Your brand identity is a visual representation of who you are and what customers can expect from your business. If you want a premium brand you must be willing to pay premium prices. And, premium prices aren’t always an arm and a leg, it’s just more than what an unprofessional hobbyist will charge. If you want to pay cheap prices, be willing to receive a cheap brand.

1. You get what you pay for

This quote has been around for decades for a reason– it’s true. When buy a $20 DVD player you can expect that DVD player to go out on you at some point in the near future. When you buy a $3 phone charger from the gas station, don’t expect it to operate like the manufacturer’s charger that came with your phone. Branding is the same way– a $20 logo won’t give you the same effectiveness as a $200 logo.

2. You may not get what’s most effective for your brand

We’re in the age of the DIY– newsflash: just because you did it and you like it, doesn’t mean that it will be the most effective for your particular business. I understand that startups with no money just need to get their fingerprint out there; that’s cool. Even still, you should save up money to invest in a professional logo, website, or at the least a business card. But, certainly after you’ve been in business for a year it’s time to upgrade. Just because it was cheap and you’re excited that you didn’t have to spend a lot of money, doesn’t mean it’s the best for your business.

3. Customer service may not actually be customer service.

Honestly, when you’re dealing with someone that’s willing to charge you little-to-no-money for a design service, you can’t expect them to cater to your needs. It’s like the old saying goes: “beggars can’t be choosers.” Cheapskates can’t be divas. You shouldn’t expect, nor can you demand the same customer service you would get from an award-winning design firm. Firms and designers who charge a premium price for their service will go the extra mile to make their clients happy and satisfied. Those who charge you little or nothing may just need clients or want to get their feet wet in the business and you will ultimately have a cheap headache, bad experience and a product that you aren’t pleased with to represent you and your business.

4. You’re selling yourself short.

You’ve invested time, money, and energy in every other area of your business but when it comes to the part of your business customers see before they even reach you, you’ve only invested $5. We’re also in the “Google age” where people search for companies and businesses online before they shop. They want to trust you. If you’re not willing to invest in your brand identity, customers may never make it to your physical store. You’re selling yourself short if you have an outdated, underperforming, ineffective website and visual identity.

5. You’ll end up wanting to change it sooner or later.

Going the cheap route in the beginning will always cause you to spend more money in the long-run. There is always consequence in convenience. Investing $50 into a logo or $8.99 per month for a website may be convenient for you, but 1-2 years down the road, you’ll outgrow your $8.99 website, then you’re back at square one. The faster, cheaper route isn’t always best for you. Do it right the first time and you won’t have to spend more money doing it right in the long-run.


If you’re a business owner who wants to invest in their brand identity, we’d love to work with you. You care about your business, WE care about your brand. Click here to get started.