Why Logos, Websites Etc, Are A Waste Of Time!

Writer for DDI on Medium
Feb 28, 2020
4 min read

Updated: Jun 17

The notion that "a cool logo can give you a strong brand” or "a pretty website will get you customers” is placing an unnecessary hole in the pockets of many local small business owners. Do you really think your clients are saying, "Oh, I want to hire you because of your logo or website"? It is on this basis I'm making the argument that logos, websites, anything associated with a visual brand is a complete waste of time when you don’t understand what you’re attempting to reflect!

Why Only Pay For Part Of The Bridge?

Obviously, when you decided to invest in visual branding, you had an objective and direction in mind. Perhaps you wanted to improve public perception of what you do, or finally own up to whom you deliver the most value for, so you can attract more of those types of clients. But here’s the rub: the journey in getting there doesn't begin with a website. In Fact, starting with any design (logo, business cards, an ad...) is like only purchasing paint for the building of the bridge that will get you there; a very small part of the goal, that has little or nothing to do with the actual purpose of the object, hence why it’s applied last.

The Purpose Of A Visual Brand:

It is the responsibility of your visual brand (when you provide a service) to do a few things.

Instantly show up on your target audience's radar
Get to the point about what you're specifically good at doing
And get your ideal client to trust you

Example:

You can't logically reflect either of the previously mentioned things through your visual brand if you've never considered what you sell. And when you simply create content without that clarity, you miss an opportunity to emotionally connect.

Example:

Maybe you've figured out what you do. But are you a brand? Do key aspects of your story converge into a visual tapestry?

Where is the transformation for the client to experience?
How do they feel after working with you?

This is even more important with your website. The other seemingly important things you may feel the urge to talk about, trim if it disrupts the message from converting the prospect into a client.

Graphic Designers Need To Face Facts!

They're not magicians, and perpetuating the belief that they are, only sets you (the client) up for failure. Especially in Trinidad where the understanding surrounding posing on social media is "you just need to hop online, pull up a query, create content for it and you'll make money."

Where is the relationship aspect beyond the goal of just making money? Have you ever heard of the 10:4:1 rule? It's a simple way of setting a format for the style and type of content you post. The basics behind the 10:4:1 rule is that for every fifteen posts on social media, ten will be of other industry experts' content, four will be your own content, and one will be a call to action.

The objective must be right. How to determine that someone is the right type of client?

Turn what they claim they care about upside down and inside out, to see how deep their values run. When it comes to local salespeople, for example, patterns always betray who they are on the inside. The message is who they want to be, but the pattern is who they are.

80% of consumers say the experience a business provides is as important as its products and services.

Accountability is why local small business entrepreneurs are afraid to invest in brand; it's easier to look the part and blame the designer than be the part.

So here are 4 of MY favorite questions that I use to design marketing materials for my business and my clients to make visual branding easier and so much fun!

What are your clients doing over and over again without results? - These are usually the people who claim whatever your industry sells “never works!” or is a “waste of money”. The ones who don’t see that their own actions contradict the very thing they claim they want. Based on all this, you’re able to turn the picture to the right through the presentation of your big idea to get them on track
How does that need parallel with the solution you provide? - Before you can help anyone, you have to first demonstrate an understanding of where they are so the value of what you’re offering is clearly understood. This is an opportunity for you to show how intimately you know the person in need of the service you provide.
In what sequence do you unfold what you’re attempting to communicate? - Each story has an order to the way it’s told. Do you randomly post designs or are you consciously painting an image for someone to self-identify with?
How do your images punctuate that story? - If I was telling a story about a really old scary house, it would be confusing to the listener, if the images used were wholesome and friendly right? You want your images to not only demonstrate not just the story being told but also the value you provide.