Why It Matters to Work with a Branding Expert (And How to Get the Right Kind of Input)
We recently got an email from a client who’s writing and illustrating a children’s book with a small indie press. So while she felt pretty confident on the words and illustrations angle of the book, she was stumped by the process of choosing fonts. She had a good sense for the style of fonts she wanted to use, but in her words she was “...tripping over [her] own feet when it comes to figuring out which fonts work with which programs, how fonts are licensed for a project like this, and just narrowing down the decision making process in general.”
This is a perfect example of why working with a branding or design expert can make all the difference — not because you can’t do it on your own, but because doing it with the right creative partner makes the process so much clearer (and way less overwhelming).
You can have a strong vision, great ideas, and a fantastic product. But translating that into a cohesive, polished experience is where expertise comes in.
Knowing what you want isn’t the same as knowing how to get there.
Creative collaborators (like our client above) often have an intuitive feel for what’s right. They might know they want something bold and playful, or handwritten and approachable. But how do you choose between 25 versions of “handwritten”? Which font family works across print, digital, and illustration platforms? Is it licensed for commercial publishing?
These aren’t just aesthetic questions, they’re strategic, technical, and functional ones. Since we live and breathe this stuff all day everyday, that’s where we can help.
As branding experts, our role is to take what’s swirling around in your brain, and filter it through the lens of clarity, cohesion, and consistency. We don’t just pick a “cool” font. We look at how it serves the story, its use across mediums, how it aligns with your visual voice, and supports the experience you’re trying to create.
The difference between doing it yourself vs. doing it with an expert
Another collaborator recently asked us:
“What’s the difference between a client coming up with their own logo concept vs. what a branding expert would deliver?”
It’s a great question. And it’s common for new businesses and micro business owners to take a stab at their own logo design.
BUT, when clients design their own logos or visual systems, they’re often working from personal taste. It might feel right, but it’s not always strategic, scalable, or rooted in a bigger brand story. As we often say, branding is not like wall-papering your house, it’s not really about what you like, it’s about what resonates with your customers or clients.
When we design as branding experts, we start with the foundation: your positioning, your audience, your purpose, your long-term goals. We don’t just make something pretty, we create something that lasts. Something that communicates. Something that speaks for your business even when you're not in the room.
Can’t I just do my own brand strategy?
Sure you can! Many businesses start off by DIYing it and coming up with their own mission/vision/values and ideal client avatars. But they usually miss a piece. Maybe they have a really clear idea of who they are, but not a clear depiction of their ideal audience. Or maybe they know their audience inside-out, but they don’t know how to talk about themselves convincingly and what makes them special.
The thing is, a successful brand needs both of these elements to work. The end result of your visual branding is only going to be as strong as your initial brand strategy. Which is why we don’t start with visual design, until we’re happy with the strategy behind it. Sometimes clients come with us with a partially-developed brand strategy and we’re happy to fill in the gaps. We know the budget is tight for small businesses and we don’t need you to redo anything that’s already been done well. But we will be honest with you if we feel your brand strategy isn’t robust enough. There’s no point in spending money on visual design until it is.
So what kind of input is actually helpful?
Here’s what works:
Come with your vision, not your solution. Tell us what you’re trying to communicate, not just the font you found on Pinterest.
Tell us about who you are and who your audience is - as much as you can
Share how you want your customers to feel when they encounter your brand. Brand design is emotional, “friendly,” “bold,” or “trustworthy” gives us more to go on than “use teal.”
Be open to alternatives. You may come in thinking you want a specific thing, but leave with something that’s far more effective both in communication and usage.
Let us help you narrow the field. We love when you bring ideas, it means you’re engaged. We can help you refine and focus.
Working with an expert isn’t about giving up control. It’s about having a guide who can translate your ideas into something functional, intentional, and beautiful.
You bring the vision. We’ll help you make it real — and make sure it works in every place your brand needs to live.