Do you have your client’s best interest in mind or are you just looking to provide a service and collect a check? Do find yourself making suggestions on how to improve your client’s business, website, branding etc, or is “they didn’t ask for that” a regular phrase you use? Really think about this for a minute, because it makes all the difference in the world.

A service provider literally does what they are told to, whether they agree with it or not, whether they know of a better, more effective way to approach a project or not. Generally their main goal is to find a way to do the work with as little effort as possible so they can make a bigger profit. They’re there to collect a paycheck. You asked for a yellow logo, I gave you a yellow logo. If all you want is to make ends meet and sit back and take what comes… then this is probably where you’ll be best suited.

I’m hopeful, however, that you strive to be more than this. So what makes a design partner “better” than a service provider? Communication and an understanding of your client’s needs. Always being willing to offer your expertise and making it your goal to help your client succeed. You asked for a yellow logo, I gave you a yellow logo, but not only that, here is a blue logo because I feel it better portrays your company, your market etc*. Maybe your client asked for a yellow logo because it’s their favorite color, not realizing what that color might represent in terms of brand value. Maybe they asked for yellow because a lot of their competition is using yellow and they want to work similarly, but you know blue might make them stand apart.

*Notice we’re still providing the client with what they want. The goal here is not to only provide the blue logo because you feel it’s better, but to offer your professional opinion as a suggestion.

A design partner is someone their clients can turn to. They are trusted because of their knowledge and more importantly their desire for their clients to do well. After all, if your clients are doing well, you’ll profit as well either by exposure, repeat business or referrals.

As a designer, you should strive to be a partner to your clients, and as a client, you should always consider working with someone who has your best interest in mind. This will always workout to be a win-win situation.