How much do you spend on your design branding? Do you see it as a business investment, like a good accountant or a perfect shop location? For many it is an after-thought and often entrusted to a friend who may do it as a favour.
It’s often hard to put into words the important of a well-crafted brand identity (for more on the difference between a logo and a brand identity click here). But when it is right you know. It’s subtle and subconscious but creates that feeling of trust to a brand that you connect witht. I sometimes liken it to a cheap pair of shoes that as soon as you start wearing them, they rub, don’t feel right, feel uncomfortable and don’t have that quality look. You wear them everyday but they are a constant nagging annoyance. And this is the same with cheap design…you really do get what you pay for.
Design is an art, one that requires many years of experience, a detailed eye and a creativity that can understand the essence of your business. This is something that takes time to acquire and those extra skills that come with hiring a professional designer should be seen as an investment. We all hate to part with money but when something so important as your brand identity is involved then it should be seen as an investment.
we want to feel a connection to the brand we are purchasing FROM.
Let’s be honest we are very visually led in our purchases. But we also want to feel a connection to the brand we are purchasing.
My favourite example of the power of branding is coffee shops. Think of your favourite coffee shop, why do you go in that particular one? Most are serving similar versions of the same coffees but it is perhaps subconsciously their brand identity that influences this decision. For me I look at the sign and can get a vibe for the type of place, perhaps the music it will play and the people who will be in there add to this (and if it is going to serves matcha or turmeric lattes I’m through that door!). I’m attracted to places that I feel an affinity with and I can relax and be myself. All this is not informed by the coffee but the brand identity from the signage, decor, colours, menu style, font’s used and artwork on the walls and finally how the baristas interact with me.
COFFEE SHOPS KNOW THE IMPORTANCE OF A STRONG BRAND
So how much should I invest in the design of my logo?
The million dollar question! And one I am frequently asked as you can head online and get a logo for as little as £50. You can also buy a bottle of wine for £3 but I’d rather spend a little more for that extra quality! And this is how you should approach your investment in design services. Do you want something that lasts? That gives you confidence in your business and will allow you to charge more as customers will trust. Your logo will be at the face of your company for a long time so it is important to get it right.
Designers usually charge £500+ for a logo design and more for a full brand identity package. Brand identity packages usually cost £1,000 and upwards. Those who are newer may charge less as they are looking to gain experience but with this cheaper price comes less experience, less vision and they won’t approach your logo with an understanding of your business, your mission and your values.
I personally look at how much time and value I add to a business. Many people assume creating a logo takes a few hours but for me it takes a few weeks! Before I even start to design I complete an in-depth brand exploration with my clients which includes research, moodboarding and strategising. From there I will come up with my suggested routes shown through a moodboard and then my clients’ favourite one will be explored in a variety of logo designs.
And that isn’t the end of it! Once they have chosen their favourite design (and after a few tweaks!) I create a full brand guide or brand book for them which includes the colours, fonts, illustrations, logos and marketing collateral they will need for their business. A logo on it’s own won’t give your brand a cohesive or engaging look that is why I’m such a fan of Brand Guides and Brand Books. The advantage is that you will eventually have a brand identity that lasts, that fits your business and one you feel proud of. This branding will then help you attract the right people and convey your unique ethos.
Here is an example of a brand book I created for ‘Go For Woke’…
So let’s go beyond just a logo and truly start to invest in design and branding because if you buy cheap you often buy twice!
Until next time,
Hello! I’m Charlotte the founder of Creative Wilderness. I love to collaborate with forward thinking brands. I’ve had over 10 years in the design industry working at big agencies on brands including Wilkinson Sword, Peroni, Kozel, Energizer, McCann, The Hut Group, Pilsner, Aldi, Cambridge University, Harbour Hotels and many many more.
Before jumping into design I dreamed of being a Rock star and studied music at Paul McCartneys music school ‘The Liverpool Institute of Performing Arts’. I spent a few years as a pro musician where I toured, played festivals, recorded albums and also a music video. I still love playing sax and bass in bands and music and design make me feel alive and inspired!
3 things that keep me motivated are yoga or runs every morning, matcha tea and 6music!
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