5 Reasons you should invest in a professional Brand Design
Brand design is something that most businesses struggle with; people often think that by DIY-ing their brand identity they can save money, without realising just how much they’re undercutting themselves. If there is a single aspect within your business that you should strive to get right from the start, it’s your branding. Everything else can be replaced or updated, but your branding is crucial, visual element that will haunt you if you half-arse it – once on the internet, always on the internet.
First impressions matter, so it’s strongly advised to work a professional brand designer from the get-go, for several reasons:
1: Build your image.
People are visual creatures and we often, subconsciously, decide whether we trust a company based entirely on their image alone. It doesn’t matter if they’re leading experts in their field, it doesn’t matter if they have the most comprehensive plans or best rates; if they don’t look good, we don’t trust them.
A professional brand designer knows how to build a concrete brand image that provides a uniformed front, from your logo to your illustrative assets, packaging to employee uniforms, from your website through to your brand voice. The key here is tying everything together in a professional matter so that, at a glance, a consumer will recognise your brand.
A common mistake amongst companies who try to develop their brand themselves is forgetting to compartmentalise personal taste from industry-tested style. Just because your favourite colour is pink does not mean it will be well received within your business sector. A brand designer is well versed in industry and competitor research and knows how to develop an identity that articulates what you do and what you can offer.
2: Consistency is key.
Imagine, for a moment, that you bought a pair of trainers from your favourite supplier online, but when they turn up, they’re in plain white packaging, not a logo in sight – odd right? There’s nothing about the situation to say for certain that they didn’t come from a legitimate source, but you’d have your doubts about their authenticity. You probably wouldn’t order from that site again. At the very least, it would raise suspicion of a disconnect within the company.
Consistency is key; consumers trust familiar brands, and you earn that familiarity (and, ultimately, customer loyalty) by presenting a consistent image. Your logo should be on everything your company touches, your colour palette should be applied across everything you produce; remove all other fonts from your computer because you should be using the same 2-3 exclusively.
As previously mentioned, a brand designer knows how to infallibly connect every aspect of your visuals to build this identity for you; they can coach you on how to continue it and should always provide you with a Brand Guidelines Handbook so that even when they step back, you can continue on a set path.
3: Communicate your values and your value.
A brand that is well put-together and has obviously received time and attention articulates to consumers that they know what they’re doing; they’re successful and they’re confident in their future. It says ‘look at me, I’m worth taking note of.’
A brand designer specialises in building a visual identity that catches the attention of the target audience and demonstrates the value of the brand. Even better, a designer can use your visual identity to articulate the values of the brand –whether you’re the most eco-friendly option of the market, focusing on ending world poverty, or developing industry-leading tech- it’s all communicated through your visuals.
4: Get the (authentic) results you want.
Ultimately, unless you have a history of graphic design, you’re probably not going to be able to produce the content necessary to stitch together a comprehensive brand design. Professionally designers do this for a living, and they get paid for a reason: they’re good at it.
Oftentimes, when business owners try to cut corners and design their branding themselves, they search the internet for cheap or free graphics that simply don’t do their business justice. A brand designer will be able to provide you unique, custom-made graphics (from logos to hand-crafted illustrations and carefully selected colour palettes and font packets) that no other business will be able to use. Even better, professionally designed graphics will be provided in a range of files and ready-to-use on every media, ensuring crisp, professional results every time.
Studies show that companies with professionally designed brands do better in competitive markets, grow faster than their competitors and generate consumer trust (and loyalty) much quicker. Brand designers will make you more money than they cost.
5: Save time, stress, and, ultimately, money
By hiring a brand designer and outsourcing the work you’re saving yourself time -because a designer is far quicker and more efficient than anyone without a design background could be. They will also require far fewer revisions to get it right than a non-designer which means you’ll get the end product far faster. Additionally, brand designers do this for a living, so they’ll always have connections that they’ll be happy to share with you to save you having to research other market professionals such as printers, translators, packaging manufacturers, etc.
Knowing that a professional is working with you to develop your brand identity will prevent unnecessary stress: you don’t have to worry about it, you know it’s in good hands, and you know you’re going to receive professional, industry-specific results tailored to your target audience – what better place could you start from?
Finally, money: bad design is always, always, always more costly than simply hiring a designer. Poor brand design will cost you potential clients/customers. Poor brand design will hinder your reputation. Poor brand design will make your uphill battle to stand out amongst competition 100 times more difficult. And, when businesses manage to grow to self-sufficiency despite those setbacks, they always end up hiring a designer in the end to 'tidy up' or re-brand. Get it right from the beginning; invest in a professional brand design.