Can't I Design It Myself?

(Part 4 in a four-part series)

In concluding this series, I've been exploring the most often-asked questions posed to graphic designers from all walks of life. Questions are meant to trigger constructive thoughts, engaging the brain in problem-solving activities until the solution or solutions are reached. What I did in this four-part series is some further introspection by analyzing the four points most often asked by clients when this question is posed: 1) easy to do; 2) saving time; 3) saving money; and 4) I'm the business owner.

Today I'll look at #4, "I'm the business owner."

The business owner knows more about their business than anyone else. He or she works to know the desired target markets, identifies the potential customers within the target markets, decides what products or services to sell, sets the pricing, resolves customer questions/issues, and closes the sales. For most business owners, their days are filled thinking about their business in some aspect and reviewing methodologies for improving and growing their business.

In part two of this series I discussed the many hats a business owner wears. Because a business owner is many things to the life of a business, it is very difficult to be proficient at all aspects of running a successful business. To make things more confusing, the marketing aspect must be taken into consideration and a method must be decided upon. If using mostly a print medium, the collateral material should look as consistent as possible. If combining print medium with networking, branding becomes more critical because your potential customers are getting information about your business much sooner than they would if traditional mailing practices were used. If using only social media and the internet, branding must have a high focus because the potential market is much larger but receiving your information faster than using networking.

Business owners must be able to convey their message quickly, concisely, and carefully. They must be good at project managing, delegation, and follow-up to ensure their valuable time is being used wisely for the business. Outsourcing critical components allows the business owner to focus more fully on the aspects surrounding their industry and respond quickly to market changes or customer complaints. By surrounding the business with a quality team, the business is more efficient, more profitable, and more successful.