How to Choose A Brand Designer
“Even brands that are established household names tend to go through a major brand overhaul every 7-10 years and smaller refreshes more frequently.” TheBrandLeader.com
It’s no secret that rebranding is a major investment in your business. Choosing the right brand designer to lead the charge should be done with diligent planning, research, and overall consideration. Maybe you’re completely new to the rebranding/branding process? Take a quick look at this article – What to Expect When Rebranding
Here are 5 key elements to consider when choosing a brand designer -
Portfolio –
Keep in mind that brand designers are creative professionals. When reviewing a brand designer’s portfolio here are few things you should consider:
Do you like their overall style of work?
Have they worked with clients in your industry before?
Is there a theme throughout their portfolio (light/airy, bright/colorful, dark/moody)? If so, does this align with what you’re looking for?
Are their designs more on the modern or traditional side?
Process –
During your initial call or email correspondence ask what their overall branding process looks like? Quick tip – check out this article on Brand Design Terms to Know before working with a brand designer. Ask if they work through an entire brand strategy when designing logos and brands (hint: the answer should be “yes, absolutely”).
Turnaround –
Branding and logo design takes time, especially when developing an overall brand strategy. As a general rule of thumb, creating a brand from scratch can take anywhere from 2 weeks to a month for the initial presentation. This is assuming you’ve thoroughly completed a brand questionnaire and the brand designer has a very clear grasp on the overall aesthetic you’re looking for. Side note: Send as many examples of inspiration as you can, they’re helpful! Ask what their typical turnaround time looks like.
Investment –
Creating a custom brand can be pricey – for a good reason! You’re essentially creating a visual foundation clients and prospective clients will associate with your business for years to come (7-10 years according to the statistic above). Your brand designer should be able to provide a few different package options that align with what you’re looking for. Consider a long-term design partnership for future marketing materials or design tasks you may need help with. Working with a designer that fully understands the strategy behind your business and brand with help cut back on design costs (and time) later down the road. Be aware of brand designers that claim to be “experts” but are cheap!! If it’s too good to be true…. (you know the rest).
Personality & Communication –
This last tip is often overlooked but equally as important as the previous tips. Do they share the same values and interests that you do? Are they familiar with your line of work and what it takes for a successful business to thrive in your specific industry? Are they easy to communicate with, or are you often stumbling around trying to communicate your ideas to them? It’s important to make sure you’re on the same page before committing to work with them. They should have your best interest in mind and be a companion for any future design needs you may have.
Bottom Line:
Fully vetting a brand designer before hiring them will save you money, time, and frustration. Make sure you’re asking the right questions and diligently choosing your branding team before jumping into the investment a new brand requires.
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