lot of times, this comes up when businesses are launching and you want to have a backstock of things like business cards, letterhead, maybe even folders. Things that make sense for when you’re connecting with new clients.

But other times, a more complex need arises, when you’re exploring an asset like a brochure or booklet, or maybe even printed swag items like hats, notepads, pens, or tablecloths.

The needs vary for every business, and the choices are practically endless, so where do you even start?

First: Determine What You Need or Want

This could be an entire blog topic with all the variables, but really it comes down to what you want the end result to look like. Maybe you’ve seen something that looked really cool that you want to replicate. Or maybe you have an idea for an end result. Either way, you’ve got to figure out the details.

For paper goods, things to think about include:
- How big your paper needs to be
- How many sheets of paper it will take
- How they’ll be finished – folded, bound, perforated, glossy, matte, satin, etc.
If you’re printing swag items, you’ll want to think about:
- Color
- Function
- Material
- What you want on it (there’s usually size restrictions)
Regardless, you need to know:
- How many you need
- When you need them (be reasonable and plan ahead)
- What you’re willing to spend
Holy decisions, Batman! If you’re feeling overwhelmed, chat with an expert that can help you navigate.

Next: Get an Estimate

Once you know what you want, you can determine how to get it. This isn’t any different than price and feature shopping between Target and Amazon. You’ll start by looking up (or asking for recommendations for) good printers for the type of thing you want to do, and then look at what they’re offering and for how much.*

Most online print shops will have an estimating tool, where you can put in all of the specs and it will spit out a price. This is (typically) the same tool you use to order your project. As you click through it, you’ll find that there are a TON of options, and they change depending on the options you choose. Your choices can also affect your total price – sometimes dramatically.

The most common things that can affect your end price include:
- Size
- Quantity (common are: 100, 250, 500, 1,000, 1,250, etc.)
- Page Count or Folds
- Rate of Production and Shipping
As a note, it used to be that when you were printing paper goods, decisions like one sided or two, full color or black and white, would change the price considerably. Now, the difference is literal pennies with most printers. Where minute details like that come into play is when you’re printing swag, especially things like engraved pens.

*For super specialty items or finishes – like perforations in a brochure, for example – some printers won’t have the capabilities to do that. If you’re not finding it on their website, they’ll often have a chat feature where you can determine if that’s something they can do, or if it would be a custom order (usually more expensive).

Order a Sample Pack

When you’re neck deep in the estimating process, you’ll find that many times, the paper types and weights might as well be written in another language.

How do you overcome that? Order a sample pack! Most reputable print shops will offer these for free, and you can usually find the link to order in the footer of their websites. They do this because they can 1) collect your contact info and market to you later, and 2) they know that you’re more likely to be thrilled with the end result.

Sample Pack from SmartPress

Some sample packs will come with a variety of items (business cards, notecards, letterhead, and brochures), while others will come like a paint swatch book. Regardless of the format, look for the fine print that details the paper weight on each item, and use how the paper feels to figure out what you like.

Folding & Finishing

If you’re working on a brochure or booklet project, it’s important to consider how you want it to be folded and finished. Did you know that there are 10 ways that a brochure can be folded? Most folks are familiar with the bifold, trifold, and maybe even the roll fold, but there are other less common and more complex options out there too.

Brochure folding guide from PrimoPrint

When working with a client on a brochure project, I like to think about how something opens, and what the experience will be as someone navigates the brochure. (Check out this reel for a demo)

When working on a booklet project, the most important thing to remember is that your page count has to be divisible by four! Sometimes, that means adding in some blank or decorative pages to get where you need to be.

As far as finishes go, do you want your piece to be ultra glossy? Would you like it to feel satiny-smooth? Or maybe you want to avoid fingerprints. All of these factors come into play with the finishes.

Good Printing Isn’t Cheap

There is a well-known budget printer out there that I usually won’t ever use or recommend.* When asked why, it comes down to two things: the quality doesn’t usually result in what I expect, and the customer service is atrocious. In the printing world, the adage “you get what you pay for” is very true.

Common items – like a standard business card – are going to be reasonably priced, generally, wherever you go. When it comes to more complex items, prices can differ greatly, and available options can too. If you know this going in, you can make an informed decision as to what fits your budget and where the best place is to get it.

Some things you should look for in a printing company include:
- Do they make it easy for you to leverage their service? Look for things like templates, layout recommendations, clear descriptions, and good pictures. Also, if their website feels outdated or clunky, it’s a good chance their equipment will be as well – they’re likely not investing in the best.
- Do they offer sample packs for free? While this isn’t a must, it’s a good indicator that they’ve thought through their process and prices and figured out how they can make the experience better for the customer.
- Do they have an easy customer support opportunity, like a chat feature?
- What are their reviews like OFF of their website? Consider websites like the BBB, TrustPilot, and even Yelp, Google, or social media.
- Are they considering or leveraging things that are important to you – like carbon neutrality, green printing options, a give-back program, etc.?
*My experience may not be the experience of others, and I’m intentionally not naming names. Get in touch if you’re looking for a specific recommendation.

Finally: Place the Order

When you’re ready to place your order, it’s about as serious as signing a contract. You want to make sure that you’ve got everything just so, because there’s no take-backsies. If something is wrong (like a typo, watermarked picture, or paper choice) it’s on your dime to reprint. Most print shops will make this abundantly clear as you navigate the checkout process.

My favorite print shops also have a real human who is checking your files before sending them to print, and some even offer soft or hard proofing options. These pros will be quick to call out concerns like image quality, lack of bleed, or missing fonts so that you know you’re getting exactly what you want.

