Money is tight. Especially for new businesses. So it’s understandable why getting a logo isn’t a budget priority and why online services like Fiverr is an awesome place to find a creative for the job. But before going on Fiverr (or any similar website), it’s important to know some core elements about the brand that you want to create so that you can give your designer some solid, well-grounded inspiration. Most designers on Fiverr are talented and can create superb logos quickly. But that also means that they don’t spend too much time on brand strategy.
In a nutshell, brand strategy is about mapping out what your brand stands for, its personality and what experience it offers your clients. It means thoughtfully thinking about visual elements and how they are perceived.
With that said, there’s a lot riding in branding a business. With the logo being the most emblematic part of a brand, it’s important that you take some time to think about your strategy.
Here are the three things you need to know before getting a logo designed on Fiverr.
1. If your brand was a person, who would it be?
Are you like a fun, eccentric aunt? Or more like Anne Hathaway on Princess Diaries post make-over — fresh, youthful, with a touch of sophistication mixed with clumsy. For me, Vera Bradley comes to mind for the fun aunt and Kate Spade for Mia Thermopolis Amelia Mignonette Grimaldi Thermopolis Renaldi, Princess of Genovia. See what I mean? Humanizing your brand conjures up a personality that your audience can then relate to. Your designer can then take cues from this and integrate them in the way that they make stylistic decisions for your logo.
2. How would you like your audience to feel when they interact with your brand?
I once worked with a client who initially told me that she wanted a personal fitness brand that excites, energizes and empowers her clients. Naturally, I came up with a bold color palette for her. I was really excited to present it to her. But then, she said that she didn’t like it. When asked for what she had in mind, she gave me shades of lilacs and pale yellows. As you can imagine, these colors don’t really excite, energize or empower... It’s incredibly important to distinguish the difference between branding for yourself and branding for your audience and for the intention of your business. Please don’t give your designer a list of your favorite colors. Rather, give them an insight into what kind of brand you want to create.
3. Who is your ideal client?
This question is obviously important in marketing, but it matters in branding too. For example, if you’ve determined that your ideal client is a fun, outgoing, adventurous, outdoorsy man between the ages of 18 to 25, then it’s unlikely that your designer will choose light muted colors and soft faded lines in his or her logo design.
Once you’ve determined the answers to these questions, you can give your designer a clear creative direction and trust that what they will create can truly serve your brand. Alternatively, if you really want to do a deep dive into the branding process, there are designers who specialize in developing a complete and comprehensive brand identity to give you the structure and tools you need to elevate your business.
As you build your business, remember that your decisions have to be intentional. It is through being mindful that you can find ways to authentically connect (and sell) to your dream audience.