Here’s how to bring value to your clients through your acquired creativity

You’re a graphic designer like me who crafts compelling logos and makes things “pop” (eww). Or you’re a demure website designer who makes clients go “waaaaaw”. Cool, that’s nice, but they do not care. Well, they do care (hence why they are paying you), but not about what you think.

Quick Facts

  • 70% of businesses fail within 10 years, and a lack of clear messaging or brand identity is often to blame. (Source: Small Business Trends)
  • Consistent brand presentation increases revenue by up to 33%. (Source: Lucidpress)
  • Businesses that prioritize design outperform their competitors by 200%. (Source: McKinsey Design Index)
  • 86% of consumers say authenticity is a key factor in deciding which brands they like and support. (Source: Stackla)
  • Companies with a strong emotional connection to their audience see 306% higher lifetime customer value. (Source: Motista)

What and why you should give a damn

See, creativity, much like a perfectly seared steak or a roaring V12 engine, has the power to transform the mundane into something extraordinary. But let’s face it: being “creative” simply isn’t enough. If you want to thrive as a designer, illustrator, or any other breed of maker, you need to apply your creativity in ways that make your clients’ businesses not just shine but thrive. Here are five ways to do that—with a bit of swagger and a lot of sense.

  1. Solve a Problem, Don’t Just Make it Pretty
    Your job isn’t just to design logos or whip up stunning websites. Your job is to solve problems. A poorly defined brand? Fix it. A confusing customer experience? Untangle it. Remember, you’re not a painter; you’re a problem solver with a damn good set of tools. Learn the business. Understand their pain points. And then—create something that fixes the mess.
  2. Make Their Brand Memorable
    It’s not enough for a brand to look “nice.” It needs to stick in people’s minds like a catchy tune or the smell of a campfire on your jacket. Memorable doesn’t mean safe—it means bold, intentional, and distinctive. Think Coca-Cola’s red, Nike’s swoosh, or Tesla’s sleek, futuristic vibe. Don’t just give your clients something good. Give them something unforgettable.
  3. Creativity Should Drive ROI, Not Just Applause
    Let’s be honest—your client doesn’t care if your design wins an award. They care if it wins customers. Every choice you make should lead to one thing: measurable results. Whether it’s more clicks, more sales, or more followers, your creative output needs to have an impact. Data and creativity are not enemies. Use analytics to prove your worth, and you’ll always stay in demand.
  4. Adapt, Don’t Imitate
    The worst thing you can do? Copy someone else’s style. Your creativity needs to be bespoke, tailored to the client’s unique needs and audience. Cookie-cutter designs scream laziness and lack of imagination. Be bold enough to reinvent the wheel if it suits the client’s business. Or better yet, throw out the wheel entirely and design a jetpack.
  5. Speak the Language of the Client’s Audience
    You’re not designing for your creative peers; you’re designing for your client’s customers. Dive deep into understanding the audience. What excites them? What scares them? What makes them reach for their wallets? Then, channel that knowledge into your work. Whether it’s playful, bold, refined, or rebellious—make sure your work resonates on a gut level.

“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs

Conclusion

To be fair, I’ve been in the design and branding industry for over 10 years now, and much of this has only recently dawned on me. So, I want to save you some of the pain I experienced learning this.

Creativity isn’t just a talent. It’s a tool. And like a well-seasoned chef or a mad scientist in a garage full of car parts, you’ve got to use it with purpose. Solve problems, drive ROI, and create something that not only makes your clients happy but makes their competitors jealous. If you can do that, you won’t just be creative. You’ll be indispensable.

Now, go out there and build something extraordinary. And remember—if you’re not sweating a little, you’re not pushing hard enough.

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