Why A Budget Brand Comes At Too High A Price!

At a recent event I had numerous exchanges with owners of businesses not unlike many networking opportunities. Of the dozen and a half business cards that I took back to the office with me I would have to say only three were professionally done. The rest were obvious design-it-yourself models or the very least done by "think they're graphic designers models."

In the pursuit of saving money, these business owners are putting professionalism on the sacrificial altar. Oddly enough, there appears to be no scrimping on office furniture, equipment or accommodation. These short-sighted entrepreneurs have to yet to recognize that a professional brand image sets a powerful impression in the minds of their target audience. You might accuse me of being self-serving in this observation, if you can also dismiss that most major players in any industry have impeccable brand images. Your logo is the first exposure to your brand. Let's just say it is the face of your brand. If it is miserably uninspiring it becomes one more hurdle to being taken seriously.

In this economy, competition is fierce (no news here). Smart companies are saving money to become flatter. Is scrimping on your brand image really the smart thing to do? I argue no. I take my brand image very seriously. My promotional materials are top drawer. Once I walk away from a networking opportunity, it is my brand that must carry me forward. When the individuals leave my presence and visit my website and blog, it is my brand image and support materials that they will use to draw further positive conclusions as to whether or not they want to start learning more about me.

People want to trust you and believe that you can help them. The last thing you or I want, is any impression that I may not be the person I present myself as. You have but one opportunity to make a powerful impression, at that point it is too late to regret putting a cheap price on who you are.

How much are you worth?

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.

10 Key Questions to consider in Developing an Effective Brand Logo.

My background is that of a graphic designer. Being in the industry for over 25 years, I have developed several hundred logos. As a matter of fact it is something I never tire of doing. After all of that time you come to recognize that many companies don't take full advantage of all the opportunities that come with designing a brand logo that accurately reflects their brand AND differentiates them. Most other graphic designers (or less) design logos based on personal taste and colour psychology - and that's it. Shame.

When I meet a new customer and we discuss the brand logo that is needed, I try and get to the heart of what the intended goal of the image is. Some of the investigation covers items such as:

1) What does the company do?

The logo has to reflect the industry. You don't want to have an image that is too artistic for an industrial environment. It has to be that industry, provide a comfort level to it's audience.

2) How old a company do they wish to present?

This is important if they are in an industry that relies on trust such as a legal firm. The public wants to work with a firm that looks like they have the years of experience to handle the issues. If the company is an IT company, young and progressive are key attributes.

3) What are the colour opportunities to differentiate the company?

I like to choose colour based on what their competition is NOT using. Many in their industry play follow the leader or make obvious colour choices based solely on the psychology of colour. While this is a colour consideration it is the not the most important.

4) How will the logo be used?

Is the image just going on stationary and an outdoor sign? What about advertising specialties such as pens? How about large vehicles?
Useage is very important as it may limit you with regard to shape or complexity.

5) Are there an peculiarities that I can identify with the customer that would be a waste of time presenting to them?

As much as one of my mottos is: "I don't give them what they want - I give them what they need," there is nothing to be gained by beating a dead horse. Get these items off the drawing board immediately.

6) What is the demographic profile of the target audience?

There isn't much point in delivering a feminine brand image to a macho audience. As well, if the skew is young, don't deliver an image a 50 year old will relate to.

7) Are there any budget constraints?

If they are a start-up, it might be wise to design to a one or two colour palette. A logo with four colours, metallics and specialty colours may blow their socks off in the board room, but it will blow their tops off when they see the numbers to launch on printed materials. You have got to be practical.

8) Does the brand logo accurately reflect the brand personality of the company?

If the company is made up of young visionaries and all their staff are known within their industry as the brightest minds, the logo should reflect this.

9) Does the logo adhere to the company's brand values?

For the same reasons as the personality. Certain design styles can contradict a company's brand values. Since the values are the foundation of any company's brand, it vitally important to reflect those values in the design.

10) Does the log excite the customer?

Let's face it the company has to marry the design of their logo. The can't simply like it - they must love it. It must excite them, it should motivate them and make them proud.

These 10 items are part of what it takes to develop effective brand logos. Over the years, you work with countless situations that hone your design and sales skills. Essentially I see myself and the customer as a team. We are looking to develop a solution that sells. I do not look at designing logos as art. It is selling visually, pure and simple. When the intended audience views one of my logos, I hope that they correctly visualize the company it represents. When this happens it is a compliment to it's brand and to myself, which I take very seriously.