SHOULD YOU HIRE A PROFESSIONAL BRANDER?
It depends.
I. Introduction
Most entrepreneurs face the common dilemma: Should I hire professionals to brand my company, or should I pocket the savings and do it myself?
To illustrate this using a fashion analogy, most entrepreneurs fall into one of two categories: DIY shoppers or Stylist shoppers.
The DIY Route: You’re a savvy shopper who has good taste, you know what you like, and you have extra time. You would rather comb the thrift market and make alterations at home to get the look you are trying to achieve. There is more legwork involved, more searching in the weeds to find the gems, more trial and error trying on this and that - but hopefully, you reach your end result and pay less at the register.
The Stylist Route: You’re a prêt-à-porter (ready-to-wear) shopper. You visit one trusted store where the outfit is curated for you by professional stylists, readily available, and in your exact size. You pay extra at the register to save your precious time and mental energy for other tasks.
Determining which kind of shopper you are requires careful consideration of various factors, including budget, expertise, and business goals. In this blog post, we will explore the pros and cons of both options and provide guidance on how to decide whether to hire a professional brander or tackle the branding process yourself. By understanding the key aspects of branding and evaluating your specific circumstances, you'll be equipped to make an informed choice that aligns with your goals and ensures a strong brand presence in the market.
II. Understanding the Power of Branding
Branding refers to the process of creating a unique and memorable identity for a product, service, or company. It involves shaping perceptions, emotions, and associations that consumers have with the brand because most people make emotional purchases. Branding goes beyond just a logo or visual representation; it encompasses the entire experience and reputation that a brand conveys to its target audience. It involves strategically crafting elements such as brand positioning, messaging, visual identity, and brand voice to establish a distinct and recognizable presence in the market.
In today's competitive market, establishing a strong and distinctive brand is essential for businesses aiming to thrive and succeed.
How A Strong Brand Creates Business Success
A strong brand holds immense significance for business success. Here are some key reasons why a strong brand is crucial:
Differentiation and Competitive Advantage: In a crowded marketplace, a strong brand helps businesses stand out from the competition. It enables customers to differentiate and recognize the unique value offered by the brand. A distinct brand identity sets businesses apart, making it easier for customers to choose their products or services over others.
Building Trust and Credibility: A strong brand instills trust and credibility among consumers. When a brand consistently delivers on its promises and provides quality products or services, it builds a positive reputation and establishes trust with its audience. Trust is a valuable asset that leads to customer loyalty, repeat business, and positive word-of-mouth referrals.
Emotional Connection and Customer Loyalty: A strong brand creates an emotional connection with its customers. By evoking positive emotions and aligning with the values and aspirations of the target audience, brands can foster a sense of loyalty and affinity. Customers who feel connected to a brand are more likely to remain loyal, advocate for the brand, and choose it over competitors.
Premium Pricing and Increased Profitability: A strong brand allows businesses to command premium pricing for their products or services. When customers perceive a brand as being of high quality, reliable, and desirable, they are willing to pay a premium. This higher perceived value translates into increased profitability and improved profit margins for the business.
Expansion and Diversification Opportunities: A strong brand provides a solid foundation for business expansion and diversification. When a brand has established a strong reputation and loyal customer base, it becomes easier to introduce new products, enter new markets, or extend into related industries. The brand's credibility and customer trust carry over, facilitating growth and diversification strategies.
Attracting and Retaining Talented Employees: A strong brand not only attracts customers but also attracts talented employees. A reputable brand with a compelling identity and positive perception in the market becomes an employer of choice. Employees are more likely to be attracted to work for a brand that aligns with their own values and has a strong market presence.
In summary, a strong brand is a powerful asset that contributes to business success by differentiating the company from competitors, building trust and loyalty among customers, commanding premium pricing, facilitating expansion opportunities, and attracting top talent. Investing in branding is an investment in the long-term success and growth of a business.
III. Comparing the Benefits of Hiring a Professional Brander vs DIY
Benefits of Hiring a Professional Brander
Hiring a professional brander offers numerous benefits for businesses. Here are some key advantages:
Expertise and Experience: Professional branders possess extensive knowledge and experience in the field of branding. They understand the principles, strategies, and best practices that drive successful brand development. Their expertise allows them to analyze market trends, consumer behavior, and competitor strategies effectively, enabling them to create a strong and competitive brand identity for your business.
Strategic Brand Development: Professional branders can help you develop a strategic brand that aligns with your business goals and target audience. They conduct thorough research to understand your industry, market, and customers, allowing them to position your brand effectively. By combining their expertise with your unique business insights, they can create a brand strategy that resonates with your customers and sets your business apart from competitors.
Cohesive Brand Identity: A professional brander ensures that all aspects of your brand, including visual identity, messaging, and tone of voice, are consistent and cohesive. They create a comprehensive brand style guide that outlines the guidelines for using your brand assets across various platforms and channels. This consistency helps build brand recognition and enhances the professionalism and credibility of your business.
