4 Signs It's Time to Hire a Branding Professional
When is the right time to invest in a professional brand designer or agency? I am asked that question often. My short answer is "as soon as you can!" but I understand there are a lot of financial investments to be made when starting a new business. If you're experiencing any of the 4 following situations, it may be time to get serious and hire a professional.
1. There is a disconnect between the various elements of your brand.
There are a number of situations that could lead to a disconnect in branding. I have observed companies where different designers were hired over time for various projects and the end result is mis-matched collateral and an overall lack of brand consistency. (A style guide will prevent this, which is included in our brand identity package.) Or maybe a business owner is inspired by too many different styles. Just because they are obsessed with glam, bohemian, shabby chic and midcentury modern styles doesn’t mean they all belong in their brand. A team of experienced professionals can help you figure out your business goals, what you’re trying to say with your visual brand identity, and how to say it with a comprehensive, fluid visual brand identity system.
Keep in mind that a trustworthy branding agency will do research before designing anything. They should ask you questions about your business. If you hire a designer who dives right into designing without asking you questions first, that is a HUGE red flag. Before you hire anyone, ask about their process so you can make sure they are invested in doing the necessary research to learn about your business.
2. You aren’t attracting the right clients or customers
If your clients are all over the map, chances are you haven’t found that sweet spot—also called your niche. Although here at GK & Co. we accept clients in all industries, we work primarily with restaurants and beauty industry professionals because that’s where my passion lies. If you own a business and each lead is completely different from the next, it could be a sign of ineffective branding. For example, if you’re a personal trainer whose ideal client is a female in her forties but all your leads are young men in their 20’s, chances are you need help with your branding, like, yesterday.
3. Your business is growing too slowly
One of the most valuable things about a well designed, intentional brand identity is that it instills TRUST in people. A strong brand will make people feel secure in their choice to purchase your products or services. If your business is growing at a snail slow speed, your branding may be causing potential clients or customers to have trust issues. Time to reevaluate your branding and consider hiring a professional.
4. Your business has evolved over time
Even giant corporations like Coca Cola and Barbie rebrand every so often. What worked for you when you started might not be working for you anymore, and that's okay. What's not okay is refusing to change and evolve your branding as your business grows and changes. An experienced branding agency can help you identify which parts of your branding are still working and what needs to be modified to stay relevant and appealing to your target audience. If I were still using the first logo I designed for myself, TRUST ME, I would not be where I am today.
If you are ready to discuss branding or rebranding your business, click here to submit a request for a custom quote. We look forward to working with you!
I'm Gretchen Kamp.
I'm a bi-coastal graphic designer turned branding specialist who lives in yoga pants and is fueled by pizza and red wine. I will use any excuse to travel and I LOVE teaching other female entrepreneurs everything I've learned about branding and digital marketing in the last four years of full-time self-employment. When I'm not in my design studio, you can find me cooking, sipping on red wine, listening to jazz, and spending quality time with family & friends.