Everything has a price. Imagine you’re on the look out for a new car. You can have a Ford or you can have a Ferrari. The Ferrari is considerably more expensive than a Ford but its build quality, performance and user experience is superior to the Ford. Its design is also timeless and will be worshipped for years to come. The Ford offers practicality and is much more affordable but it’s unlikely to wow you. In reality, out of the two, if we had to buy one with our own money, the majority of us would choose the Ford. But in terms of preference, who isn’t going to want the Ferrari?
Ok, so not everyone is a petrol head but the point is, we’re not going to turn our noses up at quality; meticulous design and built with the customer’s experience as the centric consideration. If you buy a budget car, you know the finished article is going to be sizeably more basic.
Something which has performance and tactile components to gauge instantly is relatively straightforward to value. But when it comes to raw graphic design for business branding and marketing purposes, it is much more challenging to pin down a definitive price.
In today’s world, particularly with rapidly evolving digital communication, there is undeniably no shortage of creatives making themselves available to businesses looking for design solutions. Perform a quick search on Facebook and you will be inundated with offers. Unfortunately, as the creative industry is largely un-regulated, every man and his dog can pose themselves as a designer whilst those of us who have worked tirelessly for decades, find that the skills we have honed and experience we have developed over decades are undermined by novices. But as professionals, we learn to accept that we can’t be all things to all people. A £40 budget for a logo design does not necessarily mean a business owner wants to cut corners, particularly if they are a startup. If that’s all they have available, you simply can’t argue with that. But more often than not, coin is king and cost is the utmost priority. Quality, impact and longevity becomes a mere afterthought.
One of our favourite Venn diagrams illustrates the compromise needed when a product or service is provided to you.
You want it fast and cheap? It’s not going to be great.
You want it fast and great? It’s not going to be cheap.
You want it cheap and great? It’s not going to be fast.
It’s as simple as that. However, measuring what ‘great’ is, is not so straightforward. Design is subjective. One man’s trash can often be another man’s treasure. So how do you justify charging a premium for design? In the creative industry, you’ll pretty much be able to get hold of anything for any price. We’ve even found people on Facebook offering their services for free. But for a £40 branding exercise, what are you going to get? Well, what you’re not going to get is market research, competitor analysis, asset exploration and multiple bespoke concepts. At this stage, we would expect a number of people to respond with “I just want a logo”. At which point, we would explain the importance behind all of these added considerations. As a design agency ourselves, we take immense pride in delivering value for money but our primary goal is to provide creative solutions that will perform and operate as a catalyst in generating new custom for your business.
If we hark back to the car analogy, you’re also going to need a periodic MOT. The same applies to your business brand and the material you use to communicate it. Markets change and develop. Allowing your brand to stand still for too long and you risk being left behind by your competition. Emerging trends can also influence us differently and how your customers perceive your brand now, may not be the same a year later. As you would conduct an oil change in your car to keep it running smoothly, you would do the same with your brand to ensure its ongoing functionality. However, this is about development, not transformation. Make too many sudden changes to your brand and you risk disconnecting yourself from your existing clientele.
Ultimately, when marketing your business, it is crucial to consider not what appeals to you, but what appeals to your target customer. You may love the colour pink but if you are a funeral director, your business will end up going the same way as your clients. You may be a big fan of the Comic Sans font but if you’re trying to make you mark as a financial advisor, it’s not going to set a great first impression. How you determine your market’s needs can only be done with research and detailed exploration. Fail to do so and you are shooting in the dark.