It’s no big secret that branding & web design can be quite a significant investment. In fact, if you do it right, it’s often one of the most significant investments you ever make in your business.
And I know that can be a bit scary to think about, so I wanted to give some of my advice for how to determine if branding and/or website design is the right investment for you to make right now.
I’ve seen enough people, myself included, who have jumped into something out of excitement or external pressure rather than it actually being the best, most strategic move for their business at a given time. And while I know how much a custom strategy and visual identity can positively impact your business, you have to believe it too. And be ready to put in the work.
So let’s dig into it.
Your Stage of Business
Before you make any investment, you should consider where you’re at in your business. Unfortunately, because businesses grow at different rates, I can’t say “make this investment in year one” and “this investment in year two” etc. It’s really dependent on you, how fast you want to grow, and a whole host of other factors.
However, I can break it down a bit based on my experience with clients at various stages of business and what worked best for them.
If you’re early on in your business…
As in, you’re still solidifying your offer and maybe don’t have a steady flow of buyers coming in, I would recommend not investing in a full brand design just yet. I say this because your business has a lot of opportunity to shift and change at this stage, and you don’t want to waste a bunch of money on a logo just to change your business name in a month.
Instead, consider doing brand strategy only to start. While maybe the less *sexy* option, it will put you on the right track without potentially wasting too much of your time and money. It can also help you start:
- Focusing on the right things
- Clarifying what your business is and what you bring to it
- Understanding the target market you are trying to attract
Ultimately, this is going to be much more impactful for you at this stage than logos and color palettes. If you’re still really set on getting at least the minimum of branding elements done, you can absolutely do that as well. Or have your brand strategist/designer create a moodboard and/or creative direction based on your strategy to get you started on the right foot.
If you have a consistent flow of buyers and are ready to grow…
It’s time to invest in both strategy and brand design. If you’ve already had strategy done, it may still be a good time to refine or expand it now that you are more solidified. That way, you can be sure your branding will be even more effective and built to last.
Depending where you’re at profit-wise at this stage, you may also choose to get a small website done. You likely don’t need to jump into a full site at this point, but it can be a smart idea to begin to solidify an online presence with your own domain. This gives you somewhere custom for people to go to learn more about you and your services.
If you’re in the growth and expansion phase…
It’s time for the full shebang. Investing in yourself and your services is a big part of growth as a business — so now’s the time! Either re-do or expand your brand and website to reflect the caliber of services you provide.
As you continue to grow, it’s also a good idea to refresh your brand and website on a regular basis to ensure you are consistently innovating and staying ahead of trends and competition.
While people often consider the logistics side (money, time, effort, etc.) of making investments, a huge thing that is not always taken into consideration in your mindset.
If you are still in a scarcity mindset in your business — meaning, you are more focused on your lack of clients, lack of money, lack of growth or follows than you are focused on your strategy or offer — then your judgment is probably a bit clouded. Which means it’s likely you aren’t going to get the most out of your investment because your decisions will be based on what you lack rather than what you offer.
That’s not to say you need to have it all figured out before you invest in branding. That’s not the case. But you should at least feel solid in your offer and confident in what you are trying to say or achieve in your business. You should have a sense of what is working and what isn’t really working.
Strategy and design can solve a lot of problems. What it can’t solve is a lack of baseline clarity in:
- What you’re selling
- Who you’re selling to
- Why people should buy what you’re selling
- Belief that your business can succeed
Is It Time to Invest in Your Business?
If you’re ready to take the next step with custom strategy, branding, or website design, then you’ve come to the right place. Find out how we can work together here.