How to Find the Right Designer for Your Small Business
Hiring a designer can feel… overwhelming. There are freelancers, agencies, online platforms—and suddenly, you’re staring at hundreds of options wondering who’s actually going to “get” your business. Choosing the wrong designer can cost time, money, and a lot of frustration. The right one, though? They can make your brand feel like it’s been around for years, even if you’re just getting started.
Here’s how to make sure you find a designer who’s a perfect fit for your small business.
Get Clear on What You Need
Before you start browsing portfolios, it helps to know exactly what you’re hiring for. Are you looking for a simple logo, a full brand identity with colours, fonts, and visuals, or a website that converts visitors into customers? Knowing this upfront makes it easier for you—and the designer—to hit the ground running and can save you from endless back-and-forths later on!
Take a Good Look at Their Portfolio
A portfolio isn’t just a collection of pretty pictures. It shows what a designer can actually do. Look for work that feels consistent, creative, and relevant to your brand. Bonus points if they’ve done projects for businesses like yours.
Don’t be shy about asking for more examples or case studies if it's not clear what they do! Seeing a project from start to finish gives you insight into how they solve problems, not just how polished the final design looks.
Understand Their Process
Design isn’t magic—it’s a thoughtful, step-by-step process. The right designer should be able to explain how they work. Key questions to ask:
How do you gather inspiration for a project?
What’s your approach to revisions and feedback?
How do you deliver final files, and in what formats?
A designer with a clear process is less likely to leave you frustrated halfway through the project. Transparency = peace of mind.
Communication & Personality Matter!
Design is collaborative. You need someone who listens, explains their choices in plain English, and is easy to work with. If your first conversation feels awkward or you just don’t click, it’s worth considering someone else. Chemistry matters more than people often realise. Trust those instincts during initial chats. If it feels like a good match, it probably is!
Think About Value, Not Just Price
It’s tempting to go for the cheapest designer out there, but trust me—you often get what you pay for. I once worked with a small business owner who did exactly that. The result? Endless revisions, mismatched visuals, and a logo that didn’t reflect their brand at all. They ended up starting over and spending twice as much. Picking the right designer from the start usually saves money, time, and stress.
Look Beyond the Visuals
A designer isn’t just someone who makes things “look nice.” The best ones:
Create a cohesive identity across all platforms
Think strategically about your audience
Solve branding problems visually
When a designer combines aesthetics with strategy, you don’t just get a logo—you get a brand that actually works.
Takeaway
Finding the right designer is an investment in your small business. Take your time, ask the right questions, and don’t settle for someone who doesn’t understand your goals. The result? A brand that feels authentic, professional, and memorable—exactly what your business deserves.
Need a designer who gets it? At Good Guise, we help small businesses create clever, authentic branding—from logos to full visual identities. We focus on strategy, creativity, and clarity so your brand shines from day one. Your brand deserves to look as good as it feels— so let’s make it happen!
