Why You Shouldn't Pay $100 for Your Company's Logo

So this may sound self-serving. There are thousands of great-looking logos available for very little investment on the internet. Why would anyone hire a design professional to create a logo? If you can buy a stock logo that looks professional, is contemporary and speaks to the industry that you specialize in, isn't that enough?

A brand has the opportunity to be much more than a visual representation of what a company offers. It can speak directly to a target audience, it can differentiate, and most importantly, convey the value proposition. We're in a competitive world, and it's essential to communicate these aspects to stand out.

Now I might come off as trying to pass as a branding consultant, and that's not my intention. I believe that having a marketing consultant define a communication strategy is vital to connect with your ideal customer. I love working with marketing consultants because they are able to listen to company goals and transform them into concise messaging that grabs attention and pulls in the perfect prospect.

Whether a marketing consultant is involved with the branding process or not, I ask questions to ensure that the finished logo will be an effective communicator of a company's brand. Of course, each client is different and there is no template that works in every instance, but this is generally where I start.

1. Describe your business.
   Even if there's information available to research before the initial meeting, I like to ask this question. It's important to hear it straight from the customer and avoid incorrect assumptions.
2. Describe your ideal customer.
   When designing, it's always important to know the audience. If you can identify who they are, you see the design from their perspective.
3. What sets you apart?
   Differentiators are important. The last thing I want to do is create a logo that camouflages with the competition. Successful businesses know their unique strengths and it's important that their logo is aligned.
4. How will you market?
   Knowing how the logo will be used minimizes design issues down the road. Good design practices will ensure that the fonts are always readable and the layout works in a variety of uses, but identifying potential mediums will be helpful; for example, application environments, black and white media, etc.
5. If your prospects could take away one thing from your logo, what would you want that to be?
   From this question, I get insight on the most important message. Often a brand identity needs to communicate many things, and it's important to know which message gets clarity and focus.

The information I gather from an initial meeting allows me to be prescriptive with my design options. I can offer a logo that speaks to a company's vision and aligns with their messaging. Every client is wonderful and unique. Their logo must communicate who they are to become their brand.