All over the Internet, logos can be had for a few dollars. Even Costco has entered the logo market with ads for $149 logos. Most printing services offer free design services as a loss leader to print. Alas, graphic design has become a commodity. And that commodity is not just for small to medium size enterprises, but international companies have also been known to throw designers under the bus for price. Why? Because they can.
Strategy (not logo design) can pull you out of the struggle. One very large asset we as designers seldom recognize and often just give away as a cost of doing business (another commodity attitude) is our keen intuitive sense, knowledge, and ability to be strategic thinkers. Designers can and should up the game by showing our true value to clients. Your brain matter is the perfect source material to develop and grow true brand experiences for your clients.
Why do you need to think about positioning your client’s company as a part of branding? We’re designers, so why not just jump right to design?
If you’re like most designers, you don’t just want to “decorate,” you also want to help your clients be successful. And while you know the immense communication value of design, you also know that design alone can’t tell the entire story when helping your clients with their business objectives. Positioning gives the organization a competitive edge. It gives value to their brand and informs the design, so the design can become even more powerful as it reinforces and supports the positioning. Positioning the organization in the minds of your client’s customers, both business-to-business and business-to-consumer, is one of the most valuable things you can do for your client—and it’s the strategic element your client is the happiest to pay for.