Are you interested in an updated look for your business but not sure it’s worth the investment?
A common question we get asked by prospective clients is, “What can I expect to get in return for my investment? What is it that professional branding offers that I can’t get from a cheaper service?” We’re going to dive into the answers to all these questions today.
Let’s dive into the options businesses have these days and which option may be best for your business.
What are the options?
Depending on how established a business is, there are a variety of options to choose from when it comes to updating branding. For hobby businesses, resources like fiverr, etsy and 99designs can be helpful as you’re still figuring out the direction, purpose and identity of the business. For more established businesses, investing in designers or agencies allows for a more robust visual suite which is needed because of all the ways businesses have to show up these days.
For entrepreneurs, it can be tricky to know exactly how to invest back into the business to maximize ROI. Branding may seem to some like an “extra” expense, not necessary for immediate business growth. We’ve had companies come to us that have opted for more affordable options to develop branding in the past and we often have to start from scratch. Here are some things to consider when on the fence about whether or not it’s worth investing in an agency or designer.
Timeless Designs vs Trends
As an agency, we opt for timeless branding. Trends are fun but they’re like the top 40 hits that play over and over and over again on the radio that you loved at first but that 47th time… you’re ready to punch the car. They get old… fast. You invested all this time in trendy branding and in 2 years, it’s been seen and done everywhere and everyone’s over it.
We opt for relevancy. Businesses should have logos and branding that’s eye catching and can LAST. Nike has been in existence since 1964 and has had the SAME logo. Why? Because it STILL perfectly encapsulates their message and identity. Has it had updates and makeovers over the years? Absolutely. Businesses have to stay relevant. But the core branding has stayed the same. That’s the test of GOOD branding.
It lasts.
Researched Strategy
Branding shouldn’t be a shot in the dark. It should be researched. Branding is PRIMARILY to draw the ideal client in, and secondarily serves the purpose of a blueprint and roadmap for the business itself. To invest money into branding, you want to know you’re taking all the factors into consideration- ideal client, direct competitors, next level competitors, customer feedback, market research, etc. All these things should INFORM the brand strategy. The designs don’t just appear out of thin air. There is a whole lot more to that iceberg than what you see on the surface.
Purposeful Designs vs Generic Ones
Good branding isn’t just a cool design. Cool designs are a dime a dozen. There are thousands of capable designers out there. What branding should deliver is a collection of designs that encapsulate a brand accurately and in a memorable way. Branding needs to be thoughtful- taking into consideration every detail of who the business is and what makes it beat. Generic branding produces generic results. What comes to mind when you think of Coca cola- the classic red background with white script font logo. Rolex- the crown. Nike- the swoosh. Big brands know they need to be recognizable. As they say, a picture’s worth a thousand words. Our brains process images about 60,000 times faster than text. Icons, images, symbols are more easily digested and stored than words. So, businesses need to maximize on this and have a recognizable brand with the use of effective visuals.
Update vs Rebrand
Here’s where the investment will end up saving money in the long run- there’s a difference between updating a brand and doing a rebrand.
Updating a brand may be as simple as tweaking colors, altering the font, maybe adding dimension to a design or simplifying an icon.
A rebrand is starting FROM SCRATCH.
When you invest in branding, you are opting for a road where you’ll likely revisit your brand every few years and maybe decide to do some updating, but a rebrand would rarely, if ever, be necessary, unless the direction of the business has significantly changed. Good branding gives you a visual suite that is so rooted in the identity of the business and the business is so effectively, uniquely and accurately translated visually, that there would rarely be an occasion where significant changes would need to be made. It’s a well oiled machine that keeps working for you long after you get it started.
Symptoms of a business in need of a rebrand:
Are you proud to send potential customers to your website or social media accounts?
Is your branding consistent across all platforms?
Is your branding unique to your business or do the designs look generic, trendy or outdated?
If you’re thinking your business is ready to play big and show the same face no matter where it goes, consider investing in professional branding.