Some people procrastinate as a planning tool. For instance, if I procrastinate long enough, I work better under a short term deadline. I used to use that one all the time in college when projects were due, or when a test was coming up. I don’t recommend it!
More realistically (and in our grown-up world), procrastinating usually means we are avoiding something, whether it’s because we don’t like it, we don’t understand it, or we fear something about it.
On the topic of logo design, I broke down the main reasons people and businesses procrastinate getting a new logo design. I also included the flip side of each of these reasons, which will hopefully help you overcome your procrastination.
1. Too hard to change everything.
Keeping an outdated or outgrown logo design just because it’s easier than changing is a poor business decision. It’s kind of like staying in a too small or so-so apartment because it’s easier than packing and moving. If your logo design no longer fits or doesn’t accurately represent your current brand, then it’s past time for a change. It’s hard to measure brand awareness and recognition, but it’s near impossible to determine lost awareness because you have an outdated logo design. Back to the apartment analogy, just imagine the fab parties you could throw in a bigger, nicer apartment, in a great neighborhood. Now imagine the new business, customers, clients and complements you’ll get with the brand-new, perfect-for-you logo design. You don’t want to miss out on that, do you?
2. Too expensive to change everything.
First, why are logo designs so expensive? Well, try putting the shoe on the other foot. Let’s say you’re an experienced tradesman, licensed plumber, electrician, carpenter, etc. Sure, you know there are plenty of people who can do these things for themselves, but… when they finally hit their limit, they call a professional. You will likely spend a bit of time correcting their mistakes, explaining code violations, comparing material qualities, and finally finishing their project. You know it would have taken you less time to start from scratch and would have saved their valuable time. So you charge premium prices for your knowledge, skills, experience, and education. Even the die-hard DIY people understand your value when they finally have to call you. A professional graphic designer is also highly skilled and educated in their chosen trade, and they charge accordingly for their professional services, including logo design. It’s okay to start your business with a DIY logo design, or run a contest and pick a winner. But when your business has outgrown that logo design, you need to invest in a new professional logo design that truly represents how far you’ve come, and you’re not stopping now!
Second, you might feel like you should wait until you need to re-order your business cards, or envelopes, so you don’t have to throw them away when you have a new logo design. I’ll just say this, it’s part of doing business. Think of car dealerships. If they waited until they ran out of sales brochures for the models in the showroom before they ordered the new models, they’d go out of business pretty quick. Updating materials is always part of growing a business. If you can’t bear to throw it all away, recycle your letterhead into scratch pads, and go stick stacks of old business cards on bulletin boards, into door frames, and under windshield wipers. You can get pretty creative in finding ways to share your old business cards.
3. Too many decisions to make.
Here’s another area where a professional logo designer can help you, so relax. The decisions will be discussed one at a time, so it won’t feel overwhelming. And you’ll have a pro right there to give advice and make suggestions. If you want some advanced notice of the types of decisions to be made, check out my blog article Stuck on logo design decisions?
4. Afraid a new logo design might flop.
One way you can address this is to ask your customers for input. When your graphic designer has presented you with options, ask if you can share them to get feedback from your customers. One idea could be to get them to submit votes, and then have a random drawing for a gift card, product, or service. Surveying your customers or clients ensures that you will get feedback from ideal clients, rather than random opinions (but that’s a topic for another day).
5. You don’t know any graphic designers
or how to find a good one. First, ask your business colleagues and network for referrals. People are happy to recommend people they’ve enjoyed doing business with. You could also check Chamber of Commerce directories, and your local business and development groups, like SBA, SBDC, and SCORE. Once you have some recommendations, you should review their websites and portfolios, and choose a few to interview. For some more tips on this, download my free e-book.
I hope reviewing these five reasons will help you overcome your logo design procrastination. Get in touch and let me know if one point in particular struck a chord with you.