I understand that money is tight. You are a business owner with a big dream looking for small miracles. So, when your sister tells you that your nephew knows Publisher inside and out, that he designed a logo for his school's prom, and that he could surely put together a brochure or website for you, you think "what the heck! Who needs the expense of a professional designer?" The question of where you should spend your limited resources to drive the most growth is a conundrum experienced daily by small business owners. Your brand plays a crucial role in enticing today's consumers who are increasingly savvy when it comes to advertising. Trusting your branding efforts to a novice is not such a good idea.

In no way am I meaning to cast any disrespect towards the budding marketing youngsters of the world; a couple of decades ago I was one of them. Their eagerness and energy is enviable, but they don't know what they don't know. Experience cannot be substituted with eagerness without risk involved. As an entrepreneur you know that getting things done right the first time is important in this business climate of little forgiveness. Collaborating with a professional means professional results.

You'll need your marketing pieces to sell for you even when you are not there to give your finely honed elevator speech. Well crafted brochures and sell sheets communicate more then just what is printed on them; they enhance your business's credibility and brand your message. A poorly designed marketing piece can project a lack of seriousness and implies that your business is not worth your best effort. A poorly designed website is even worse. In the few seconds you have a potential customer's attention, they are deciding whether or not to click further. If the site is hard to read, lacks a clear message or doesn't function properly then you've lost that customer to a competitor.

Sure, your nephew will work for a few pizza's, but design is a profession, not a hobby. Professional designers spend years in school, outfit themselves with plenty of technology, continue their education as that technology advances and keep themselves informed about the marketplace. As professional graphic designers our goal is to create profit for our clients and subsequently for ourselves. A happy client means more referrals and the designer's business grows. A designer has a stake in the success of her customers' business; the nephew, not so much.

Beyond making something look good, a graphic designer is a problem solver first and foremost. Learning about our customers, organizing information in a way that optimizes it's consumption, and partnering with our clients to help clarify their message is part of a skill set that is learned over time. Experience trumps cheese and pepperoni.