3 things to consider when hiring a brand designer
If you’re a business owner looking to hire a brand designer, but have NO idea where to begin, this post is for you! There are many factors to consider in working with a brand designer and I’m here to help break it down.
I will start by emphasizing the importance of good branding in your business. It is imperative that it be the best representation of what you do and connects on a deep level with your target audience. That said, there is a sea of brand designers out there and it can be overwhelming to know who to work with. Maybe you found someone on Instagram who’s style you like and they have thousands of followers, or maybe your cousin is a designer just starting out and wants to help. The gap is wide, so I’m going to narrow it down for you by listing the top three things to consider.
Specialty or Niche
Designers typically have a specialty (or niche) that they focus on. Some may only work with product based businesses or a particular industry, such as photographers. Other designers may work with any type of business but they have a specific design style, like modern boho or chic and luxe. When you’re speaking to potential designers, you will want to ask about their niche and decide if it works with your business branding goals. There are always exceptions to this. For example, maybe you get a good vibe with a designer, but their creative style is very bold and bright and your brand doesn’t align with that style. This doesn’t mean you can’t work with that designer. Any good designer can create branding that fits your business and connects to your audience, even if what they showcase isn’t that same style.
When it comes to level of expertise, you can find designers with 20+ years in business, just starting out and everywhere in between. I’m not saying any one is better than the other, it just depends on where you are in your business, what you’re willing to invest and what outcome you’re looking to achieve. The more seasoned designers will come with a higher price tag, but if you’re in a place in your business where you’re able to invest in your branding, then it’s money well spent. If you’re just starting out and don’t have a big budget, you can find a talented designer who may not have as much experience, but can create what you need at the moment within your budget.
Brand design is so much more that creating a logo, which is why having a solid process in place makes for a positive experience for both the client and the designer. When talking with potential designers, ask them to walk you through their branding process. It may look something like:
- Contract signed and project timeline established
- Strategy session
- Creative direction phase
- Design phase
- Final files and brand style guide to client
Every designer’s process will look a little different but it’s important they have some sort of process in place. You should have a fun and collaborative branding experience that goes smoothly, and process lays the foundation for that.
Hopefully this is helpful and leaves you feeling empowered to make an informed decision about hiring a brand designer. I really believe taking these 3 things into consideration along with trusting your gut will lead to a successful branding experience!
If you have questions, or would like to chat further on this subject, feel free to reach out! Also, you can find more insights on branding here: https://studioldesign.com/the-3-cs-of-branding/ and https://studioldesign.com/a-brand-vs-a-logo/