We’re all probably a bit too familiar with that old business idiom, “You have to spend money in order to make money.” Although I don’t think that always is the case, there’s a good deal of truth in that old phrase. Especially if you’re just starting out, or you’re interested in elevating your branding and appealing to a slightly more elevated demographic.

The key to turning your expenses into new clients or referrals isn’t to spend until you’re deeply in the red, but instead to spend strategically. As opposed to throwing money all over the place, carefully examine where your money can go, and then determine where it should go. In my own business journey, I’ve spent money on products that didn’t quite work out, I mean, who hasn’t? But I’ve also made some sound investments that delivered a truly profitable return, and I’d love to see the same happen for you.

Aside from the tools of the trade that you absolutely have to have in order to create, design and make your business work, there are some investments that can totally make or break the way that clients view your business.

Your Visual Branding

The first of which is your visual branding. Your logo, business cards, stationery, and packaging communicate so much about your business’s personality, values and overall aesthetic. These visuals give your clients a glimpse into what truly lies at the core of your brand, and can either attract or repel clients. Although you don’t have to start out dropping thousands on a professional branding job, I believe that every business owner should be professionally branded at some point. Strong, quality visuals not only lend a degree of credibility to your brand, but also provide you with the opportunity to authentically share and connect. Investing in a beautiful look that will represent your business for years to come is well worth the money, friend.

Your Website

Having a beautiful, easy to navigate and consistent website is a game changer, y’all! Your website is your brand’s online home, and it’s often the first touchpoint that many potential clients have with your business. It should be cohesive, informative and engaging. Unless you’re a web designer, it’s a great idea to enlist the help of a professional who can help you determine how to best share information, drive visitors to take action, and represent your brand beautifully online. If you have a clear idea of how you want the visuals to look, then maybe strategizing with a copywriter is a better choice for you! Regardless, I would encourage you to invest some time and thought into how you want to be presenting your brand via your website in the long run. Although a customized template is a great option when you’re just starting out, a fully custom site will often provide you with the personality and functionality your brand deserves in the end.

Your Client Experience

If you had to put your money in just one place, I’ll be the first one to tell you to invest it right here! At the end of the day, your business exists to serve your clients. And what better way to serve them than through a thoughtful, engaging client experience that exceeds their expectations and leaves them wanting more? Although it can be easy to spend extravagant amounts of money on client gifts, you don’t have to go over the top to make an impression. Never underestimate the power of a well-crafted business card, and a handwritten note paired with a small, thoughtful gift. Invest some time into thinking through your client experience from start to finish, and brainstorm ways to incorporate more heart, personality and value into that experience. But don’t solely rely on flashy gifts or custom monogramed wine glasses to make your client experience top notch. The details, gifts, and personalized touches we incorporate should only enhance the existing heart, personality and approach to interacting with your clients. Ask yourself how you can make your client experience more engaging, more fun, more memorable, and more valuable. From there, focus on adding in additional details that take that heartfelt approach to the next level.

A Rockstar Team

Whether you need to bring on an assistant or you simply need a select group of capable professionals to delegate things like, oh say, taxes to, the team you surround yourself with will be worth their weight in gold. Think of it this way, you are fully capable of doing so many things on your own. From taxes, to bookkeeping, to packing up shop orders, you can do it all! But is that really the best use of your time? There are certain facets of your business that only you can truly do. So instead of laboring through all the little tasks that you keep on your plate, why not bring on a team of talented individuals who can lessen your load and free you up to do more of what you love? Yes, you’ll be spending more money to have someone else run errands for you, but if you can use that time to bring in new clients, brainstorm new product offerings or elevate your current client experience, then it should pay off in the end.