Talking to Elena Pulino

I had the pleasure of being interviewed by Elena Pulino on the mistakes that can kill your business. We talked about branding & design.

Being a passionate creative person, what would be the first advice that comes to your mind when you talk to business owners?

Schermafbeelding 2017-10-10 om 20.29.24Be you. Dare to be you. I see a lot of freelancers doubt if they are good enough, have enough skills or are good entrepreneurs.

Doubt is a good thing when you use it properly to make the right choices in your work.Doubting yourself gets you nowhere.

Co-create. Don’t try to do everything on your own. Get people involved, get a mentor.

Nothing beats the energy of a team or a pair of professionals working on your business. It is my personal experience that the right team always outperforms any individual.

Working for yourself is not working all alone.

What are the most common branding mistakes, which you noticed during your career working with entrepreneurs?

The first one is unmistakably the focus on the design of marketing or communication tools. Like websites or brochures. Branding is not only about the design of marketing or communication tools. Branding is about creating an identity that represents your company or a product in a professional way. It is about behavior, symbolism, and communication. The three pillars of any brand. Just design is not going to do it for you.

Secondly, it is sadly common to perceive branding as an expense. It is not an expense, it is an investment in building up the value of your company or product. So I advise any entrepreneur not to look at the direct cost (cash-out) but at the budget needed to build a valuable brand for at least three years ahead. Select the right professionals within the budget.

Read more on the site of Elena

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