To hire a brand designer or not hire a brand designer?
Is it time to hire a brand designer?
Before we start, please don’t call us logo creators. We do not just create one off logos. We’ll leave that to places like Canva and Fiverr. And second, your business needs more than a logo. This is the face of your business, what people remember about you and like anything, hiring a professional and outsourcing is usually the best way to go.
You save money – but do you really?
Sure, you might save a chunk of cash, but is it really worth it when you could be losing potential sales because your brand seems untrustworthy and messy? Your brand is your business. It puts out into the world exactly what you want to say about your business. And your DIY logo to save some money is not helping you. Cutting costs at this stage of your business is an absolute detriment and could cost you more in the long run.
No conflict
Sometimes, the client has no idea what they’re asking for and it’s the designers job to try and work that out. A good designer knows the right questions to ask. In my process, before absolutely anything happens on a branding project, I ask my client to fill out a brand questionnaire. This is a document with specific targeted questions to find out the information I need about your business. If answers are vague, I ask more. It might seem annoying but if you don’t have the answers about your business, how is a designer meant to create something? Conflict often arises when there is a communication break down. If you know about your business, your mission statement, your values, target audience, aesthetic preferences etc, then there is a better chance of there being no misunderstandings. And a smoother process.
No one knows your brand better than you
Very true, but if you know your brand that well, you should be able to reiterate to your designer. See point above. And if you think you are just another ‘client’ to your designer, trust me, you aren’t. Most designers love what they do and take so much care and time perfecting your design. Your designer wants this to represent your brand as much as you do. Don’t for a second underestimate their dedication to your project.
Get what you want faster
Designing your own logo does not mean you get it faster. If you are in every part of your business, often your branding comes last. Leaving it to a professional is the best bet of getting your brand finished on time and looking professional. Yes, you will have to answer questions and chat to your designer – but that doesn’t mean it's going to add on months to your timeline. If you are upfront and honest, there is a good chance your designer will work with you to get it done within the allotted timeframe.
Freedom to change
A well designed, aligned and strategic brand shouldn’t need changing that often. Maybe a little refresh, but no major overhaul for a number of years. Your business mission statement shouldn’t be changing that often either. If it is, then you need to reconsider the honesty of what you’re doing. And by DIY’ing adjustments, your brand will look a dog’s breakfast.
Your business identity is more than a logo. Your designer pulls out all the stops when crafting your brand. In my process, I do a little thing called brand strategy. It identifies your audience, your goals, your business ethos etc which informs your design. Strategic and intentional design results in long-lasting, memorable and professional brands, building successful brands every time.
Next time you want to diss designers, think again. Each brand we forge is a little piece of us. It’s more than just work and we take on your projects because we are passionate about branding and turning your business from a little caterpillar to a beautiful butterfly.