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Digg it UP - Having a Logo Designed for Your Business? How to Ensure You Get What You Think You’re Paying For
Most of us have difficulty with negative feedback. We tend to become angry, defensive, or hurt when people offer negative feedback. We blame the bearer of the information. Many leaders avoid it altogether, because it strikes at one of our most prized possessions--our image of self. We like to see ourselves as effective, skilled, and capable both with people and task. Negative feedback is an opportunity that should be welcomed and valued as a great gift.It is unlikely we can prevent ourselves from experiencing negative emotion when people give us negative feedback, yet we need to welcome it anyway. Negative information is better than no information. If my people are unhappy, if my customers are unhappy, or if those closest to me are unhappy--it is better that I know than not know. At least if I know I can do something about it.In fact, as leaders we should welcome negative feedback and even encourage it. On one hand negative feedback is potentially hurtful and upsetting. On the other hand it is an opportunity. Complaints and grievances against us are opportunities to reflect, clarify who we are, and to envisi
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
Go Get What You Want - Results!
I was taught repeatedly in my sales training that if you don't ask for the sale, you won't get it. I have turned this lesson into a life philosophy, and I get what I want most of the time.You have a lot of personal power, whether you know it and exercise it or not. Let's look at an example.Let's assume you have a business plan for 2006 and your marketing plan includes publishing an email newsletter, then putting the articles online at free article databases, networking at 3 groups regularly and advertising in 2 specific publications. You have a pretty good idea of how much these strategies will cost and what kind of return to expect.You get a call from a really good web designer/developer asking to critique and revise your website. If you have the money, your site really needs it and you trust this person to do a great job, you might just say yes. However, if this is not in your budget, and your website is not a critical component of your marketing, what do you do? You don't want to offend, but you don't want to do it.Here's your script: "Thank you so much for your offer, Susan, but it's j
About a year ago I worked with three enterprising women who were considering a start-up company specializing in makeup and a bath and body line. They were a good referral from a trusted business colleague.
When these clients first contacted me, they hadn’t done any research in their client market, they had no business plan and they had no idea what type of logo they wanted. Nor did they know what their business was about, what their competition was doing, or even who their customers were. They just thought, “We need a logo design of some kind that will define our company, so let’s hire a designer”. These clients were intelligent, fun and enthusiastic women who said they wanted logo design – but in retrospect I now know they needed was not logo design but concept design.
NOTE: If you’re a small business owner here’s an important point you don’t want to miss: your company should define what your logo looks like and what it is; your logo should not define your company.
Why is it important to distinguish between concept and logo design?
Understanding the project as a logo design or concept design clearly defines the final product of the project, as well as the project’s expectations. When the project’s expectations and objectives aren’t clearly defined we end up with miscommunication and the project can end badly for both parties.
If you’re a designer, it’s critical to have the expectations spelled out; miscommunication and misconceptions can cost you a load of time and money. It’s your responsibility as a designer to get clear on what the project’s scope and objective really is, and help the business owner understand the process and the end product. And as a business owner, you want to make sure you’re getting what you’re paying for.
Here’s a real world example, which should help you distinguish between logo design and concept design: a client tells you, “This is what we want, we’ve taken some time to look at the competition, talked to our clients and discussed what we’re looking for in a logo/brand. We want it to say this…” – this is logo design. The final output and objective for this project is going to be a final, finished logo that the company is going to use as long as it remains in business.
Conversely, another client says, “Well, we’re not sure what we’re looking for, so were bringing you on as our creative person. We don’t know what we want, but if you hit it, we’ll know it” – this is concept design. The final output and objective for this project is to generate new ideas and identity concepts for company can mull around, brainstorm over (the designer essentially does the research and the thinking for the company). Clients typically receive 3-9 different concepts depending on the designer.
Do you see the difference?
Ultimately the final product is either a finished, “set in stone” logo that a company will use from that point on, or the final product(s) are concepts that help the company flush out ideas they haven’t had time to look into, ideas they can look over, discuss and test.
Either way, it’s important to make the distinction before the project begins. The following set of questions will help both parties understand the nature of the project.
What Questions to Ask to Determine if You have Logo Design or Concept Design:
Have you spent any time thinking about what you think would be a good logo?
Have you scrutinized your competitors logos, do you have any examples of logos (in or out of your industry) that you like or dislike?
Have you talked to any of your clients or prospects about this?
Who’s making this decision? How are you or they going to be making it?
Are you going to be making this decision based on what you like or what your clients have told you they like?
