Hiring a professional to design your brand is definite the smart way to do things. Considering all the time and headaches it will save you.
But with so many 'self-proclaimed' specialists out there, how can you be sure they are the right fit for the job?
In this article, I will be talking about what you should know before hiring brand designers and the 'red flags' you need to look out for. 🚩
1. You need a branding strategy.
You might already have an idea in mind about your business, but what's the strategy behind executing that plan?
If you're a seasoned entrepreneur that has built many businesses with success, you probably already have a go-to strategy in starting your brand.
If not, you might need to rely on your designer's input. But most of the time, your designer might not be business-savvy.
That's where the tricky part comes in.
Creatives tend to be... well, creative. In fact, being too creative with a lack of business logic might even be a bad thing. 🚩
So before hiring your designer, make sure that they have at least some sort of business sense and a simple understanding of marketing strategies.
A good way to find out is through looking at their blogs or previous work. Does the work they put out look like a viable business or is it just for artistic interpretation/ purposes? Or do the articles they write demonstrate some form of critical thinking? You decide.
2. It's not just about your logo
Ever been in a meeting where all your designer talks about is the logo design? That's a big red flag right there 🚩🚩
You should be discussing your business ideas with your designer and how your brand will play apart of your business, not the other way around. They must truly learn about how your business operates and help you understand the value their branding designs will bring to your business.
You don't want to get your logo & brand designed, then think about how you can fit it into your business. Don't work backwards!
3. You need to have consistency
"How would you imagine your brand look like, aside from just the logo?" -asked the experience designer.
It could be a number of things: bold, modern, affordable, premium, luxury, high-tech, fun, youthful, etc.
But you should only choose one goal to make sure your company stay consistent across all platforms. If your designer is not consistent with his ideas and is presenting a whole bunch of different strategies, RUN! 🚩🚩🚩
That's why branding guidelines are important to help your brand stay true to its purpose. So, it's really important to ask if your designer will be providing a branding guideline together with the brand design.
4. You need to set your expectations
If you're hiring a designer for $100 then you'll get a branding that's worth $100. If you hire one for $1,500 then you'll get designs that's worth $1,500 and so on. Simple as that.
You don't expect to pay for a Toyota at a dealership and drive out with a Mercedes, right?
The same goes for hiring designers. Received an incredibly cheap quote for your design? 🚩🚩🚩🚩
Somethings are just too good to be true. You need to understand that designers price their work based on time (how long the project will take), effort (how much work is needed to be done) and value (what will you receive at the end of the project).
If you're getting quotes for $50/ $100 for a full logo & branding design, chances are, you won't be getting quality designs or even worse, you won't be getting any designs at all! *Scammer alert* 🚨
However, that doesn't mean you need to go around hiring designers out of your budget scope. Instead, negotiate your budget with your designer before hiring them.
Helping your designer understand your budget will help them find better solutions to your problem. Without an understanding of your budget, your designers are essentially approaching your project semi-blind.
5. You need to take responsibility
At the end of the day, you are responsible for your own business. There's only so much your designer can help you with.
I'm going to be brutally honest with you. You can have best brand/ logo design in the world, but if you fail to take up responsibility and put in the work yourself, that's on you.
Once you get your design done, it's time to get to business. Start marketing your brand & bring in leads/ sales. As a business owner, you are your number 1 salesman.
Your goal isn't to have the best looking brand but the best performing business.