Comments on: How to convince your clients they need a brand, not just a logo

By: Bryan Roach

Bryan Roach — Mon, 19 Dec 2011 06:33:53 +0000

I realize this is an older post, but I can’t help but feel like there are a few things left unmentioned here:

1. Perhaps, if you’re having a tough time getting your client to listen, is it possible that you’re not listening well enough? it seems as though sometimes an open ear can be the fastest way to open a closed one.

2. I offer this possibility…your client’s “brand” exists whether he/she knows it or not…perhaps it could be considered a disservice not to, at the very least, try to help him/her develop and present it properly?

and – great post Chris.

By: Chris

Chris — Mon, 08 Aug 2011 19:11:43 +0000

@ Trisha, while this is a common vantage point, I have found it’s largely a misconception. True, small businesses don’t generally have enough money to invest in a “LARGE-SCALE” branding campaign, however they do have money to invest in a branding campaign that can build over time and grow as they grow. What I’ve found is that most of the money small businesses do have for their “marketing” expenses is being wasted on other D.O.A. marketing efforts. I think a BIG reason why this is happening is because they normally don’t involve a designer in the planning stages and instead only at the point that a) they need something designed, or b) they realize they can’t go any further without some design work to help them along. In a lot of instances they’ll keep their baggage though, which often comes in the form of bad ideas and expenses passed down from the advice of other failing small business owners. If you can determine how much baggage they have and educate them on what they can shed, you may find yourself with a significantly larger budget.

By: Trisha

Trisha — Mon, 08 Aug 2011 05:17:31 +0000

It is a matter of cost. Of course small businesses would like a whole branding exercise but not all start up businesses have the budget. A logo might be all a small business can afford at the time. The client should be educated about the difference between a logo and a brand, but ultimately give them what they are asking for – a logo. It is like anything, yes they might benefit from a better computer, printer, paper finishes etc but they might not be able to afford it. When you go to the dentist and the dentist says you need a filling and there is the cheap, silvery filling or the expensive one – you might have to choose the cheap one because you can’t afford the more expense one, as much as you might like it.

By: Rahul

Rahul — Wed, 16 Feb 2011 06:25:34 +0000

I agree with scott. Most of the clients just give you instructions and you have to follow them and this results into a poor design. Designers need to educate the client and communicate well.

Communication = Important.

Not to mention, This was a great post as always!

By: Dennis Purcell

Dennis Purcell — Sat, 20 Nov 2010 19:19:34 +0000

I’ve discovered over the years that small business clients require some education before starting a designer/client relationship. It’s our responsibility as design professionals (if that’s who we claim to be) to educate our clients on the distinctions between brand identity and the company logo. It’s true that when doing a quick survey the company I discover they do in fact need a brand strategy in place followed by brand identity but have no idea what that is, or more importantly, what it could mean to their business. If we choose to work with small business then it’s our responsibilty to educate our clients about our chosen profession or return to Art Center, RISDI, Cranbrook, CSUN, (insert school here) to educate ourselves and re-enter the workplace.

By: Debashis

Debashis — Tue, 28 Sep 2010 23:26:30 +0000

Hope, I am not the last person commenting on this blog. But never too late to read this wonderful article :) Convincing clients has always been an on-going and tedious process for me. And sometimes it happens that in stead of convincing them to buy a packaged service, you get convinced to sell a unpacked service, at the end. Even I had to tell them what they really need is much more than what they really want !!!

By: Victor

Victor — Tue, 28 Sep 2010 18:52:02 +0000

I believe this is the full article which was published in said issue date.

Thankfully, I found it (I hope).

http://layersmagazine.com/a-branded-world.html

By: Agyei

Agyei — Mon, 13 Sep 2010 07:06:20 +0000

Wonderful post! My reading it has come at a really good time too, as I have a meeting with a client and was wondering how I was going to convince him that just a simple piece of clipart wasn’t going to do! Thanks for posting, Mr. Airey.

By: Dima

Dima — Tue, 17 Aug 2010 16:31:26 +0000

Guys good point said here, people ARE scared when you say “brand” to small business. I leanred few tips from this blog. I am young phoogrpaher/artist, filmed my short movie over the week end without any budget, check it out:
http://vimeo.com/14161790

Dima
tatarinov(at)mac.com

By: Stephen Prior

Stephen Prior — Fri, 11 Jun 2010 10:06:30 +0000

Great advice! This is fantastic for me taking the plunge leaving the safety of employed design behind and entering the viral world of freelance! Thanks guys! Cheers David