Time-Saving and Efficiency: Developing a brand requires significant time and effort. By hiring a professional brander, you can save valuable time and focus on other core aspects of your business. Branders have streamlined processes and efficient workflows that enable them to deliver results in a timely manner. Their expertise allows them to work more efficiently, ensuring that your brand development journey progresses smoothly.
Customization and Professionalism: Professional branders offer customized branding solutions tailored to your business. They take the time to understand your unique brand personality, values, and target audience, ensuring that your brand accurately reflects your business identity. Additionally, they have access to professional design tools, resources, and industry contacts, enabling them to deliver high-quality and polished branding materials.
Consistency Across Platforms: A professional brander ensures that your brand maintains consistency across various platforms and touchpoints. They understand the importance of delivering a unified brand experience, whether it's through your website, social media channels, marketing materials, or packaging. Consistency builds brand recognition, reinforces brand values, and enhances the overall customer experience.
Brand Evolution and Adaptation: As your business grows and evolves, your brand may need to adapt accordingly. Professional branders can assist you in managing brand evolution and ensure that your brand remains relevant and resonant with changing market dynamics. They can help you navigate rebranding processes, brand extensions, or entering new markets while maintaining the core essence of your brand.
In summary, hiring a professional brander brings expertise, strategic guidance, and efficiency to your brand development process. They create a cohesive brand identity, save you time and effort, and deliver a professional and customized branding solution that resonates with your target audience. Investing in a professional brander can have a significant impact on the success and growth of your business.
Benefits of a DIY Approach
Taking a do-it-yourself (DIY) approach to branding also offers advantages for businesses. Here are some key benefits:
Cost-Effectiveness: One of the primary advantages of a DIY approach is cost savings. Hiring a professional brander can be expensive, especially for small businesses or startups with limited budgets. By handling the branding process yourself, you can allocate your monetary resources more efficiently and invest in other critical areas of your business.
In-Depth Understanding of Your Business: As the business owner, you have an intimate knowledge of your brand and its unique value proposition. You understand the essence, personality, and vision of your business better than anyone else. By taking a DIY approach, you have the opportunity to translate this firsthand knowledge directly into your brand elements, ensuring authenticity and a personal touch.
Flexibility and Control: A DIY approach provides you with complete control over the branding process. You have the freedom to make decisions and iterate as needed without relying on external parties. This flexibility allows you to experiment, adapt quickly to changes, and fine-tune your brand strategy based on your direct experience and feedback.
Speed and Agility: With a DIY approach, you can work at your own pace and expedite the branding process if needed. There's no need to coordinate schedules or wait for external deliverables. This agility can be advantageous, especially in fast-paced industries or situations where time is of the essence.
Learning and Skill Development: Taking on the branding process yourself can be a valuable learning experience. You have the opportunity to gain insights into branding concepts, strategies, and best practices. This knowledge not only benefits your current branding efforts but also empowers you to make informed decisions and adjustments in the future as your business grows.
Personal Connection with the Brand: A DIY approach allows you to infuse your own passion, creativity, and personality into the brand. This personal connection can resonate strongly with customers, creating a genuine and relatable brand experience. It adds a level of authenticity and a unique touch that might be challenging to replicate with external help.
Iterative Process and Adaptability: Branding is an ongoing process that requires continuous refinement and adaptation. By taking a DIY approach, you can readily iterate and make adjustments based on feedback and market insights. This adaptability allows you to respond to evolving customer needs and market trends in real-time.
It's important to note that while a DIY approach has advantages, it also has limitations. Branding requires a deep understanding of various elements and strategic thinking, which may be challenging for those without prior experience or expertise. There are many good online tools like Canva, Vista Print and Looka that can design your brand for you, but if branding isn't your expertise, be prepared to run into issues and extra time spent when you choose the DIY route. Therefore, careful consideration of your resources, skills, and long-term goals is necessary to ensure the success of your DIY branding efforts.
IV. Factors to consider when deciding
When deciding whether to hire a professional brander or take a DIY approach, several factors should be considered. Here are some key factors to evaluate:
Available Resources: Assess your available resources, including financial budget and time. Hiring a professional brander involves financial investment, while a DIY approach requires allocating time and effort. Consider your financial capabilities and availability to determine which option aligns better with your resources.
Expertise and Skill Level: Evaluate your own expertise and skill level in branding. Assess your knowledge of branding principles, design skills, and strategic thinking required for effective brand development. Consider whether you have the necessary experience and abilities to create a strong and cohesive brand identity that effectively communicates your business values and resonates with your target audience.
Complexity of Branding Needs: Consider the complexity of your branding needs. If your brand requires extensive research, market analysis, and a nuanced understanding of your industry, it may be beneficial to hire a professional brander with the expertise to handle such complexities. On the other hand, if your branding requirements are relatively straightforward and can be accomplished with basic design and messaging, a DIY approach may suffice.
