How to effectively set the visuals for your new business

New business owner: ‘But all I need to be successful is a logo, Right?’
The designer: ‘No, not really, what you need is much deeper than that.’
But what do we, designers, actually mean by this?

Let’s set the scene: you’ve just started your own business and you’re excited about the product or service you offer. But now, you’re faced with the challenge of building your brand. On one side, you start thinking about business plans, strategy, and competition. On the other side, you start thinking about your marketing and how your business will be seen.

The two-scenario situation

You've decided that branding is a priority for your business and you're on the hunt for a designer to help you. After browsing through portfolios, you've found a few designers that catch your eye, but you're not sure who would be the best fit for the job. You reach out to them to introduce yourself and get a sense of how they can help you and what it will cost.

And then you get two scenarios:

A) A designer who offers to do a Logo for your business. They’ll likely send you a few questions to understand what you offer and request visual references. Based on that, they’ll send you a quick estimate of the time and cost of the project. And then deliver 1 or 2 Logo files within a few days.

B) A designer who requests to schedule an initial call to get to know you and your business first. They’ll explain that this is the most effective way to fully grasp your needs, how they can help, and how much time and expertise the project will require. During the call, they’ll listen to your needs and explain their process, which typically starts with an in-depth discovery phase to explore everything that’s relevant about your business and its market. Then, they’ll design a full branding suite that’s customized to your business.
At the end of the call, they’ll promise to send a proposal that outlines the different project stages and an estimate with a fair price for the visual package.

Which scenario should you choose?

Think about it in these terms: when it comes to building your brand, it’s crucial to choose a service that will add value to your business. This value can be measured in various ways, including the impact it will have on your growth, customer acquisition costs, or improving customer retention.

To understand the value a branding service can bring to your business, consider these three key questions:

1. What is the value of your business to your customers?
   This question focuses on understanding your customers’ needs and what they value most about your business. By understanding what your customers want and need, you can tailor your brand to resonate with them and create a stronger connection.

2. How will your visuals attract your customers?
   Your brand’s visual identity is critical in creating a lasting impression on your customers. The way your brand looks should communicate your values, personality, and unique selling proposition to your target audience.

3. What visuals should you be considering to make your customers engage, stay, and purchase your services or products, potentially even return for more?
   It’s essential to think about the visuals that will appeal to your target audience and inspire them to take action, whether it’s making a purchase, sharing your content, or engaging with your brand.

As a business owner, it’s crucial to ask yourself these questions when considering investing in a visual identity for your brand. Without a strategy and plan that considers your audience’s needs and emotions, you’ll be setting yourself up for failure. Investing in a solid foundation for your brand will help you achieve the results you’re hoping for and build a long-lasting relationship with your customers.

So let's look at Option A vs. B again

When it comes to choosing a branding service, it’s essential to understand what you’re getting.

Option A might offer you a Logo (typically 1 or 2 variations in colour and black and white), but that’s about it. You’ll get a graphic or typographic mark to represent your brand, but it won’t come with much context or strategy. It might be a great Logo if you’re designer nails it, but it won’t give your business the visual depth you require.

In contrast, Option B is likely to offer you a much more comprehensive branding suite. This will include a detailed guide that translates your business identity into branding design, with the following stages: Discovery and Strategy stage covering everything from market research and audience needs to moodboards, colour palettes, typography schemes, and logo suite design.
Plus, the designer might also include a series of mock-ups to give you a realistic idea of what your branding will look like in real life, as well as any collaterals you may need, such as business cards, merchandise, social media templates, and website mock-ups.

The decision

In short, Option B provides a complete branding solution that goes beyond just a logo. With a focus on attracting and retaining your target audience, this solution is tailored to your business and becomes your visual identity rooted in psychology. Every design choice is carefully considered to ensure that it resonates with your audience and reflects how you want to be perceived.

Moreover, this branding guide can help you connect your strategy, branding, and marketing efforts, ensuring a holistic approach to your business. By building a coherent foundation that aligns with your market, you can attract and convert your ideal clients and establish a business that can grow and evolve with time.

So, if you’re serious about building a strong, memorable brand that stands out from the crowd and resonates with your audience, then Option B is undoubtedly the way to go.

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Have I convinced you to go with option B?  Let’s chat here!