Quite often when you hand out your card, the person you are meeting will hand out his or her card. When you receive a business card from someone else, make sure to record notes on it after your meeting indicating the date and place you met the person. Plus, be sure to include any notes that will help you address the person’s needs in the future then transfer that information to your contact program when you get back to the office.
4.3 Email
Another low-cost tool in your visual identity program is your email. Email is one of the main forms of communications in business and it’s important to spend a little time creating the right visual image for your email.
Email programs allow you to create signature files, which automatically attach a message to the bottom of your email when you send it out. Be sure to include your name, company name, value proposition (short version), phone number, email, and web address with every signature file. You can even add an image (like your logo) or a simple animation file if you want. (For more tips on email see Chapter 10.)
4.4 Voice mail messages
Although your voice mail is not really a visual element it does contribute to the overall impression someone has of your company. It is another tool that is both frequently used and inexpensive to have so make the most of your voice mail messages.
Make sure to be professional in the message you leave on your phone. Remember, this helps make up your identity so do it right. Your tone should be pleasant and your message clear. This is an excellent opportunity to reinforce a short succinct version of your UMM. Inform callers of the different ways they can get in touch with you if you are a one-person firm. Or direct them to another person so they can get immediate help if they need it. It is also helpful to leave details regarding when you will return calls.
4.5 Your dress code
An important part of your visual image is the way you dress and present yourself to clients and prospects. Many designers have trouble conforming with cultural conventions, especially when it comes to dressing up or wearing a tie. You shouldn’t be averse to dressing appropriately for the clients you service. I’m not saying you have to wear a suit to work everyday, but you should carefully consider your clients and how you want to be thought of, and dress the part. Reflect the personality and style that best reflects the attitude of the UMM that you outlined for yourself.
6
Office Location
Now that you’ve made some decisions on how your business will be presented to your prospective clients it’s time to turn your attention to where you will be doing the work — your office.
1. Your Work Space
The very first question to ask is, “Where will you be doing your work?” It all starts with a comfortable work environment. The nice thing about the design business is that you don’t need a lot of space to do it. Almost any reasonable space or room will do. I recommend having a room that you use exclusively for your office and only your office. It doesn’t need to be large, just big enough so that you can outfit it with a few necessities. You’ll obviously need a desk where you’ll keep your computer workstation. You’ll also need a place to file your work projects, job dockets, reference books, and other resource material so you’ll probably want to have a filing cabinet and a set of bookshelves.
Depending on your design approach, the only other thing you may want in your office space is an area separate from your computer station for concept planning, sketching, or creating mock-ups (i.e., 3D-style design prototypes). You can probably get by with a room no bigger than 120 square feet, depending, of course, on what’s available and what you’re comfortable with.
Since this is a service-based business you will be meeting with clients frequently. Eventually having a reception area or various office rooms, such as a boardroom for client meetings, would be nice, but it’s not a must in the beginning. If you are starting out from a modest office or out of your home, try and schedule all your client meetings at your client’s office. That way the type of office and the size it is will be a nonissue and you can focus on doing the work instead of being self-conscious about your work space. Now the question is, what kind of space is best for you?
The following sections cover the pros and cons of working from home or renting an office. This is something you should carefully consider before you start your business, because there are definite upsides and downsides to each.
2. Working at Home
Working from home can be a great way to start your business. It also offers a great work environment that an office cubicle just can’t give you. It’s warm, inviting, and a comfortable space to work. Many designers choose to start their business in a spare room so they can start working almost immediately, without any formal delays or office planning.
Although a spare room is a great place for you to work, it isn’t ideal if you are thinking of bringing clients into your home. Not only is the image of your business lowered in your customer’s mind (which can’t be helped), some local laws restrict clients from entering your office if it’s in your home. Make sure you check with your local municipality regarding any zoning requirements they may have. You may also want to ask if there are any other restrictions or rules that prevent you from working at home if this is the route you want to take.
2.1 Advantages of working at home
There are some definite advantages to working at home. Here are a few of the top advantages.
Easy to start up: Many designers start freelancing at their homes before they make the break from a full-time job. This lets them get a feel for what business will be like on their own without making a big investment in time, money, and office space.
Cheap overhead: Your goal in business is to always operate with the least amount of overhead costs while bringing in the highest profit possible. Working at home can save hundreds of dollars a month in rent fees, not to mention provide valuable tax credits to help offset your living expenses. Talk to your accountant about your home work space and discuss your eligibility for any possible tax benefits.
No commute time: You can be in your office and immersed in a project minutes after reading the morning newspaper. You save the time and expense associated with commuting and, when you’re finished work for the day, you start enjoying your personal life when you close your office door.
Flexibility and comfort: On busy or stressful days you can take a relaxing break and enjoy a sandwich in the kitchen or a cup of coffee on the patio. Or you can multitask and get a home-related chore completed. It provides a comfortable work environment that can be customized to your personal preferences, tastes, and working style.
Blended work and family: You can stay more connected to family life than any of your business counterparts. Whether you live alone with a pet, have a significant other, or have a house full of kids, working at home can be a great way to blend work and family. When I first started from home it was a thrill to have my little boys come into my office each morning to give me a big hug before they left for school. There was no better way for me to start my day.
2.2 Disadvantages of working at home
There’s no question that working from home can be great, but as with all things in life, with the benefits come some drawbacks. There are things you should be mindful of before jumping in with both feet.
Home life distractions: Chores and home responsibilities can pile up and compete for your attention. Ringing phones and