How to make your company/business logo professionally ?
I was once called in to rebrand a company that itself did branding for other companies (we won ‘Brand of the Year’ in their industry, so it worked out well). What they knew, which many don’t, is that it is incredibly hard to rebrand your own company. A rebrand needs objectivity, and the ability to ask hard questions.
Branding doesn’t actually begin with a logo. There’s a lot of work that needs to be done before you get there. The process I always recommend is to consider the following before even talking to a designer:
- Brand Promise
- Brand Values
- Brand Category (or Positioning)
- Brand Personality (or Style)
- Brand Architecture and Strategy
- Brand Identity (Name, Visual identity)
- Brand Deployment (everywhere the brand will appear, and the constraints this imposes).
In the Brand Audit phase, I get the client to rate themselves between 1 and 10 out of 10 for each of these. They often feel pretty good if they’re scoring 7/10 on most things. Usually they will admit to one being less than 5/10, which is typically the proximate cause of them wanting to rebrand. For clients that want a more scientific method than self-rating, I have a set of criteria that they can use for each element.
However, a brand is not the sum of its parts, but the product. So, if they’re scoring 7/10 on everything, the result will be 7/10 x 7/10 x 7/10 x 7/10 x 7/10 x 7/10 x 7/10, which comes to 0.082, or, to make it easier to understand, 8%.
It’s only after an initial pass where we capture everything that the brand currently is that we then go through again and construct what it should be. This takes a lot more time, and when we get to point 6, we bring in a brand designer. Brand designers are not just people who design well. There are particular people who are very skilled at this. Recruiting the right one is crucial. We keep iterating the process until the client agrees — on the same criteria — that we are now near or close to 100%.
At that point, we involve progressively wider circles of stakeholders. If anyone points out a fatal, or even significant, flaw, we go back to stage two.
There’s a reason why branding is expensive.
That said, the fee you will pay your branding agency will be dramatically less than the cost of getting it wrong. If you spend 100,000 on a 1 million rebrand, you are probably risking 10 million or 100 million in terms of total business exposure, depending on the size of your business.
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