Finding a brand designer you vibe with can be hard.
You need someone that understands your vision, has a solid understanding of design, strategy AND uses completely original elements (just say no to un-trademarkable Canva logos).
So, before you head to your third (or fourth, or fifth) designer to recreate a logo, here are some things to think through, and reasons why you may not be getting the results you’re looking for.
You’re not even fully sure of what you want.
Handing over something as important as the visual identity of your brand can be scary, and especially if you’re new in your business and still just “figuring it out” (totally normally, by the way), you may have a hard time identifying what you want your brand to represent.
Before investing your hard earned $$$ in branding, spend time reflecting on your brand – your USP, your brand values, and the vibe you want to give off to prospective clients. This is why all of our branding clients are asked to complete an in-depth questionnaire and create a Pinterest board, designed to make them think critically about their business and organize their visual inspiration.
You may be confusing a logo with a brand.
Did you know there’s a difference!? A logo is a visual mark that is meant to identify your business, and is part of a full branding package, but the two are not interchangeable. If you’re getting sticker shock from the prices you’re hearing for a brand design, it’s important to understand why that’s the case.
A logo is great and may be the only thing you need when you’re first starting out in your business – so Canva in those cases may work for you (note: you cannot trademark Canva logos, or download hi-res files you need for printing, etc.). If you’re growing in your business and want to attract your ideal customer and convey a vibe, that’s when you may want to pull in a brand designer.
Brand design packages include a logo, as well as alternate logos, brand marks, fonts, color palettes, and other parts and pieces, as well as paying for that designer’s expertise and time to craft something unique to YOU that you can trademark and protect.
You’re not ready to be open-minded and listen to a brand designer’s guidance.
As a specialist in building brands, a brand designer has clear insight into what does and doesn’t work, and often will offer feedback throughout the process about colors, logo readability (this is SO important), fonts, and other branding elements.
Your business is your baby, so it makes total sense to be protective, but if you’re not ready to be open-minded about their recommendations and trusting their expertise, you’re more than likely going to end up unsatisfied with the result, even if there’s technically nothing “wrong” with it. Make sure you’re mentally and emotionally ready to receive that feedback before starting your branding.
You’re not willing to invest in someone that has the skills to make it happen.
Like with most things, you get what you pay for. Before talking with brand designers, make sure you have a reasonable amount (typically we see packages between $750-$2,500 for a mid-level brand designer in the industry) set aside to get the RIGHT person.
We’ve heard so many unfortunate stories about people who thought they were receiving a unique, custom brand, only to find out later that it was created with unlicensed fonts or stock images – potentially costing them SO much more money to rebrand than if they were to invest in right designer from the beginning.
Tip: When you’re talking with brand designers, ask them about their process!
Do they have a clearly mapped set of steps they follow to design your brand?
Do they have a contract?
Do they understand trademark rules and licensing?
Do they use Adobe Illustrator to create their work?
Can they assure you all of their work is fully custom?
Do they have design samples and references?
You are 100% allowed to ask these kinds of questions!
If you’re looking to take your business to the next level with an amazing visual brand, our team at Smart Girl Marketing would love to support you. To learn more about our branding services, click here to book a free consult call.