Why Cheap Design Has An Expensive Impact On Your Brand
You started your business because you love what you do. You also believe your expertise and skill set will make a difference to people. In order to attract the right clients, you have to stand out to them because what they think matters. That’s why branding is so important.
This article is for anyone looking to brand a new business or rebrand an existing one. We’re going to talk about the impact of cheap design and how you can save time and money when it comes to branding. We will also share some tips about building your brand on a budget.
The cheap design mindset
Cheap design is often the option taken by businesses looking for a quick and easy solution.
This option may be fine for a local business with regular clients, but if you’re looking to grow your business and attract new clients this option is limiting. Yes it does work for some businesses but if you have big goals for your business, cheap design is actually expensive in the long-run.
What is cheap design?
Cheap or more affordable design is different for everyone. For example, a £150 logo might be considered good value by some and expensive by others. It depends on our perception of design. This is what we mean by cheap design:
Low-priced design
No research or strategy
Basic logo design
Limited colour palette
Low resolution files
Winging-it
You don’t own the rights to the design
Prices reflect time, quality and value of the service. Think of it like this. When you hire someone to paint the walls of your house, you expect them to do a good job. They do their preparation, fill in the cracks and do a job you’d expect from an expert. This means you’re unlikely to need the walls painting for a good few years because the attention to detail was there.
If you were to do it yourself and you’re not an experience painter, you might miss cracks in the wall, not be as precise or have as good technique. This might mean those cracks you missed will open up and the walls will need more attention.
The point is, the cheaper option covers up the cracks. It doesn’t get to the root of the problem, meaning you’ll have to spend time and money more often. It’s the same for your brand.
The problem with cheap design
Cheaper design services will have processes in place to make the experience quick and easy for the client. You might think isn’t all this a good thing for your business, you’re saving money and there’s a quick turnaround. In reality your business might benefit short-term, but you’ll actually end up spending more time and money on your brand. Here’s why:
1) Ready-made logos aren’t unique
These logos are generally reused to fit businesses like yours. It looks like another generic brand and won’t stand out to your ideal client. Most importantly a cheap price means you’re only really getting a logo. You’re not getting the full brand package that’s important for clarity and consistency.
2) Dodgy design looks like spam
Have you ever had those emails where you get a feeling this could be a hacker. It doesn’t look like a legitimate business because copy is all over the place and images are pixelated. This does not give clients a reason to trust you.
3) Cheap design is expensive
Quality branding services include a brand strategy. It will help maintain consistency across all areas of your brand. While your visual identity may develop and change over time, your core values will stay the same. Without strategy, you’ll end up rebranding more often because there is no clear brand direction.
How to build a brand on a budget
Your brand reflects your intentions as a business owner. Don’t let people make assumptions about your business. There is always things you can do to improve your brand, even if you are on a budget. These are our favourite tips to give you a step in the right direction.
Control the controllable
When time and budget is limited, focus on what you can do instead of what you can’t. Start by answering these 3 questions:
1) Who is your business for?
2) How do you help them?
3) What does the solution look like?
This is the core of your brand and will provide some clarity over how you talk about your business and what you need to do to reach your ideal clients. In terms of visual identity, a consistent use of colours and 2-3 fonts is all you need to get started.
Don’t underestimate systems and processes
How clients experience working with you is an important part of your brand. From the initial consultation to closing a project, they are expecting an efficient process. Nailing these details will help you build a reputation and increase credibility. Clients who’ve had a positive experience of working with you are likely to recommend.
Be consistent
Make sure headings, subheadings, paragraph text, button styles and your colour palette is consistent. Inconsistencies look messy and lack attention to detail. You want to create a memorable brand that people can identify as your business.
Focus on objectives, not deliverables
Branding is not all about visuals, it’s also about how you make people feel. This could be through your actions or language. What do you want your business to be known for? Successful brands connect with clients on a deeper level. They share values that resonate with their clients that makes them stand out.
Do your research
Spend time thinking about the purpose of your work and the clients you want to work with. When you work with a brand designer they need to understand your vision. Ask questions, view their portfolio, learn more about their design process. If you don’t have clear goals it’s difficult to know who to work with, what your brand needs or if it’s the right time to invest.
Final Note
Branding shapes how people view your business and influences whether potential clients invest in your services. It requires lots of research, thought and creativity to create a brand that will get you the results you’re looking for.
Going down the route of cheap design can sometimes cause more damage to your brand. Your brand represents your business. It might be a clients first impression of what you do. You want to build a reputation that helps your services stand out to the right people.
If you’re a creative business owner looking for fresh new branding, we’d love to hear from you. We offer an introductory taster package, as well as several payment plans for our branding services.