Now that you've obtained the hardware, software, and tools to deliver your services, it's time to consider the message you want to convey. How do you want people to perceive you and your services?

Are you traditional, contemporary, cutting-edge, "edgy," or quirky? What describes you and the services you offer?

The message you want to convey through your promotional materials, website, blog, and other advertising and outreach efforts should be clear, concise, and consistent. These three (3) 'Cs' will ensure that you attract the right audience by sending your personal and unique message.

As you make decisions about your message, consider how you will articulate the message visually and through words. Think about what best describes your business and the services you provide. If you have decided to focus on a very specific or narrow niche such as eBook, book, and magazine covers, then that's a very different message than from someone who delivers a comprehensive package of services for design, copywriting, and print services.

If you include customized illustrations in your business and you specialize in a particular genre, it's important to include that in your messaging. You may decide to include a more unique artistic service in your offering such as customized oil paintings or sketches. If you only use charcoal or pen/ink sketches, find a way to work that into your visual and/or content messaging for promotional information.

The secret to conveying your message is to make sure it reflects who you are and what your business offers. Graphic design is a highly creative business – use your creativity to develop your unique message to your target audience. Create your own ‘brand'.

Brand imaging

What is the first thing your clients will see?

That is the image you portray and the brand identity associated with your work. Be sure it says what you want it to and ensure that it speaks clearly to your target audience.

Brand imaging is self-promotion and marketing of the type of services you offer. It is your way of putting personality into your promotional elements such as business cards, website design, letterhead, brochures, and other materials related to your business.

Even though you are focused on the online business of graphic design, you will still have a need for written business collateral and brochures or other written information. In addition, the brand imaging is part of the online window into your store.

Create a compelling brand image that reflects who you are and attracts the clientele you seek and desire. The image you create will be woven throughout your promotional, marketing, and website designs and layout.

Include your brand imaging in your business cards, logo, letterhead, and promotional collateral. Let people know what you and your business are all about.

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