How to Compete with FREE!

Over the past few weeks I've been observing a common situation that continues to get the blood boiling among Graphic Designers world-wide: Logos done fast 'n cheap!

A company I have an association with tried their hand at using those cheap logo factories on the web. You know the ones that promise a logo for a few dollars and a limitless number of versions until they get your approval. Well, the owner of this company wanted my opinion on some of the samples they submitted. Most were pathetic from a design perspective but a few were interesting. But the bottom line for me was none hit the mark because they just didn't get it. They were not designing to communicate a brand message they were just designing a compelling graphic.

Another case was a discussion on David Airey's logo blog LoveDesignLogo relating to pricing of logos and the feeling of many designers that cost reflected quality. It was a spirited discussion. But all of this boils down again to brand. If a lead views you as too expensive for them, then your brand has no value with them. That is not to say that your brand is bad, it is an unknown quantity to them. All they have left is commodity. You leave them no choice.

Graphic Designers will always have this disagreement because their individual and industry brands are weak. They have been reduced to a commodity. If they were to concentrate on their brands and develop a compelling positioning strategy, the discussion above would not rile them so.

For myself and logos, I compete with free and still come out on top. Many times I have seen companies use logos done for them by local publications or printers just to get their business. I still have customers who want to pay me substantially more to work on the brand image. Why - because I give them a compelling reason to do so. It always astonishes me how many start-ups, pay little regard for their brand images, opting for the cheapest possible solution. That's not to say that high price = high value.

It's been pointed out that Nike paid $35 for their swoosh and now look at them. This isn't a case where the company was a success because of the logo but the logo was a success because of the company. The point isn't your price really, it is your brand. I could design a logo that communicates a brand and charge nothing. That doesn't make that mark any less effective.

It's all about your brand. Are you an expert in your field? If so, and if your message is compelling you can rise above price. Customers will value the relationship and their ability to profit from it. You get to charge fairly. What price you charge is of course up to you. The goal is to have a customer respect your price because they value your brand and want what you can offer them.

Ten Steps to Brand Power.

Let's start with the assumption that you've done your homework and you've established a competitive strategy based on differentiation. Now here's where we go next.

1. Develop a logo that inspires your audience adopting a palette that sets you apart.

2. Use the corporate palette through out your entire operation.

3. Use the same logo on your business cards, stationary, signs, vehicles etc.

4. Everyone in the company must know the same brand message.

5. Your marketing materials must exhibit the same brand image and brand message. Your materials should represent accurately what your companies stand for.

6. Your product or service should reflect your brand values and personality.

7. In your presentation materials - be sure that your brand image is on every page and in the corporate palette. The target audience should always be aware of who is talking to them.

8. Develop a PR presence that reflects the type of brand relationship you wish to create with your customers. Never surrender your brand values just for a little notoriety.

9. Put your differentiation front and center in everything that you do.

10. Talk to your stake holders to be sure that your brand is still on track and they understand exactly who you are and what you are offering.

Maintaining your corporate brand doesn't have to be difficult. Just bear in mind to stay on track with a consistent message. The worst mistake you can make is to tire of your brand image and "update" it way before your market has even come to value it. You have to give it time to make an imapct and work to your favor. Icons for instance can take up to 2 years before they are recognized as the parent company. Have patience and soldier on.