In design as in business, timing is everything.

Too often, business owners rush into hiring graphic design services before their business is ready. Yet a lack of planning often leads to unfocused and poorly executed design product — even if the business owner has hired the world’s most awesome designer.

As someone who has been designing for more than a decade, I can tell you that my most successful clients are those who come to me with a strong business foundation and a solid marketing plan. Those who have a plan tend to:

• Pay less overall for my services (because we get the work done with fewer concepts, fewer revisions and a more focused process)
• Get more creative product for the same amount of money
• Get more done in less time
• Leverage creative product for multiple purposes, thus maximizing the value of the work

So how do you know when it’s the right time to hire a graphic designer? Here are a few instances.

When you have a solid marketing plan

Like I said, a marketing plan is key. When a client has a marketing strategy for reaching a specific audience in a specific way, it makes the designer’s job easier. It also makes both the client and the designer less likely to develop inappropriate solutions.

For example, if your target market is vegan bike enthusiasts living in Portland, your designer will be less likely to choose photos of people riding in SUVs and wearing fur coats. It seems obvious, but I can’t tell you the number of business owners I’ve encountered who say “anyone” is their ideal customer. That unfocused thinking leads to design chaos.

When you have an appropriate budget

I often tell people to hold off on hiring out design services until they can afford to hire someone good. Sure, you can get a $200 logo on the Internet, but it won’t be the kind of logo that you can use for many years, and it won’t be a custom job. Crowdsourcers and logo factories (most of which are based in India and China) specialize in churning out products, not in helping businesses find a visual edge.

To set your budget, ask design professionals in your area for their price ranges for a variety of projects. Most solo design professionals have better rates than full-blown design agencies. However, agencies often have more resources to devote to larger businesses. In my experience, most small- and mid-sized businesses can get everything they need from a single, reliable designer. Check my post on “How to hire a graphic designer” for tips.

When business is slow

Foundational graphic design work — logos, brand documents, stationery, etc. — requires time, focus and energy. If you can, plan to do this type of work during a slow season when you’ll be able to devote some time to the process. Feedback is a critical element of the design process. The more thoughtful and specific feedback you can provide, the better results you’ll have with your designer.

When business is booming

According to Wikipedia, the old proverb “strike while the iron is hot” means:

To act on an opportunity promptly while favorable conditions exist.

There is no more favorable condition for your business than a busy month or quarter. The more customers interact with your business, the more opportunities you have to generate buzz about your product or service.

Here are a few ideas for design projects you can use to keep the buzz going.

• Free promotional items, such as bookmarks, postcards, posters, coffee mugs, calendars or pens
• Email and print newsletters, reports, magazines, catalogs
• Personal notes to your best customers on branded stationery

When the marketing needs of your business change

I recently revamped my own business cards because I realized they didn’t reflect the type of clients I was targeting. My old cards were bright, glossy and somewhat splashy. Because I target some relatively conservative industries (education, technology, manufacturing), I decided to shift to a more conservative card.

Businesses change, and design solutions that worked for a mom-and-pop shop may no longer serve a more established business. Sometimes businesses just need a design change due to market trends and societal changes.

Be sure to revisit your marketing collateral on a yearly basis and ask yourself the following questions.

• Do these materials reflect my business today?
• Do these materials reflect my target customers?
• Is it time for a change?

When you’re ready to take your business to the next level

Few services have as much immediate, visceral impact on your business as graphic design services. If you’ve been hobbling along with a 35-year-old logo, a rundown storefront sign or a set of free Vistaprint business cards, now is the time to invest in your image.