The Tribune

In 2015, it is imperative that creative professionals begin to think of themselves as media companies. Being in a position to control and determine your own career growth seems beyond the reach of most people, but it is not nearly as difficult as one might imagine.

Today, if one wants to be relevant in any industry, the cost of entry is content. By producing content, you can establish a personal brand through creating and demonstrating value. This is particularly true for graphic designers, as they already have experience with clients.

For most people, the barrier to doing anything comes down to the means of production; not having the skills or resources to execute great ideas. Graphic designers and creative professionals do not encounter this limitation, and as a result they are uniquely positioned to succeed in a content-driven economy.

As a graphic designer, you should be generating content that people can engage in and share, and also exhibit your value. Your value lies in your skill and knowledge. Utilising social media, and even videos, to promote and market your skills is a good start.

What is a

Personal Brand?

The meaning of the word ‘Brand’. or the concept of ‘Branding’. can differ from person to person, but the simplest and most common definition is this: “Your brand is what people think and say about you. It is the values that are associated with you and what you do or provide.”

To put this in context, think about the first three words that come to mind when you think of particular furniture or shoe store. Those three words are the impression you have of their brand. That impression has been reinforced by the content they have created and presented, as well as your personal experiences with their merchandise.

• Identify three words that you want associated with you and the work produced.

• Identify three words that you would like people to associate with your visual style.

*Finally, identify three words that you want people to associate with the experience of working with you.

These words are your brand values. These values frame the story of you and your brand. When you promote and market yourself, focus on being consistent with your brand values in your storytelling.

Telling a story that matters

to people

Building your own brand will help to explore, develop, distill and determine a distinctive brand essence, differentiate yourself and create your visual identity and personal branding statement.

Developing your brand as a graphic designer is about the story you want told about you, work produced and delivery. In truth, it is not about simply building a presence on social media and other public platforms, but about how you influence them to tell your story.

Most graphic designers promote themselves via a platform such as Facebook, posting an image of their latest project with the title and a few hash tags. Unfortunately, this approach fails to create context and tell a story.

However, as an alternative, post a title that addresses a problem solved for a client, along with hash tags.

These are certainly great elements to include in social media posts, but they should not take priority over creating context for the reader.

In addition to your title, it is also valuable to post between one to two short paragraphs about your latest project, the process and the results produced.

It is also important to tailor the story to your target audience. Bear in mind that you are no longer simply consumers of physical products, but consumers of media for both entertainment and education.

Generally speaking, you want to enjoy an experience, learn how to solve problems and build new skills. So ask yourself: Who are you performing for and whose problem are you solving?

Answering these questions frames the context of your storytelling, and the content you intend to create and share. Equally, think about the resources that can be created to benefit your potential clients, which will improve the experience of working with a designer such as yourself.

Personal branding isn’t just for freelance designers

Many graphic designers fail to see the wisdom in establishing a personal brand, even if they have no intention of becoming freelancers. It is still wise to focus on demonstrating and communicating your value, as well as creating a demand for a product and yourself.

By thinking of yourself as a product and increasing the value of your brand, you create the leverage necessary to command a higher salary, discover new job prospects and remain on the radar. If you are not putting yourself out there, how can you be in demand? If you do not tell your own story, then who will?

Developing

your Brand

• Create a design blog showcasing your work and your thoughts on the industry.

• Submit your personal design work to magazines, blogs and online galleries.

• Participate in graphic design forums.

• Post your design work to Facebook, Instagram, Youtube, Vine, LinkedIn, Snapchat, Twitter and Pinterest to tell stories.

• Compete in graphic design award competitions.

• Create free downloads and resources that help a specific group or niche.

Share

Quality Work

By the same token, remember to produce and share quality work. When you produce high-quality work, you will feel less nervous and not like you are ‘tooting your own horn’.

If you wait to be discovered, you may actually be depriving yourself and others of a great opportunity to benefit from your abilities and inspiration that your work provides.

By and large, focus on the idea that what you are creating has value that you yourself may not fully appreciate. Everyone loves a good story; make sure you are telling your best one. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.