When it’s the Right Time to Invest in Branding
Before you drop some serious cash on a shiny new visual identity, you should ask yourself a few questions before making the investment. While it’s my job as a brand designer to sell you on the benefits, it might not be the right decision for you right now. Every business is different and only you know what will be best for you!
When to invest in branding:
01. You have a product-based business
If you’re a product-based business, you’re going to have to make an investment in packaging. Say you DIY your logo or buy a $50 logo off Etsy and slap that on some mailers, boxes, tissue paper, and notecards. Then a few months later, sales might not be where you expected them to be, and you begin to second-guess your logo because it doesn’t feel high quality or professional. You’ve just wasted a lot of money and now you’re stuck with a bunch of packaging you don’t want to use! Starting off on the right foot with a cohesive and intentional brand identity that can be used on your packaging and various collateral will save you money, time, and stress.
02. You’ve been running your business for a few years and you have the budget to invest
If you’ve been in it for at least a few years, you will have a much better understanding of your audience and market, allowing a designer to create a brand identity that will serve you best. After all, a good designer creates with your audience in mind. Plus, you’ll have enough cash saved up to make the investment!
03. You have a high-end, luxury brand
This one is simple - if you sell something expensive, it has to look expensive. Selling a premium brand experience requires the visuals, strategy, and messaging to match the cost because that is what your audience expects. People take notice when thought and care is put into something!
04. You want to do it right the first time and avoid multiple rebrands
Similar to what I mentioned for product-based businesses, it can be costly if you decide that your DIY logo doesn’t cut it, and you’ve wasted a lot of time and money. Time is a precious resource, and a lot of time can go into branding!
If you have a vision of your business and where it wants to go, having a lackluster and amateur brand identity from the start can really hold you back. Mindset is everything when you’re first starting out, so if you’re not confident in the visuals, it might hold you back and create imposter syndrome. Your brand is basically a visual manifestation of where you envision your business taking you and what you want to be known for. Doing it right from the get-go will propel you and your business forward.
Now let’s get into when it might be wise to wait it out. Don’t get me wrong, the benefits of branding go on and on. It increases recognition, helps you stand out from the competition, increases customer loyalty, and increases the perceived value of your business. But there are some circumstances where it would be wise to wait it out:
When to wait to invest in branding:
01. You’re a service-based business in your first year.
If you’re in your first year of business, waiting to understand better your audience, values, and messaging might be a good idea. A lot can change in just a year and you may not have the budget to hire a designer just starting out. My advice would be to build up your business and save some money to invest in a designer.
02. You don’t have the budget and you’re okay with waiting
Similar to the first point, if you simply don’t have the budget and you’re okay with DIYing everything, save some money until you’re ready. Use this time to clarify your values, messaging, and what you envision for your business in 5-10 years. This information will really help your designer when you’re ready to invest.
03. You’re not planning on using your logo in a bunch of different places
If you’re not going to use the logo on hard-to-change places like signage or packaging, wait until you have a better idea of what your business needs in terms of collateral.
We hope this post has helped you clarify what decisions you need to make with your business! If you’ve decided that your DIY logo just isn’t cutting it and you’re ready to invest in a beautiful and professional brand identity, you can learn more about our services here or go ahead and get started on a project!
