At two different coffee meetings, I ask two designers to tell me who their ideal client is. Both answer confidently.
Andy tells me this: “I can do it all – logos, print, graphic design, web – and in all kinds of industries.”
Beth tells me this: “I excel at serving clients who either need to build a visual identity from the ground up or completely overhaul an existing one, and then apply it across multiple media. My expertise is particularly deep in B2B. And my minimum for an integrated project is $20,000.” Continue reading “Who’s Your Ideal Client?”
Recent economic events do not paint a rosy picture for anyone trying to grow a business. Credit has tightened. Consumer confidence is down. Bad news has rippled through every segment of the economy, and what happens next is anyone’s guess.
Call me crazy, but I believe these down-cycles are actually net-positive. Why? Because they teach us to do more with less and to evaluate every dollar that we invest. These are lessons that will serve our brands for years to come. Continue reading “Branding When Times Are Tough”