Selling Strategy for Design Firms - A Conversation with Debbie Millman

As graphic design professionals, we are often asked to do more than just design. Whether clients are aware of it or not, many expect at least some element of strategic thinking to drive their project. For most designers this is a breath of fresh air--we know that, in order to solve the problem, we first need to define the problem. We know strategy needs to be incorporated into the project and that our services are worth more as a result. This month, Spark NYC featured Debbie Millman, Design Group President at Sterling Brands, Chair of the MPS Branding Program at the School of Visual Arts, and host of the internet radio show Design Matters. Debbie offered her compelling insight into the world of strategy and branding:

1. There is no use selling to a client who doesn't want or doesn't want to pay for strategy. You will never convince them or, if you do, they will find a way to resent you for it.

2. Recognize what brand assets already exist for your client. Do not discard them--instead, understand their value and use them in your rebranding effort.

3. You run a business. Do not underestimate your responsibility to know the financial viability of your organization. This is the only way to know what projects you can take on and what projects will leave you scrambling to make payroll next month.

4. Define, define, define. Debbie says, "we can't even agree what the word 'love' means," so how can we expect our clients to always have the same vocabulary we do? As designers, it is our responsibility to define key words throughout a project to ensure we are speaking the same language as our client.