Have you invested any time getting some preliminary feedback from clients or prospects?
What is this logo supposed to convey, communicate or say to a client or prospect?
Do you have a tag line?
What images/icons or insignias do you think would help communicate your message and draw in customers?
How would you like your logo to differentiate your company from the competition? How do you want your logo help you define a niche market that is different from your competitors?
How do you want prospects/customers to feel when they see your logo?
What do you want prospects/customers to think when they see your logo?
What are some adjectives you would want your prospects/customers to use to describe your company based on seeing your logo?
Based on the answers given to these questions, you should quickly be able to determine whether the project is a concept design or a logo design.
Key Phrases that Indicate Concept Design:
Here are a number of top phrases I’ve heard that should tip you off that the project is concept design rather than logo design. The business owner says,
- “I don’t know what I want, but when I see it, I’ll know”
- “Just create some logos, and I’ll tell you what I think”
- “I can definitely tell you what I don’t like”
- “I don’t have much for you to go on, just use your creativity”
- “I haven’t had time to think about what I want”
- “I am not sure what else is out there, as far as my competitor’s logo”
- “I’m just starting this business and I probably have to get something”
- “I am thinking of starting this business and I’ve got to come up with a look or something”
- “I just need to get something done”
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
I didn't start out dreaming about my own home-based business. I had a good job that paid well, with excellent benefits. This is the kind of job that is becoming increasingly rare in today's job marketHere's a few reasons that were NOT part of my decision to start my own business.1. Your time is your own. This is true, but the fact is that when you work for yourself, there's never enough hours in the day to get everything done2. I can be with my family. Also true. But working for yourself involves discipline. No matter what you do in your business being productive = being paid.3. Unlimited moneymaking potential. Once again, almost all home-based businesses has unlimited potential. You can't pay the rent on potential, however.Nope, the reason why I left a well-paying job to start my own home-based business was traffic. I know. I know. You're thinking, a guy must be crazy to give up a six-figure income for the uncertainty of working for himself in a home-based business.It was taking me two hours each way to get to work in return each day. That was four unproductive hours
If you’re a designer, it’s critical to have the expectations spelled out; miscommunication and misconceptions can cost you a load of time and money. It’s your responsibility as a designer to get clear on what the project’s scope and objective really is, and help the business owner understand the process and the end product. And as a business owner, you want to make sure you’re getting what you’re paying for.
Here’s a real world example, which should help you distinguish between logo design and concept design: a client tells you, “This is what we want, we’ve taken some time to look at the competition, talked to our clients and discussed what we’re looking for in a logo/brand. We want it to say this…” – this is logo design. The final output and objective for this project is going to be a final, finished logo that the company is going to use as long as it remains in business.
Conversely, another client says, “Well, we’re not sure what we’re looking for, so were bringing you on as our creative person. We don’t know what we want, but if you hit it, we’ll know it” – this is concept design. The final output and objective for this project is to generate new ideas and identity concepts for company can mull around, brainstorm over (the designer essentially does the research and the thinking for the company). Clients typically receive 3-9 different concepts depending on the designer.
Do you see the difference?
Ultimately the final product is either a finished, “set in stone” logo that a company will use from that point on, or the final product(s) are concepts that help the company flush out ideas they haven’t had time to look into, ideas they can look over, discuss and test.
Either way, it’s important to make the distinction before the project begins. The following set of questions will help both parties understand the nature of the project.
What Questions to Ask to Determine if You have Logo Design or Concept Design:
Have you spent any time thinking about what you think would be a good logo?
Have you scrutinized your competitors logos, do you have any examples of logos (in or out of your industry) that you like or dislike?
Have you talked to any of your clients or prospects about this?
Who’s making this decision? How are you or they going to be making it?
Are you going to be making this decision based on what you like or what your clients have told you they like?
Have you invested any time getting some preliminary feedback from clients or prospects?
What is this logo supposed to convey, communicate or say to a client or prospect?
Do you have a tag line?
What images/icons or insignias do you think would help communicate your message and draw in customers?
How would you like your logo to differentiate your company from the competition? How do you want your logo help you define a niche market that is different from your competitors?
How do you want prospects/customers to feel when they see your logo?
What do you want prospects/customers to think when they see your logo?
What are some adjectives you would want your prospects/customers to use to describe your company based on seeing your logo?
Based on the answers given to these questions, you should quickly be able to determine whether the project is a concept design or a logo design.
