Redefining brand success in a world of giants

In the realm of brand strategy, design, and creative direction, there has always been the debate that revolves around engaging a freelancer versus opting for an agency-model.

Beyond a conventional belief [especially amidst medium-to-large corporate organisations] that bigger is better, a vital revelation is unfolding – the emphasis is shifting from mere skill sets to the paramount importance of forging a meaningful connection with your service provider ... say hello to the solopreneur freelancer.

Let me be clear, I am not here to bag out the agency; heck, I owned one for almost 10 years and still know and work with many agency directors and managers that deliver the most exceptional work for aligned clients and create workplace cultures that are a pure joy to be a part of.

My agenda is simply to highlight that the pool of expertise bundled in some individual freelancers would rival the collective skill set and offerings of some agencies. And when that amount of skill is coupled with adaptability, cost-effectiveness, innovation, creativity, and connection, hiring a freelancer is inarguably often the most effective solution for businesses, and even agencies, but one of the most overlooked.

The obvious reasons to choose a brand/design/creative direction solopreneur:

Diverse Expertise: Freelancers often bring an experienced and diverse skill set that rivals the collective offerings of some agencies. Ask, learn about, identify if it aligns with you and be respectful of this. This is the goodness that you will have access to should you engage that freelancer.

Adaptability: Freelancers excel in adapting to not just specific needs, but also resources, timeframes, strategies and opportunity, ensuring a more personalised and flexible approach. But don’t abuse this adaptability and change the goal-posts every few minutes. Often respecting how a freelancer conquers a project will result in more efficiency and extended deliverables in the long run.

Cost-Effectiveness: Arhhh the money, usually [and sadly] the only element considered when deciding who to use. The decision often based on a perception – such as “you get what you pay for” or “I am paying more so I am getting a better job”. Perception plays heavily when choosing a brand or design service, but like any service-provider, a freelancer most often bases their rates on their worth [and you know, the need to live]. But dig a little deeper. Ask yourself, can I talk to this person, does this person understand me, are their ideas aligned with what I am needing, does their quote list not only what I have asked but outlined additional services they foresee us requiring etc. While they might be cheaper/more expensive, you may pay in other ways such as in time, energy, and effort in working with someone that is not aligned with your objectives.

Innovation + Creativity: Their work is often solely focused on you in the moments they undertake it, leading to dynamic, encompassing, and innovative solutions. Seek to find a freelancer who’s experience will focus on your brand vision taking centre stage in their schedule [it should feel like you have an in-house designer working for you].

Connection + Collaboration: With a direct line of communication, you can articulate your needs, provide feedback, and witness firsthand the translation of your ideas into reality, well that’s if you have a connection. The personal touch and collaborative spirit bring a unique depth to your brand strategy and design, ensuring that every aspect resonates with your vision and goals.

Efficiency: You benefit from direct communication, quick decision-making, and a focused work process. The nimbleness of a solo freelancer ensures that your project moves seamlessly from conception to completion, saving you time and avoiding unnecessary delays.

Engaging a freelancer or agency should go beyond simply acquiring a service; it’s about cultivating an aligned partnership that propels your brand to new heights. Agencies are more than capable of doing this, I am just highlighting the fact that many freelancers should not be overlooked based on an assumed perception. In a landscape where personal connection and adaptability are becoming invaluable to every brand, the freelancer emerges not just as a provider but as a collaborator, invested in your brand’s journey, crafting a narrative that goes beyond the ordinary, and embracing the ethos that sometimes, smaller is indeed mightier.

The freelancer offers not just expertise but an unwavering commitment to elevating your brand experience.