Recently i had a potential client contact me regarding the opportunity to create a new logo and brand identity for her business.

When I discussed the price she gasped and commented ‘I didn’t want to spend more than $400! I can’t justify that”

Now, compared to many other design agencies, our design rates are quite reasonable, and we charge very fairly, so calmly I decided to asked her:
‘Madam, can you please tell me if you have ever purchased a fashionable outfit for an event for more than $400?’ She replied she had, though was a little puzzled with my question.. I then asked, ‘And have you ever spent more than $1000 in total on beauty products?”. Again she replied; “easily..I spend around $180 a month alone on creams, hair products and makeup. ” But she still didn’t understand what I was getting at.

I them asked, why she would spend more than $400 on a dress (which probably costs $20 to make in China, and is not a one of a kind!) just to most likely be worn once. She replied “to attract potential partners and to flaunt herself to the competition”.

I quickly added..’Just like a nice looking logo and brand identity does for your potential clients and your business competition.’

Suddenly the lightbulb went on and she understood what I was trying to point out… the importance of a good looking logo.

That dress will never turn her into a success, give her credibility in the marketplace or make her wealthy (unless she is a fashion designer), but yet she would still spend a crazy amount of money on a piece of cheap China designer fabric, rather than spend similar, or less in the long term, on something that can…her Brand Identity.

The point is, the essence of a great brand is the core to a successful business. It is what symbolises the different between your product to your competitors. What your brand stands for is the credibility of your business and it’s products.

The Colonel is dead, yet KFC still have him featured on their logo..why?..the man did great chicken and that brand now symbolises him, and his secret herbs and spices. That brand is worth multi-millions to that company, every single year.

Apple and Nike’s brand are so strong they don’t even need words…a symbol is all they need to reflect what they do. If they were to give those world-renowned icons away it could quite possibly cost them their business, because those icons stand for what they are and what they do.

The bottom line is, before you question the price of how much you custom brand identity might cost, think of the rewards, the credibility it will bring, and the clients it will attract.

Your Brand Identity is not a purchase..it is an investment into possibly your entire business future, and possibly even fund your retirement.

You might suddenly start thinking that $400 dress is a useless rip off (and still really worth $20, from China)

Author: Chris Bourke from Devision Design and Web SEO Coach
Chris Bourke has created many successful brand identities for companies big and small since 1990 and is now senior designer at Devision Design Australia – www.Devision.com.au