If you’re a professional creative in today’s business world, you’ve most likely been referred to as “my guy” (or “my gal”) at one point or another. When working closely with a client over time, the identity of any creative agency can recede into the background. This is because clients feel a connection and value the relationships they have with the individuals at that agency. It doesn’t matter if you’re a two-person office, or an internationally-recognized agency.
Designers have a way of being grouped in with a number of other professional service providers. If your neighbor were to knock at your door and ask if you know a good electrician, you may respond with, “Sure, use my guy. He’s great!” There’s a sense of pride involved with this because this person has established trust with you. This speaks volumes about the power of relationships.
Creative agencies such as ours work primarily to help clients develop their business identity—what they stand for and how they project themselves to the outside world—by employing strategic design to help them define, articulate, and communicate their brands and positively impact their organizations.
Although a bit ironic, we often find ourselves being identified and remembered more by our personal attributes than by the elements of our visual identity. In essence, we’ve become our client’s “guy.” While some creative professionals may not care for this—as they’ve painstakingly crafted their canvas—we find it to be an endearing and powerful way of referring to someone who comes highly recommended. This doesn’t mean that your brand has eroded, or that your client is claiming ownership of you or your work. It simply means that you have several facets to your identity—one being the ability to connect with people on a personal level and gain their trust.
At Counterform, it is this foundation of mutual trust that we’ve built our success on.