What are you really paying for when you hire a brand designer? Let me break it down into 5 simple categories and why they matter.
1. Brand designer knowledge:
Experienced brand designers have studied their craft for years, some have earned formal degrees, and regularly keep up with the pulse of modern visual communication. Designers have a lot of learned knowledge aka “design street sense” they bring to the table, allowing them to help you reach your goals.
Brand design often looks simple, but hundreds of tiny decisions have to be made (and made well). Plainly, it takes time—experimentation, drafts, coming back later—to create amazing visuals from scratch. If you’re spending hours designing your brand, you’re not working in your area of genius, what gives you the most joy and fulfillment in your business.
Great brand design is beautiful, but more importantly, it does its job of getting more sales, more engagement, dream clients. Bad brand design costs you money. At best, bad brand design causes confusion, and confusion will ultimately slow your sales and confuse your market. So paying for great brand design is an investment that leads to earning more money (more engagement, dream clients, etc) in the end.
Brand designers have spent time practicing and honing in on their skills. Visualize this as things like: understanding what mood a typeface conveys; knowing what’s not working in a current design and how to fix it; choosing which of two similar designs is stronger; thinking differently than your industry competitors; skill drawing illustrations and letters by hand. Some of these skills are innate, but many are honed and learned over time.
As much as we would love a simple answer to our business struggles, in most cases, there is no one right answer. The best website layout for one skincare brand is different than for another (even though they’re in the same industry!). A brand designer can look at the whole context and give you a solution that works within the context. And, when the context changes—your business grows, you add a new branch of income, the market shifts, a designer can create a new, better solution. A static, one size fits all solution just can’t adapt like that.
While this list isn’t exhaustive, but understanding these basic categories go a long way to explain the purpose of what you’re paying for when you hire a designer.
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