In business, the importance of having high quality marketing collateral isn’t something that’s a negotiable anymore. There was definitely a time in which you could get by, do business, and do fairly well without a professional approach to upholding and marketing your brand. But in recent history, and with the advent of online freelance marketplaces like Fiverr or Upwork, the world of small business has seen a shift toward more businesses having seemingly more refined creative than ever before. But why does it matter if we pay someone $200 or $2000 to help us design and execute our brand for us? What difference could there really be between working with an extremely low-cost solution versus an established creative professional?
In this series of blog posts, we will take a deeper look at why having a higher caliber approach to your creative is so important in today’s small business world. This first entry will focus on logos and what the difference is between getting a cheap logo created through a freelance marketplace and working with creative professionals like us to have high quality assets created for your brand.
Your company’s logo is arguably the most important piece of the branding puzzle. It will appear on every single piece of collateral that you put out into the world to try and get that next customer to work with you instead of your competition. This is called brand recognition and it’s what drives people to choose one brand over another when seeking out a particular product or service. We’ll get more into this in a later post.
When having a logo created, you should end up with a couple of different file formats (EPS for print, PNG or JPG for web) and color formats (full color, one color, all black and all white). Having all of these different versions of your logo help to ensure that whenever your logo is placed on a piece of collateral it is clear, readable, and unobstructed. When using freelance marketplaces, it isn’t always a guarantee that you’re going to get a logo created in all of these different formats. But any basic logo project with a professional designer should end with you receiving your logo in all of those different file and color formats for this reason.
Aside from the technical stuff, it’s also important that your logo be an original creation that speaks to your business and the clients you serve. When we develop new logos for our clients, we spend time concepting and exploring different ways to represent our clients and what they do for their customers within their new logo. Less experienced creatives or freelance marketplace creatives are, much of the time, more concerned with speed of production than quality of product. Because in those spaces it pays better to produce quickly and get to the next project. We might cost a bit more than those solutions but we spend time proofing concepts with our clients, collaborating on what works and what doesn’t, and then refining those ideas from all stakeholders into a logo that truly speaks to our clients businesses and what they strive to achieve.
Another unfortunate fact about freelance marketplaces is a lot of times, the creative doing your project may end up using stock elements to create your new logo. Why does that matter? Well, it might look okay and stock resources are definitely useful tools when it comes to producing good creative in many cases. But when we’re talking about a logo, we are talking about a piece of your branding puzzle that should be unique, distinctive, and most importantly not at all close to being exactly like someone else’s logo. With stock resources being used to create logos for businesses, you run into the potential problem of competing with someone in your own marketplace who may have had the same idea as you to have a cheap logo created and end up having the same look and feel to your brand’s identity that they have.
Brands like Apple and Pepsi are successful for many reasons but one of the simplest reasons why these companies are able to thrive in their marketplace is because they have high quality, unique, and consistent branding that doesn’t look like any of their competition’s branding. Nobody is confused about who these companies are or what they do because they have put a lot of time and effort into making sure their logo is memorable and that it is consistent in all of their marketing.
At the end of the day, you get what you pay for and we are firm believers that high quality creative shouldn’t break the bank. But we also don’t think your business should stand behind a logo that cost less to produce than some of the other less noticeable tools you use on a daily basis to do business. Your logo is the face of your business and it should be just as unique and bold as you are in your industry.