Business Goals and Growth Plans: Evaluate your long-term business goals and growth plans. Consider whether you envision scaling your business, expanding into new markets, or launching new products/services in the future. If your growth plans require a strong and strategically positioned brand, professional brander expertise may be crucial to ensure your brand is ready to support your future endeavors.
Time Constraints and Deadlines: Consider your time constraints and deadlines. If you have tight timelines or need to launch your brand quickly, hiring a professional brander can expedite the process and ensure timely delivery. However, if you have the luxury of time and can invest it in learning and executing branding tasks, a DIY approach may be more feasible.
Design and Aesthetic Preferences: Assess your design and aesthetic preferences. Consider whether you have a clear vision for your brand's visual identity and whether you have the design skills to execute it effectively. Professional branders can bring a level of expertise and creativity to design that may be challenging to achieve on your own, especially if you lack design experience.
Need for Objectivity: Reflect on your ability to maintain objectivity when working on your brand. Hiring a professional brander can bring an outsider's perspective and impartiality, allowing for unbiased evaluation and strategic decision-making. If you are concerned about potential biases or subjective judgments, professional assistance can provide a fresh and objective viewpoint.
Ultimately, the decision between hiring a professional brander or pursuing a DIY approach depends on a careful assessment of these factors. Finding the right balance between your resources, expertise, goals, and preferences is key to making an informed decision that sets your brand on a path to success.
V. Finding the right balance
Finding the right balance between professional and DIY branding involves understanding your strengths, limitations, and available resources while leveraging external expertise when necessary. Here are some steps to help you find that balance:
A. Identify specific areas where professional input is crucial
Assess Your Skills and Knowledge: Evaluate your skills and knowledge in branding. Identify areas where you excel and where you may need assistance. This self-assessment will help you determine which aspects of branding you can handle effectively and which areas may benefit from professional guidance.
Identify Critical Branding Elements: Determine the critical branding elements that require professional expertise. Consider components like brand strategy, market research, logo design, or brand messaging, which may have a significant impact on your brand's success. These are areas where professional input can be particularly valuable.
B. Combine professional assistance with DIY efforts
Utilize Professional Consultations: Even if you opt for a DIY approach, consider seeking professional consultations or workshops. Engage with branding experts who can provide guidance, review your branding elements, and offer constructive feedback. This way, you can leverage their expertise while still maintaining control over the overall branding process.
Outsource Specific Tasks: Identify specific tasks or areas where outsourcing to professionals can make a significant difference. For instance, you might choose to hire a professional graphic designer to create your logo or collaborate with a copywriter to craft compelling brand messaging. By outsourcing selective tasks, you can ensure high-quality outputs in areas where specialized skills are essential.
Collaborate with Freelancers or Agencies: Instead of fully outsourcing branding, consider collaborating with freelancers or agencies on specific projects. This allows you to work in tandem with professionals while retaining a level of control and involvement in the process. This approach allows you to benefit from professional expertise while maintaining a DIY mindset.
C. Leverage online resources and tools for DIY branding
Research and Learn: Educate yourself about branding best practices and industry trends. Take advantage of online resources, articles, tutorials, and workshops to enhance your knowledge. By gaining a deeper understanding of branding concepts, you'll be better equipped to make informed decisions and contribute meaningfully to your brand's development.
Remember, the right balance between professional and DIY branding will depend on your unique circumstances and goals. Regularly reassess your resources, skill development, and business requirements to determine when professional support is necessary and when you can confidently take the lead in DIY branding.
VI. Conclusion
In conclusion, the decision of whether to hire a professional brander or take a DIY approach is a critical one that requires careful consideration. By weighing factors such as available resources, expertise, the complexity of branding needs, business goals, time constraints, design preferences, and the need for objectivity, you can find the right balance between professional and DIY branding. Recognize your strengths and limitations, invest in learning, and leverage external expertise when necessary to enhance the effectiveness of your brand development efforts.
Remember, every business is unique, and what works for one may not work for another. By making an informed decision that aligns with your specific circumstances and goals, you can pave the way for a strong and compelling brand presence that resonates with your target audience and contributes to your long-term success.
VII. Marketing Brand Therapy
After years of consulting clients and creating brands, we developed a service called a Marketing Therapy Session because many business owners either don't know where to start or think they know what they need. After a Marketing Therapy Session, clients are confident to move forward with what they learned on the call and the provided Marketing Edit, which outlines the next steps. From here, some clients decide to DIY the marketing tactics we discussed, pass it on to someone in-house, or hire JSQ to take on the bigger tasks.
Sometimes, you just need to know what you don't know.
Let's have a no-obligation chat for 15 minutes and discover how we can elevate your brand. Limited slots available.