Design is an Investment: Why Professional Design is Worth Every Penny
You’ve starting a business. You’re excited! You know you have what it takes to be successful, but you’re realizing the actual startup process is a whole lot harder and a whole lot more expensive than you’d thought.
You’ve read Girlboss and all the other business memoirs and how-to manuals, and still, you didn’t expect web design and content creation to be so difficult and time-consuming. And you didn’t expect advertising and domain names and business cards to be so pricey!
When the clients have yet to roll in, and your sparkly new business bank account is, well, empty, no one would blame you for trying to save money anywhere you can. And doing anything to save money is a wise choice…sometimes.
Good design has been linked to business success.
In fact, design-driven companies have performed 219% better than other companies in the past ten years. Good design is clearly important. But why is professional design the way to go?
DIY-ing can only get you so far.
But I can make my own logo, you say? Believe it or not, there are a lot of rules when it comes to design. One graphic design course in undergrad and access to Adobe Illustrator or Canva aren’t the only things you need in order to create a logo that is well-designed and long-lasting.
While you might think your Canva-made logo is gorgeous, someone with real design experience will be able to see it’s handmade. A designer with real experience will do more than throw together some free fonts and icons; she will work with you, get to know you and your brand, and develop a logo and brand that articulates what you want your brand to convey.
Comprehensive brand identity design is different than having just a logo.
Perhaps you’re thinking you’ll invest in a professional logo and then manage the rest of your site on your own. But, here’s the thing: a good brand identity is more than just a good logo.
Think of it this way: you’re buying a car. Let’s say your business is taking off, so you’ve decided to reward yourself with a Porsche. (We can dream, right?) You found one you really like. It’s gorgeous and your favorite color. But, upon closer inspection, you realize there are no seats or tires, and the stereo system is missing, and there is zero trunk space.
Are you going to buy that car? Of course not. In fact, you’ll probably abandon that dealership entirely and find another place to buy your car.
With a professional logo, your website may look pretty at first glance. It may cause potential clients to click around a bit, but if your brand is not solidified, they’ll take their business elsewhere. Your website, most likely, is the first thing potential clients will see.
Your brand is a representation of you. If your brand is inconsistent and unpolished, potential clients will assume you are, too.
Education by a professional designer helps you to know exactly what to do with your brand and logo.
Do you ever stare at an Instagram feed in awe of how beautiful and cohesive everything is? And then you click the link in their bio and go to their website, and you find that everything there is just as beautiful as everything on their Instagram feed? How do they do it? How do they make sure every post and picture and graphic is cohesive with the next? Here’s how: they invested in professional brand design.
A professional will know just what to do with your brand and logo. She will know how to incorporate your logo on your products, business cards and flyers. She will know what colors to use to best represent your brand and where to implement them across your products, marketing materials and social media accounts. She will be able to tell you the best ways to utilize your new, cohesive brand to generate traffic attract your ideal client. And that’s the main goal, isn’t it?
Like a fabulous mattress or a kitchen remodel, branding and web design should be something you pay for with the comfort of knowing it will last you a long time. You can do patchwork but it might not look pretty and it won't last a long time.
Do you know what year the Nike swoosh was designed? 1971. Yeah, that logo is over forty years old, and now, Nike advertisements don’t even need to say “Nike” for people to know what’s being advertised. Goodyear has had the winged shoe since 1901. Coca-cola has had their script logo since 1887. Most of these have gone through a few tweaks over the decades to modernize, but for the most part, they’ve remained largely unchanged.
That is the power of a good brand: it can last for decades. So, what sounds better? DIYing your own logo once a year and never fully developing a brand that is true to you and your business? Or investing in professional brand design, creating a brand that is cohesive and recognizable to potential clients, one that you can implement across all platforms and products and not have to change it up again for years, if ever?
Chances are you didn’t start your business because you wanted to spend hours patching together a decent website and redoing it every few months. If your goal is to build a strong business, gain clients and make money, the choice is clear: invest in professional brand design.