Why Can’t I Just Print at My Office?

The short answer is that you can, but it might not be your best choice. There are two big things to think about depending on what you’re printing:

The first: in-office printers typically can’t print off the edge of a paper, because they have to be able to grab the sheet to feed it through the machine. So if you’ve got something where the color or image runs all the way up to the edge, it’s going to have a white border instead.

The second: if you have something that is supposed to be a specific size or folded a specific way… that’s on you to do. Whereas a professional printer has big fancy machines that trim projects down to size and that can fold them up in a specific, calibrated, always-the-same kind of way.

There is so much to consider when you’re having something printed that it can be in your best interest to at least chat with someone with experience. They may even be able to introduce you to something you’ve never considered that takes your project to the next level.
July 2, 2024
Good Designers Don’t Gatekeep: Finding a Collaborative Design Partner

As a business owner, have you ever felt like hiring a designer is like trying to crack a secret code? It’s like they’re holding onto their design secrets tighter than a toddler clutching their favorite toy.

Frustrating, right?

Well, let’s talk about why this is a red flag 🚩 when it comes to finding a quality graphic designer.

Picture this: you’re scrolling through your social media feed, looking for ways to spruce up your marketing game. You stumble upon a designer’s post, but instead of useful tips, you get vague advice and a sales pitch (“Comment gamechanger to snag my download!”).

When a designer shares valuable insights, tips, and tricks, they position themselves as an authority in their field. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.

Sound familiar? It’s like a designer’s version of “stranger danger” – they’re scared to share too much in case someone snatches away their chance at a paycheck.

But let’s rewind for a sec. What if I told you that a designer willing to share their knowledge is more valuable than one who hoards it?

Yup, you heard me right.

Think about it – when a designer shares valuable and helpful information, it’s obvious that they’re not afraid of losing out, they likely have more to give, and they instantly become an authority figure. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.

If you asked a designer you’re vetting, “How can I market my business better?” and they respond with some form of, “hire me and I’ll tell you,” would you get the warm fuzzy about working with them? Probably not.

What if they sprinkle wisdom like confetti? “Well, you could try things like social media ads, newsletters, video transcriptions, consistent blogging, creating video content – the possibilities are endless!” It’s like they’re giving you a taste of the pie before you commit to the whole slice.

When a designer offers added value, they’re showcasing their expertise and willingness to help, even beyond the scope of a project. Most of the time their expert insight saves you hours of trial and error – as a designer, they’ve likely been there, done that and got the t-shirt!

When a designer shares their knowledge, they’re not just giving generic information; they’re curating it in a way that’s digestible, relatable, and backed by real experience.

This means you get high-quality, actionable insights without any hassle or more of your precious hours being wasted. And it’s likely that the person sharing those insights would be a great collaborative partner for you and your business.

So what should you actually be looking out for when it comes to hiring a designer?

When you ask a service-related question, instead of shutting you down with a firm “no freebies,” a good designer will offer a sneak peek into what they provide as a paid service. Something like, “Sure, I can help you with that. Here’s some ways we could approach it, and if you want to take it to the next level, I’m happy to explore what that could look like as a project.”

Choosing a designer who shares their knowledge openly means you’re not just getting a service; you’re gaining a collaborator who’s invested in your success. Instead of dealing with someone who keeps their cards close to their chest, you’ll have a partner ready to provide valuable insights and tips that can elevate your business.

So go ahead, seek out those designers who are generous with their expertise. Your next big breakthrough could be just a helpful tip away.

June 11, 2024
Brand Guide vs. Brand Overview: What’s the Difference?
I recently completed a proposal for a potential new client who is looking for a brand identity, and in it, I noted that she didn’t need a full brand guide, but a brand overview would be a good addition to her branding package. As I was putting this together, it occurred to me that there are a lot of people who might use those terms interchangeably – so what’s the diff’?

Long story short – the difference is in the length and detail of the document.

What’s a Brand Guide?

A brand guide is a more extensive document that can go over virtually everything in how you want your brand to be portrayed. The most basic things, like what versions of your logo exist and how they should be used, color palette, and font choices are always included. But you have an opportunity to also include things like:
- brand voice
- pictures – what they should be of, how they should look, and things to think about when choosing new ones
- how email signatures should be formatted
- color choices for color blindness considerations
- logo and verbiage placement on pictures
These are all things I’ve included in a client’s brand guide before, and some brand guides can get very bulky, very quickly. But for those organizations that want to have some sense of control over every angle, that’s perfect. They’re also great for an organization who works with a lot of third-party vendors – no one wants to explain all the rules, all the time.

What’s a Brand Overview?

A brand overview, on the other hand, is typically a one-page document that looks at things from the highest level. The overviews I’ve done are simple – what fonts are included in the brand, brand color palette, and logo options. Sometimes I’ll also include a brand pattern (but not always).

Does my business need a brand guide or a brand overview?

So how do you choose which one is right? In the instance of this client, a brand overview makes more sense because they are not a large corporation, and their brand is being specifically designed for an educational platform. It’s not a “full business” in the most traditional sense, but more of a bonus offering. It doesn’t need all the bells and whistles of a full brand guide – the client won’t ever use them. However, they will use an at-a-glance reference of colors and fonts anytime they’re building a new piece of education material.

While many people will use “guide” and “overview” interchangeably, you won’t find that here – they’re very different things in my vocabulary, and which one makes the most sense for your business depends on a lot of factors.

Do you need a reference guide to make decisions easier for your business? Let’s chat – get in touch to get started!
November 6, 2023