Professional design work is commonly undervalued among small businesses. It’s not that small companies don’t see a need for professional design, but rather because they run on limited resources. To get the website, logo and marketing materials they need at a price they can afford, small businesses usually hire a freelancer or ask a current employee to do the work for them.

If you are running a small business on a small budget, don’t miss out on opportunities that could be yours. By prioritizing graphic design, you will enjoy more traffic, leads and sales that will quickly offset the cost of hiring a professional. Below are four reasons to put graphic design first.

1. First impressions make all the difference.

Today’s consumers have so many brands demanding their attention, they make assumptions quickly. Let’s say a prospect attends a trade show for hair care products to carry in their salon. They visit dozens of booths and talk with the brand representatives. When the customer returns home, they go through the brands and quickly narrow down their search.

Much of the narrow down process is based on first impressions. How professional does the website look? How easy is it to find information on the site? Does the logo at the trade show match the online marketing materials? If you don’t put graphic design first, you could be missing out on opportunities to grow your business.

2. Design tells a story about your brand.

Storytelling is an excellent way to bring your brand to life. The best parts about storytelling are that it involves your customers, brings forth emotions and is more likely to be shared with others. A hair care company that has local roots and uses essential oils in their products has a story to tell, making their brand relatable and genuine.

3. Branding makes small businesses memorable.

Small businesses have it twice as difficult at times. Not only do they have to compete with big brands, but also other small businesses. To be successful, small companies must always be thinking ahead with their marketing budget.

Luckily, a professional design helps brands stand out against the competition. The hair care company that adds essential oils to their products can use a professional design to highlight the oils and their benefits. After a trade show, a salon owner might say, “I liked that brand that uses oils in their products.”

4. Professional design saves money in the long run.

If your small brand doesn’t take graphic design seriously now, chances are, you will have to go through a design overhaul in the near future. Why pay for mediocre design today, knowing that you will have to do it again? A quality design has a long shelf life. You can enjoy using the design in all of your marketing materials and know that it will look great at your next exhibit.

Small businesses must be smart about where they put every dollar. In this case, it’s worth it to invest in quality graphic design. You pay for it once, and you can enjoy it for years to come!