Key Phrases that Indicate Concept Design:
Here are a number of top phrases I’ve heard that should tip you off that the project is concept design rather than logo design. The business owner says,
- “I don’t know what I want, but when I see it, I’ll know”
- “Just create some logos, and I’ll tell you what I think”
- “I can definitely tell you what I don’t like”
- “I don’t have much for you to go on, just use your creativity”
- “I haven’t had time to think about what I want”
- “I am not sure what else is out there, as far as my competitor’s logo”
- “I’m just starting this business and I probably have to get something”
- “I am thinking of starting this business and I’ve got to come up with a look or something”
- “I just need to get something done”
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
Limit Your Company's Liability - Start a Vehicle Accident Prevention Program
Motor vehicle crashes cost US employers over $60 billion annually in medical costs, legal expenditure, property damage, and lost productivity. While costs by state and Industry vary, on-the-job crash injuries (fatal and non-fatal) amount to about 6.5 percent of all crash injuries. As a result, the cost of workers’ compensation, Social Security benefits, health and disability insurance continues to rise. An investment in a comprehensive motor vehicle accident prevention program can be a winning approach to reducing these expenses and an effective tool for helping limit your company's liability exposure.Consider the Savings
According to the National Highway Traffic Safety Administration’s report entitled “The Economic Burden of Traffic Crashes on Employers” (request a free copy of the 35-page report on the author's web site), the average crash costs an employer $16,500. An employee that has an on-the-job crash resulting in an injury, costs their employer $74,000. In the case of a fatality, costs often go beyond $500,000. Additionally, off-the-job crashes not only affect individual employees, they are costltive for this project is to generate new ideas and identity concepts for company can mull around, brainstorm over (the designer essentially does the research and the thinking for the company). Clients typically receive 3-9 different concepts depending on the designer.
Do you see the difference?
Ultimately the final product is either a finished, “set in stone” logo that a company will use from that point on, or the final product(s) are concepts that help the company flush out ideas they haven’t had time to look into, ideas they can look over, discuss and test.
Either way, it’s important to make the distinction before the project begins. The following set of questions will help both parties understand the nature of the project.
What Questions to Ask to Determine if You have Logo Design or Concept Design:
Have you spent any time thinking about what you think would be a good logo?
Have you scrutinized your competitors logos, do you have any examples of logos (in or out of your industry) that you like or dislike?
Have you talked to any of your clients or prospects about this?
Who’s making this decision? How are you or they going to be making it?
Are you going to be making this decision based on what you like or what your clients have told you they like?
Have you invested any time getting some preliminary feedback from clients or prospects?
What is this logo supposed to convey, communicate or say to a client or prospect?
Do you have a tag line?
What images/icons or insignias do you think would help communicate your message and draw in customers?
How would you like your logo to differentiate your company from the competition? How do you want your logo help you define a niche market that is different from your competitors?
How do you want prospects/customers to feel when they see your logo?
What do you want prospects/customers to think when they see your logo?
What are some adjectives you would want your prospects/customers to use to describe your company based on seeing your logo?
Based on the answers given to these questions, you should quickly be able to determine whether the project is a concept design or a logo design.
Key Phrases that Indicate Concept Design:
Here are a number of top phrases I’ve heard that should tip you off that the project is concept design rather than logo design. The business owner says,
- “I don’t know what I want, but when I see it, I’ll know”
- “Just create some logos, and I’ll tell you what I think”
- “I can definitely tell you what I don’t like”
- “I don’t have much for you to go on, just use your creativity”
- “I haven’t had time to think about what I want”
- “I am not sure what else is out there, as far as my competitor’s logo”
- “I’m just starting this business and I probably have to get something”
- “I am thinking of starting this business and I’ve got to come up with a look or something”
- “I just need to get something done”
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
The 7 Surefire Signs of Clients to Avoid
You’ve heard me get on my soapbox several times about needing to really hone in on your target audience BEFORE you go out there and market yourself extensively. One of the major reasons is that most people try to market to EVERYBODY, fearing that if they niche themselves too much, they’ll narrow down their prospective client pool too much.We now know that this is actually not true, quite the contrary, because experts make more per hour than generalists, the media is ONLY looking for experts and not jacks-of-all-trades, experts stand out in the marketplace and it’s much easier to market to a specific group than it is to a whole mess of people. Otherwise, our message isn’t compelling enough and we don’t catch anyone’s attention.Today, I want to take you on a different spin of your “ideal client.” I want to talk to you about the surefire signs of clients to AVOID; at least in my point of view. Some of you may have read on my website that I am very selective about whom I work with privately. I cherry-pick my clients and go so far as to state exactly who I work with (personality-wise) and whombr />
Have you invested any time getting some preliminary feedback from clients or prospects?
