Don’t spend a lot of money on branding when you’re first starting out.
That’s right. I said it. And I’m a branding designer who helps businesses make large, strategic investments in branding.
But it’s different when you’re just starting out. Your short-term goal should be to have a brand that will be a starting point—and it’s probably not the time to invest thousands of dollars because 1) you most likely don’t have the revenue to justify that kind of investment and 2) you don’t necessarily know enough about your business to create a brand/logo that is strategic instead of rushed.
My advice: Stay lean until you get some traction with your business.
With a smart approach to do-it-yourself branding, you can lay a solid foundation that you can evolve from. And today I’m going to tell you how. But first…
Clients and prospects alike often tell me that they are sick of looking at their brand. They complain that everything looks the same. All of their printed collateral, their web site and corresponding PDF downloads, their social media graphics, etc… ALL LOOK THE SAME! They are frankly bored with their brand identity, and want to change it up due to some perceived notion that everyone else is getting bored with it too.
Here’s the thing: If you are sick and tired of looking at your brand, then you are doing it right.
So, you are ready to move forward on that big project (brand identity, annual report, website, ad campaign, etc.) yet you are not sure where to begin. You tell your designer what you want and he goes forth and designs it with little to no information. The problem is that he doesn’t have a shred of information that will help him create something that is going to be effective, if at all usable or suitable for your audience. He won’t know what resources to use because he doesn’t know your budget. He doesn’t know whom you are targeting so it’s a shot in the dark to create something that will be effective for that specific market. That’s where a creative brief comes in.