Just when you think you know it all…the client teaches you a new lesson!
That was the case with a small business launch we undertook this year. It seemed like the standard launch, all the research, branding, communication, website development and social media balls were ready for juggling. But what seemed like the simplest piece delivered the biggest punch in the gut.
As a marketing professional, the bid process is always a bit of a guessing game. We approach bids and deadlines with a, “it’s not complete until it’s right,” philosophy. That said, we provide standard pricing, of course, knowing we’ll invest more time in one area and less in others depending on the client and the project scope.
Logo development is one of those areas.
With this new client, we thought we had all our “t’s” crossed like reviewing colors, images, likes and dislikes in logos, but we neglected to dot the “i’s.” We quoted the logo development and outlined our process, but didn’t define how many revisions were included and that left us extremely vulnerable with an indecisive client.
When the direction changed midway, we were already three revisions in and nowhere near his “happy point.” The waffling caused a painful two-month delay in the launch process. We learned that when the expectations of time investment and design options see limitless, the client will take longer to come to a logo conclusion.
Don’t make our mistake; learn from us. When you develop your estimate consider this advice:
- Insist that your client share logos they like. Learn what they find appealing about those logos.
- Be clear about your philosophy on branding upfront. Do you research the customer to determine the direction of the logo? Be sure to back up your designs with proof that the target audience will be drawn to certain colors, designs. This helps you validate your design direction and recommendations.
- Scour similar logos, put them in front of the client and ask them tell you what they like and dislike and why.
- Ask them whose opinion they value. If it’s their wife, business partners or certain clients, get those people on board, too.
- Clearly state in writing how many revisions you are willing to generate for the client before you begin billing hourly. Be very clear about that hourly rate.
What are your tips to avoid a long, drawn out logo design process?