“My brand needs a head to toe makeover.” “I need a new logo that doesn’t look like clip art.” “My business’ look isn’t me anymore and I need something that reflects my style.”
Sound familiar? These are just a few things we’ve heard business owners say as they’re navigating the first steps of finding a designer who can craft a brand design that exhibits their expertise and their business authentically and beautifully.
The only problem is, many business owners focus solely on the final visual aspect of their brand, which of course is important, but there are several other elements of a successful brand design that you’ll want to place equal emphasis on during your search.
So, before you go signing a contract or putting down a deposit, let’s zoom out and get a greater view of the road head. You’re about to invest quite a few hard-earned Benjamins on your new brand, and there’s a lot more than what meets the eye when it comes to having a brand you’re truly going to love calling your own.
Here are a few things you should consider before launching in to your new brand project:
Does a Designer Want to Know Your Story?
When you first started your business did you just barrel straight ahead and get going with the logistics, the inventory, and the systems so you could get this baby up and running?
We’re sure putting up your website and getting your marketing materials together was part of that race to launch day, but now here you are further down the line and you’re not quite sure how to connect the dots between the brand you started with and why you’re actually doing what you do.
Now, if you’re a regular around here you’ve heard us repeat this quote from Simon Sinek before, and we can guarantee you’ll hear it a few hundred more times because we believe in it that whole-heartedly,
"People don't buy what you do, they buy why you do it." Your why has to be built in to your brand design or else you’re never going to be able to connect those dots. Without your why, your brand story isn’t complete. And an incomplete brand story makes for a disconnected brand design.
With that being said, it is crucial you choose a brand designer who is going to navigate that why with you. Even if you have a clear idea of your why and you think you can just tell your designer what you want, you need a designer who’s going to really draw it out with you, make you explain further, and ask questions you maybe never gave thought to before.
We know this sounds like work, and it is.
So if you expected to just hire someone who would listen to what you had to say and go on their way with designing, also expect to be back looking for a new designer in a few more years or to be closing up shop.
We don’t say that as a scare tactic, we say that because we know it’s true and we also know a little tough love might be what you need.
A good designer will make you work so they can get everything they need to build your badass brand, and then they’ll take it from there.
What Are You Going to Do With Your New Branded Visuals?
Fast forward to the end of the brand design process with your designer and you just got the most glorious zip file filled with beautiful images of your new branding.
Well, that file is about to feel like a forgotten box on Christmas afternoon because now that you’ve gleefully scrolled through all the new images, what are you going to do with them?
Many branding studios will determine your brand platform and then design various aspects of your visual identity and package them up nicely. That’s great, except it’s not so great when you get your beautiful visuals and then you don’t know how to implement them on your site or integrate them on to your blog and social media channels.
Whoops. That’s what happens when you don’t zoom out on the bigger picture during your search.
Instead of a new brand, you actually may have needed a whole new website in addition to your new brand, or maybe you needed someone who would know how to go in to your website and renovate parts of it for you and incorporate those new brand elements.
Without properly understanding what you need and what you’re going to get from a brand designer, you may end up spending much more time and money than you intended if you need to hire more help to get the rest of your brand collateral in order.
We’ve seen this time and time again, and that’s why in addition to brand design we also crafted our packages to include services so we could be a one-stop-shop. No loose ends to tie up or more people to hire.
If you know you need more than new brand visuals to get your brand to be on par with your business goals, you’re going to want to look for designers who offer those all-encompassing packages.
How is My Brand Going to Work in the Long-Term?
Similar to knowing what you’re going to do with your new branded images once you receive them from your designer, you also need to know how you're going to propel this new brand forward in the next three months, six months, and year of running your business.
Your business’ success comes largely from consistency, so you need to know how to keep your new brand consistent across all the places your business shows up whether that be online or in person.
If you feel like you’ll need a hand in the area of consistency you may want to look in to hiring a coach, however, we suggest finding a designer whose expertise allows them to be a brand coach for you as well.
After all, the person who did the first steps of navigating your why and then put your brand design together for you will be the most informed regarding your brand. Again, this is something we built in to our packages because we believe it’s that crucial in meeting your goals.
You didn’t make this investment just to have something shiny and new to show off, you did it because you needed the proper vehicle to bring you to success in this next stage of your business.
We know what you’re thinking, this is so much to consider and this decision is a lot more than I bargained for. Yes, it’s hard work finding the right person to hire, but the work is worth it once you have a brand that fits you like a glove.
We’re guessing you don’t know what that feels like if you’re considering branding services, but just trust us, it feels pretty damn good to have a brand that just syncs up with your style in every way.
If you still have questions about what you need with a new brand design, get in touch with us, we would love to help you navigate the process.