Going From Identity Design to Brand Strategy—A Deep Dive w/ Melinda Livsey Ep. 12 | Summary and Q&A

TL;DR

Melinda discusses her journey from being a graphic designer to specializing in brand strategy and the challenges of balancing specialization with being a consultant.

Key Insights

• 🤔 Melinda's business has shifted from graphic design to brand strategy, identity, and messaging, and she had to let go of lower paying clients to focus on being an expert in her new specialized field.
• 🤝 Melinda is interested in discussing the relationship between specializing and being a consultant who can solve any problem for a client, and how they can coexist in her business.
• 💡 Melinda realizes that in her initial calls with clients, she was more of a consultant trying to solve their problems, but with her specialization in brand strategy, clients come to her for that specific deliverable.
• 🔍 Melinda understands that her questionnaire approach for gathering client information was not as effective as a strategy workshop, where she meets with clients face to face and uncovers deeper insights.
• 👥 Melinda shares her success in pivoting conversations with clients who initially came to her for specific deliverables, but after discussing brand strategy, they realized the bigger scope of their needs and reconsidered their budgets.
• 💭 Melinda is considering whether to establish herself as an expert in her specialized field or to seek further growth through collaborations with other creatives on pet projects and thought pieces.
• 🌟 Melinda envisions a future where she can continue doing brand strategy, analyzing connections, and sharing insights, while collaborating with other creatives on projects and licensing her ideas rather than running the business herself.
• 💼 Melinda recognizes the importance of being open to new opportunities and experimenting with different paths, as well as finding a balance between running her specialized business and pursuing her passion for creating and collaborating.

Transcript

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Questions & Answers

Q: What are the challenges of transitioning from being a graphic designer to specializing in brand strategy?

The challenges of transitioning from being a graphic designer to specializing in brand strategy include learning new skills and knowledge, redefining your services and client relationships, and finding a balance between specialization and being a consultant.

Q: How has Melinda's business changed since she transitioned to specializing in brand strategy?

Since transitioning to specializing in brand strategy, Melinda has had to let go of lower paying clients and focus on offering expertise rather than being an order-taker. This has led to a shift in her client base and an increase in the value she provides to clients.

Q: How does Melinda balance specialization with being a consultant?

Melinda navigates the balance between specialization and being a consultant by focusing on brand strategy as her niche, but still being able to offer consultancy services to clients who may need a broader range of expertise. She also takes the time to understand her clients' needs and goals to determine the best approach for each project.

Q: What is the value of asking clients about their motivations and the "why" behind their projects?

By asking clients about their motivations and the "why" behind their projects, Melinda is able to uncover the deeper needs and goals of her clients. This allows her to provide more targeted and effective solutions, as well as pivot client conversations towards brand strategy rather than specific deliverables.

Q: How has Melinda's approach to gathering client information changed since transitioning to brand strategy?

Melinda has shifted from using questionnaires to conducting strategy workshops with clients. This allows her to have more in-depth conversations and uncover insights that may not have been captured through a questionnaire alone. By meeting with clients face-to-face, Melinda is able to make better connections and understand their brands on a deeper level.

Q: Why does Melinda prefer to focus on brand strategy rather than offering a wide range of design services?

Melinda prefers to specialize in brand strategy because it allows her to provide more value to her clients and focus on her passion for making connections and insights. She believes that by specializing, she can offer a higher level of expertise and have more meaningful client relationships.

Q: How does Melinda envision her future as a brand strategist?

In the future, Melinda sees herself continuing to focus on brand strategy, working one-on-one with clients, and sharing her insights and connections through writing and speaking engagements. She is also open to collaborating with other creatives on pet projects and potentially licensing her ideas to companies.

Summary & Key Takeaways

• Melinda has transitioned from being a graphic designer to specializing in brand strategy.

• She has learned to focus on offering brand strategy, identity, and messaging, which has radically changed her business.

• Melinda now focuses on being an expert in her niche and has had success in pivoting client conversations to focus on brand strategy rather than specific deliverables.