Sometimes you have to let go and give in . . . to the expertise of other people. Doing so is not a rebuke of your own talents and abilities, but rather the successful admittance that you, alone, cannot do everything. We know it's hard. As a small agency, everyone here wears at least a few hats, and with those hats comes a bird's eye view of everything happening, and with that view comes authority. However, even we concede from time to time that managing everything at once is futile, exhausting, and ultimately a disservice to our clients. The same thing can be said for the small-to-midsize business owner who tries to be manager, accountant, receptionist, machinist, and designer, all at once. A successful brand manager and business owner must learn how to delegate responsibilities and tasks.
YOU CAN FOCUS ON WHAT YOU DO BEST
Our clients have a diverse range of expertise. Whether we work directly with the organization's owner, or an identified brand manager, 9.5 times out of 10, that person has a completely different role in that company than brand management, designer, or communicator. They know (and their company knows) that their ability as a project manager, or industrial designer, or architect, is much more valuable to the company, and their brand, than the haphazard idea of tasking them with managing (or creating) the company's brand identity.
Delegating design and brand management to actual brand managers is a positive investment in your business. It allows the talented people you employ to focus on whatever it is you hired them to do.
DELEGATION IS AN INFORMATION EXCHANGE
Whenever you assign someone a task, be it an employee, or a branding agency, there's an opportunity for each party to learn about each other and gain new technical knowledge. Branding is a collaborative process by nature. We can't create an identity for an organization we don't understand. That's why conversations with our clients have as much to do with the technical work that they do, and the markets they operate in, as it does about their design preferences. Oftentimes the most receptive clients take the time to cross-interview us, and in turn, learn a bit about design and marketing. As brand managers, we're always interested in empowering our clients and to some extent, even encourage them to DIY some of their branding and marketing solutions - just as long as they understand that when they're in over their head, it makes sense to bring us back into the project, rather than let it collapse.
DELEGATION EXPANDS YOUR TEAM
Many of our clients go on to describe us as their "off-site marketing team," and call on us frequently as if we shared the same campus or had an office down the hall. They know they can rely on us for design, strategy, and print services, and so that's exactly what they do. The relationships that develop become so consistent and reliable that we become teammates. The same is often true for us. We form partnerships with some of our clients that go beyond even the best business-client relationship. Those partnerships become integral to the way we approach certain aspects of our business and our client's expertise allows us to operate smoothly and maintain an upward growth trajectory.
IT'S TRUST BUILDING
There is power in knowing when to bring other professionals onto your team, whether you're hiring them as part of your staff, or commissioning work from an agency. It speaks to an ability to recognize your limits and then overcome them by letting go enough to let someone else take on the task. Delegation inherently requires a no-ego, transparency, and collaborative nature, all of which are often part of the foundation of an excellent work environment and a strong brand. If you've been on the fence about delegating tasks out, be it your branding, accounting, or an aspect of production, considering doing a short internal review of the pros and cons. Odds are, the level of effort it takes to identify, build a rapport with, and hire another professional to fulfill a task or role, is less expensive and costly to both your business and brand than trying to add another thing to your plate.