Getting Your Money’s Worth from Design Services

By Mash Bonigala

Many small businesses worry about the money spent on branding and logo design. In fact, many are worried enough to take on the task themselves—something we never suggest. The best way of approaching a logo design or brand with economy in mind is to let the professionals work their magic and to make the right decisions the first time around. We know how tight your budget is, which is why we offer the following tips for getting the most from your design services.

  1. Be clear about your needs. You should go into any design service with a clear idea of what you want and need from the process. Are you having a logo designed or going for a full, well rounded brand? Will you be needing stationary? More important, let your design company know what you want to achieve. More sales? A more professional brand? A better community image? There are many reasons to hire a designer; know what your priorities are.
  2. Be clear about your budget. As with all aspects of business, money will be the deciding factor in many difficult decisions. Be realistic about what services you need and what you can afford to pay for them. Be upfront and honest with your design company about your budget, so they don’t make a plan you can’t afford to accept. However, don’t lowball the project either; good design takes time, and time is money.
  3. Know your business and your customers. Your design will be most effective if you begin the process with key information about your business and the people it serves. Who are your customers? Why do they choose you? What is your business’s main mission? What are your most popular products? Only you can answer these questions, and the answers will have a huge effect on the end result of the design process.
  4. Communicate. Tell your designer upfront what you like; they want to hear this kind of feedback. There’s no use pretending to like a design, because that will lead them in the wrong direction. Be direct and keep the lines of communication open.
  5. Choose the right designer. Experience can be a huge boon when it comes to branding. Some designers will ‘get’ you and others won’t. Look through the portfolios of any design company that interests you. Some do well in certain areas; make sure your design company has experience in the areas you need most. Further, choose a designer that has work you personally like. If you are drawn to his or her previous work, there’s a good chance you will be in sync when it comes to your own design.
  6. Let the process work. Once you have hired the right designer and given them the information that you need, let them work their magic. Be open to the unexpected and give their ideas a chance. After all, they have probably worked with hundreds of companies just like yours and have a good idea of what will work in the long run. Your designer wants to create a successful logo design and brand as much as you do!