If you’re a small business owner, you’ve probably heard the terms graphic designer and brand designer thrown around. They might sound like the same thing, but they’re not. Knowing the difference can save you time, money, and frustration when hiring for your business.

What’s the Difference?

Graphic Designer

A graphic designer creates brand assets. Think social media posts, flyers, business cards, website graphics, and other one-off materials. They make things look good based on existing branding.

What They Do:

• Design social media graphics
• Create marketing materials (brochures, flyers, etc.)
• Design business cards and packaging
• Make simple logo updates
• Lay out PDFs, presentations, and ebooks

When to Hire One:

• You need ongoing social media content
• You need marketing materials designed
• You already have branding but need assets made

Brand Designer

A brand designer creates your entire visual identity from scratch or refreshes an existing one. They go beyond just making things look nice, they establish how your business is perceived.

What They Do:

• Design logos (the right way)
• Choose brand colors, fonts, and imagery
• Create a brand style guide
• Develop a visual strategy that ensures consistency
• Sometimes provide messaging direction

When to Hire One:

• You’re launching a business and need branding from scratch
• Your current branding is inconsistent or outdated
• You want your business to look professional and cohesive

Why This Matters for Your Business

If you hire a graphic designer expecting them to create your brand from scratch, you’ll likely get a pretty logo but no real brand identity. On the other hand, hiring a brand designer for simple social media graphics is overkill.

Knowing which one to hire means:

• Better use of your budget, pay for what you need
• Stronger brand consistency, especially if you invest in branding first
• Clearer communication, so you don’t end up frustrated with mismatched expectations

Not sure who to hire?

Start by assessing whether your business has a clear and cohesive brand identity. If not, branding should come first.

If you don’t have consistent branding, hire a brand designer first. If you already have branding and need marketing materials hire a graphic designer. Both are valuable, but they serve different purposes.

Do you have questions about hiring the right designer? I'd be happy to answer them via email.

Small business owners should base their hiring decisions on what their business needs, budget, and long-term goals. Here’s how to determine if and when to hire a brand or graphic designer, and how their roles change when planning an event.

When to Hire a Brand Designer vs. a Graphic Designer

Hire a Brand Designer If:

• Your business lacks a clear brand identity (no cohesive logo, colors, fonts, or overall aesthetic).
• Your branding looks inconsistent across your website, social media, and marketing materials.
• You want consistency as you rebrand or launch a new product or service.
• Your business feels unprofessional or forgettable, and you want a stronger brand presence.

Consider This: A brand designer can be a large upfront investment but it prevents you from making costly mistakes with inconsistent or amateur-looking branding later.

Hire a Graphic Designer If:

• You already have established branding but need marketing materials designed.
• You need ongoing social media graphics, website images, or email templates.
• You’re launching a campaign, event, or promotion and need specific visuals.
• You want to refresh certain assets without overhauling your brand.

Consider This: A graphic designer is more task-focused. They work within your existing brand guidelines to create materials that fit your needs.

Hiring for an Event?

If you’re planning an event, the decision between a brand and a graphic designer depends on the scope.

If Your Event Is One-Time or Small-Scale:

You likely only need a graphic designer to create:

• Event flyers, posters, or postcards
• Social media promotions
• Invitations or email graphics
• Event signage and banners

If Your Event Is Part of a Bigger Brand Strategy (Annual Conference, New Product Launch, etc.):

You might need a brand designer to:

• Develop a unique event logo or sub-brand (if the event will be recurring)
• Ensure the event visuals align with your business’s overall branding
• Create a cohesive style guide for all event materials
• Work alongside a graphic designer to create assets that look intentional

Consider This: If your event is a long-term or large-scale project, investing in brand strategy helps with consistency. Otherwise, a graphic designer can handle one-off needs.

A brand designer sets the foundation for the looks and feel of your business across every platform. They create the visual identity that shapes how people perceive your brand, ensuring consistency from your website to your packaging. Without a strong brand foundation, even the best-designed graphics can feel disjointed or out of place. If your business lacks a cohesive look or you’re struggling to stand out, investing in a brand designer will give you the clarity and professionalism needed to connect with your audience and build trust.

On the other hand, a graphic designer brings your existing brand to life through individual assets like social media posts, marketing materials, or event graphics. They help you maintain a polished and professional presence once your branding is in place, a graphic designer becomes an essential resource for keeping your visuals fresh, engaging, and on-brand. Both roles support your business at different stages, but if you’re just starting or feeling inconsistent branding should come first.