So how can designers, who hone their skills and take pride in the quality of work they produce, get paid for the value they’re actually worth?
Here are 4 tactics, to help you to distance yourself from the rest, elevate your demand and increase your rates as a branding specialist.
[#1] Sell Your Thinking. It’s the most valuable thing you do
Most designers present their services as individual stand-alone outcomes such as a brand identity or a website or a brochure.
Whether or not they have well defined processes is rarely considered let alone factored into the cost. It’s worth pointing out that there are two types of designers.
Type 1 designers are direction takers. They want the client to tell them the colour, the font and to give them a logo as close as possible to what they want. Then, they’ll quickly produce something as close as possible to the directions.
Type 2 designers are thinkers. They lay out all of the factors at play including the industry, target audience and message. They produce a result based on strategic thinking that offers a higher chance of resonating with the intended audience.
The disadvantage Type 2 designers have is that they produce a higher quality outcome that goes beyond looks, though they don’t have a system to charge for this thinking.
When they promote their services in the exact same way as Type 1 designers, entrepreneurs and would be customers, lump them together in the same basket as the Type 1’s and then it’s a game of price wars.
If an entrepreneur thinks that the outcome from two designers is roughly the same, their preservation for their bottom line takes over.
The designer with the lowest price wins, while the designer with the higher quality loses out.
If you’re a designer that uses strategic thinking in your designs but sell design services just like everyone else, you’re not selling what makes you different and you’re losing out on business because of it.
When you sell your thinking separately, you separate the visual work from the strategic work. You elevate your standing as an expert in the eyes of your prospect and you can charge premium fees as a result.
[#2] Educate your clients so they can see why they need you
Telling your client “A logo is not a brand” is one thing.
Showing them the value of a real brand has an entirely different outcome. Most entrepreneurs and business owners know that a strong brand is a non-negotiable.
They’ve heard everyone from Gary Vaynerchuck to Richard Branson tell them so.
When it comes to building their own brand however, they’re at a loss.
They fall back on what’s easier to understand, visual design and when they have a logo, they deem themselves branded.
But when you educate them on the importance of strategy, they can see their potential brand from a different angle and they understand the strategic considerations that impact its success.
The outlook of their brand is then less focussed on visuals and more in line with what Gary and Richard have been talking about.
As designers, when we speak about design, we get excited, because we love what we do. But we need to remember, not everyone feels the way we do.
Entrepreneur’s get excited by something else; the prospect of their business succeeding.
Design doesn’t stir that excitement but the strategy does.
So unpack all of the strategic decisions you make throughout your process and talk to your prospects about the impact of each one.
When you give your prospects the knowledge on the impact strategy can have on the success of their business, you get them excited.
And if you get your prospect excited, you don’t need to sell them anything. They decide for themselves what they need…. which is you.
PROBrand Strategy BluePrint
Build Brands Like A Pro Brand Strategist
The exact step-by-step process 7-Figure agencies use to bag big clients through brand strategy
How to build brands that command premium fees and stop competing for cheap clients
How to avoid the expensive amateur mistakes that 95% of brand builders make to fast-track profit growth