How to Budget for a New Brand
As a business owner, typically you want to make smart decisions while spending as little as possible. However, you also want the biggest return on investment so you can grow. Although a new brand and website is a relatively large investment, it by far will provide the biggest return for your business. You can spend all the time in the world networking, marketing, and advertising, but what good will that do if your brand doesn’t present your work well nor attract your dream clientele? Finding a way to create the budget for a new brand and website is the smartest move you can make for your business, and below I’ll tell you why.
One of the first steps any professional designer should take when working with a new client is to analyze your closest competitors. The goal behind this is to see what your competitors are doing, what’s working for them, and what isn’t. From there, I will work with you to create a truly one of a kind design. One of the most common ways I achieve this is by adding custom touches wherever possible, whether it’s a hand drawn logo or a website coded from scratch without the use of templates. By establishing a completely unique image, you’ll be able to stand out in your industry and look like a true professional.
Aside from analyzing your competitors, one of the most important steps to take before establishing a brand is defining your target audience. We’ll think about who you’ve always dreamed of working with and what’s been stopping you from getting there. Your new design will revolve around your dream clientele, which in turn will help you attract your niche. By creating an image that speaks directly to your target audience, the goal is for you to soon see a huge increase in clientele consisting of those who you haven’t been able to previously close the deal with.
The key to a successful brand is consistency. Your new brand should be clearly visible throughout every aspect and avenue from your business cards to website to promotional material. Let’s say someone viewed your website one day. Then, later in the week they stumbled upon one of your promotional USB drives. The second that person sees some of your marketing collateral, they should instantly know it’s specifically for your business due to the style and resemblance. Not only should your logo and color palette be on anything and everything having to do with your business, but you should have an overall style as well. Whether it’s chic rustic or neutral masculine, your style should become your business’s image.
When you establish a brand correctly, credibility should soon follow thereafter. An image that is sleek and clean but also informs your potential clientele will help prospects feel comfortable about working with you. You’ll appear professional while also establishing yourself as an expert in your industry. Keep in mind, a brand is not only your logo; it’s your overall style, image, voice, appearance, and personality. This includes your logo, marketing plan, customer service, website, and everything else that has anything to do with your business. When you take the time and investment to create a well-designed, strong brand, you’ll soon start to reap the rewards.
Most of my clients tend to come from the events industry because of my background as a wedding planner. If you’re in the events industry, then I’m sure you know a busy season is right around the corner. Therefore, getting a new brand and website right now means that you’ll be able to focus on your project before you become too busy to focus too much time and energy on your own business. Plus, if you have any remaining open dates, those are more likely to get filled when you have a beautiful swoon-worthy brand and a gorgeous, responsive website prospects will drool over.
For those of you who aren’t in the events industry, I’d love to work with you as well! Why put off something that will bring you more business, better showcase what you do, and finally match your high-quality of work? The sooner you have a new brand and website, the sooner your inbox will be filling up with messages from eager prospective clients.
Trust me, as a small business owner, I know we have to watch every penny we spend. I know the prices that designers ask for sound like a lot to fork over, and I would be reluctant, too. But, after seeing firsthand the effect a new brand and website can make on a business, I think any business owner who has made this investment in the past would without a doubt say DO IT! Plus, I am happy to say that I am priced much better than some of my competitors ($10,000 for a new brand and website? I know, that’s just crazy…check out my pricing and you may be relieved and happy with what you see).
Think about it this way…if you made $50,000 last year, would you be willing to invest $3,500 (website-only) to $6,600 (the full works!) in your business so that you can earn double that? I’d say “Yes, please”! By investing in a new brand and website, you’re investing in something that will pay off tremendously. Of course, this doesn’t mean you can stop marketing and networking, but by properly showcasing your work and your company with a professional, beautiful brand and website, you’ll finally be able to charge what you’re actually worth, work with higher-end clients you’ve been dreaming about, and keep a consistent flow of inquiries coming in. What could be better than that?
I’m sure after reading this far, you’re beyond ready for a new brand and website, but how can you afford it? Similar to a common tactic that parents often teach their children, put aside 10-15% of your earnings each month until you have enough. This may take longer for some than others, but your patience will pay off. If you spend adequate time and effort marketing and showcasing your new brand and website, your investment will pay for itself in no time! Plus, who doesn’t want a professional, stylish appearance?
Have you recently invested in a new brand or website? If so, what were the results? Let me know in the comments below!