Apart from comparing logo design prices, here are some tips for choosing a logo design company or freelance designer
It is branding experience that separates novice designers from experienced designers when it comes to logo design. Brand development is an exercise that should not be taken lightly if you want to build a meaningful connection between your business and the ideal customer.
It’s easy to say you want your brand identity to speak to mothers and mothers-to-be. However, it is necessary to clarify who your message is intended for. Is your ideal customer a mother or mother-to-be in their late 20s to early 30s? What is their educational level and monthly income? Do you intend your brand to be perceived as affordable or luxurious?
Consider your ideal customer
As you build your brand, it is imperative that you center your decisions around your ideal customer. This is where most small and independent design agencies fail, because they skip one of the most crucial steps, identifying the right customers.
To establish a successful brand, the first step is to understand your target audience. Creating products for everyone results in unfocused goals that can negatively affect your business and marketing efforts. Using personas, you can create profiles that extend beyond gender and age. You can also explore the psychological aspects of your imaginary characters.
Why is this important for brand identity development? It is beneficial to develop user personas so that you gain a perspective similar to the user’s. By creating user personas, designers can step outside of themselves to realise that people have different expectations and needs.
In order to better understand what a real person might need, designers may consider the needs of a fictional persona. By the end of the process, you will be in a position to identify whether a generic looking logo will suffice or whether you need to hire a designer with a more strategic approach.
Analyse your competitive landscape
You can visualise your current position in relation to where you desire to be by conducting a deeper analysis of your competitive landscape. In essence, performing a brand analysis of your competitors will provide you with a unique insight into your industry. The purpose of this analysis is to provide you with information about how your competitors conduct business, so that you may be able to improve your own performance.
As a result of knowing your competitors’ strengths and weaknesses, you will be able to gain a better understanding of their brand strategies. With this information, you will be able to determine where you fit into the competition, and most importantly, how to distinguish yourself from your competitors.
Designers are problem solvers. When you give them this information, you effectively give them a problem to solve, which is positioning and differentiating your brand, rather than simply asking them to design you something beautiful.
Regardless of whether a cheap logo is the real deal or not, once you have audited your competitors, you must decide whether it is worth your investment. You can imagine how difficult it can be for an unknown startup to break into a market where their competitors have a strong brand identity.
Compare design portfolios
You can narrow down designers based on their design styles and vision for your brand by reviewing graphic design portfolios. However, design is subjective. You should be aware that what appeals to you may not appeal to your ideal customer. This is why developing a persona profile should be the first step in building your brand.