Many new entrepreneurs believe that specializing their business will limit the pool of potential clients they could work with. They enter the market trying to be everything to everyone — appealing to every demographic and meeting every cost expectation.

As a business owner approaching your next major project, you’ll likely need some creative help. You could hire a freelancer, a design studio, an agency, or you could recruit a new employee. But when they all seem to offer the same work such as logo design and websites, how do you choose your creative superhero? Besides cost, what is the difference?

I begin every potential partnership with a meet-and-greet. It’s important I get to know the client as well as the business. But clients are sometimes surprised when we dive into the mission of the brand instead of their favorite colors.

In marketing, there is a single document that unites all of your creative ambassadors in planning new business communication strategies. The information contained in this document becomes the directive for what your advertising needs to do.