A throwaway comment at the start of a negotiation shows the fear of buying services outside of your comfort zone.
This person had oodles of experience in the banking sector but admitted creative work was a blind spot. However, it can be challenging for designers to build trust when the process is ambiguous.
How much for a logo?
Nearly all of my work comes from client referrals. The effort undertaken will remain a mystery until the conversation about how much the work cost begins. People are more interested in outcomes than processes. So you have to flip that.
Don't ask me. I'm just the expert.
Get comfortable with not giving immediate answers. If you offer thoughts before asking any questions, it’s a big red flag. Brand work is a business strategy, so you should discuss business goals first.
‘I have no idea’ is the perfect start to that conversation.
He's making it up as he goes along.
No process can fit every project perfectly. You have to be able to adapt. This could be down to budget, time constraints, or legacy work. Doggedly sticking to your way of doing things can be counterproductive.
The first and foremost objective is defining what the business offers and what the customer needs, then bridging that gap creatively.
This is how you ensure what you do is relevant and effective.
Taking subjectivity out of design.
Everyone has an opinion on how something should look.
If you can point to something meaningful with every design choice you make during the brand process, it becomes less about personal taste.
“My sister’s daughter’s boyfriend is a designer. He thinks it should be blue.”
Don't forget to test it.
Try it out on people and ask them what they think. Be prepared to fix things you didn't foresee. I keep this little beauty framed on my wall to remind me.
More thoughts on this
Designers need to have a sales process in place. It will save you a ton of time and heartache. If you’d like to know mine, I’d happily share it.