What is this logo supposed to convey, communicate or say to a client or prospect?
Do you have a tag line?
What images/icons or insignias do you think would help communicate your message and draw in customers?
How would you like your logo to differentiate your company from the competition? How do you want your logo help you define a niche market that is different from your competitors?
How do you want prospects/customers to feel when they see your logo?
What do you want prospects/customers to think when they see your logo?
What are some adjectives you would want your prospects/customers to use to describe your company based on seeing your logo?
Based on the answers given to these questions, you should quickly be able to determine whether the project is a concept design or a logo design.
Key Phrases that Indicate Concept Design:
Here are a number of top phrases I’ve heard that should tip you off that the project is concept design rather than logo design. The business owner says,
- “I don’t know what I want, but when I see it, I’ll know”
- “Just create some logos, and I’ll tell you what I think”
- “I can definitely tell you what I don’t like”
- “I don’t have much for you to go on, just use your creativity”
- “I haven’t had time to think about what I want”
- “I am not sure what else is out there, as far as my competitor’s logo”
- “I’m just starting this business and I probably have to get something”
- “I am thinking of starting this business and I’ve got to come up with a look or something”
- “I just need to get something done”
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
Why Do We Call These People Black Belts?
Many are surprised that Six Sigma refers to their trained experts as “Belts.” There are Green Belts and Black Belts in Six Sigma, referring to a level of training they have achieved. The term Black Belt is not an empty buzzword nor is it a mockery of organized martial arts. Comparing a Six Sigma Black Belt and Martial Arts Black Belt is a revealing exercise.Just like in martial arts, to obtain a Black Belt in Six Sigma requires training that teaches skills and discipline. A Black Belt in both martial arts and Six Sigma is a designation that is not given way or can be bought “off the shelf;” it is something that is earned through hard work. Also like in martial arts, achieving Black Belt level is not an end but a beginning. Six Sigma is about continual learning and continual improvement. Six Sigma is not a mastery of a finite set of knowledge but an understanding of a method. Like in martial arts, being a Six Sigma Black Belt is a responsibility. It’s about intensity, hard work, and discovery. While it is correct to say that a Black Belt is an expert, it doesn’t make them an elitist. The black belt is not as importacan definitely tell you what I don’t like”
Even though they said they wanted logo design, the 3 clients were asking for concept design. Unfortunately, I accepted the project as a logo design instead of concept design – which proved to be a HUGE mistake, and one that designers often make.
I ended up spending over 10 hours developing their image for this “dream company”, going from one idea to the next. The women came up with a new idea each day; they wanted me to try out to see if they’d like it, and without fail, each time I did this they came back with, “We’re not sure about it, we’d like to try something else. Something’s missing but we don’t know what”. This was, to put it lightly, unbelievably frustrating.
It sounds crazy but this was my fault, I didn’t first analyze and distinguish the differences between logo design and concept design. I should have recognized and explained to these women that their project was concept design, not a logo design, and that our objective was to flush out concepts rather than a finished logo. In the end I gave the clients their deposit back and wished them the best of luck. They in turn scrapped the idea of having a logo, and paid another designer to create a web site for them – the web site never amounted to more than an “Under Construction” page.
Bottom Line for Small Business Owners:
If you don’t have the time or talent and you have the money, go ahead and hire a good designer to concept design for you. But for most small business owners, having a frugal marketing and design budget is a must. In this case I suggest doing some research on your own rather than paying a designer to do it for you. Look at competitor’s logos; browse the Internet; and decide what colors, fonts and icons you might like. The more you can hone down exactly what you are looking for, the less expensive and the faster the project will go. Most companies don’t have the time or the funds to hire a designer for concept design, so do your homework up front rather than saying, “We’re not sure what we want, but if you get it we’ll tell you”. If you do some preliminary background work you can expect to save significant time and money in having the project done.
Bottom Line for Sharp Graphic Designers:
Invest a little time up front and get clear on what the objective of the project is, it will save you a world of future headaches. Is the project’s objective just coming up with concepts or is it taking a clear idea or vision the company has and making it tangible? Graphic designers, it’s your responsibility to take the lead on this, you’re the expert. If you use the information I’ve provided above as a guide, you will be off to a great start, best wishes!
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