The Reflex Blue Show with Nate Voss and Donovan Beery, Episode 21: Branding Yourself

Nate, you just made my day with that "vossome" Adobe license info.

I really liked this show (though I like every show too). What you explained seems to be a common affliction for designers when it comes to branding themselves. I myself have been having many issues trying to think of an idea that doesn't sound either amateurish or arrogant. Though, I might have figured it out. I was thinking of labeling myself as Roter Adler, which is my last name (Redeagle) in German. I think it'll work as it's still pronounceable in English, and doesn't sound selfish (though it kind of is). I actually plan on making it into a full-fledged business after my last year of school and some more work experience.

I really enjoyed the last bit too. Those were some good ideas to lead a client away from typeface decision, and into something they can reliably contribute to the work.

The issue of how to work with clients is classic. We'll be talking about this for decades to come, until graphic design professionals have the respect and economic fortitude of lawyers, and then probably still. The essence of your discussion is simple Problems vs. Solutions. The Client needs to remain firmly in the Problems sphere, with designers in the Solutions sphere — specific typefaces are solutions, communication problems, emphasis on messages, etc., are problems.

And regarding branding oneself, my advice is to write down the three or four characteristics you want to communicate to your clients (and the industry in general). These traits or "core values" will influence everything you do from logo design, typeface selection, colour usage, and tone of copy writing. Branding is mostly about consistency, especially with oneself.

I'm currently resisting the urge to start my own company solely for the allure of creating the new brand identity and materials. While this is fun for any designer, it's a pretty bad reason to start a company.