What comes to your mind when you hear "Holidays are coming" and see a line of red tracks? And what about this picture: can you guess what company's logo is hidden here?
That's right — it's Coca-Cola. No wonder that you succeeded in this quiz, as you're one of that 94% of the world population who recognizes the Coca-Cola logo. The number is quite impressive, isn't it? Do you wonder what the key to such popularity is? One word only — a brand.
Proper name, catchy logo, or recognizable color pattern — any of these could significantly improve your brand and therefore increase an income. The fifth element missing for getting it is one person — a brand designer. If you're in the middle of endless searching for the best fit right now, this article is what you need.
We'll help you figure out what a brand designer actually is, the list of their responsibilities, where to find the best candidates, and how much to pay them. So, let's start with answering the first basic yet crucial question.
If you think it's a person who creates a nice logo or catchy symbolic elements, there is good and bad news for you. The bad one is that you don't see the whole picture of a brand designer's mission, and the good one is that we're about to change that.
If a brand designer had a superpower, it would be mind-reading and influencing. How come? Every brand designer is responsible for much more than just creating appealing visuals. They are experts who help two worlds to meet each other: your customers' and your business' ones. How do they do that? Basically, with the help of three main steps:
As the current market is overwhelmed with all the brands, having just a nice logo isn't enough. If you'd like to stand out among your competitors, having a well-planned unique brand is a must-have: customers need not just a picture but emotions.
According to Consumer Thermometer statistics, almost 70% of people have ever experienced an emotional connection with a brand. The top three feelings they felt towards the brands they prefer are interest, trust, and optimism. These are what brand designers convert into visuals.
As we already established, the main task of a brand designer is to convert your business' values into catchy visuals that evoke customers' emotions and earn their loyalty. That means their list of responsibilities includes not only aspects of the design world but also marketing one.
Obviously, a brand designer's responsibilities vary greatly depending on each business and its needs. Still, there are some essential tasks that every expert needs to know how to succeed in them.
The first thing a brand designer has to do is gain a deep understanding of your business values, goals, and priorities. For that, they have to provide you with a detailed brief and carry out in-depth research. This stage is a pillar of the successful brand strategy, as it helps to find out the public image and message of your business.
Creating a brand strategy without getting a clear picture of your customer needs is like driving a car in dense fog. It’s dangerous and leads you to nowhere. That’s why a top brand designer always does in-depth research on what’s crucial for your customers. Besides, they also have to pay attention to the situation on the market.
People form their opinion about a logo in 10 seconds, or even less. As it’s the visual essence of your business brand identity, it’s one of the most crucial tasks of a brand designer. A logo has not only to depict your values but also to be catchy, appealing, and make a lasting impression.
Visual elements are an ace up brand designer’s sleeve. Once successfully created, they’ll help to communicate with your customers easily and effectively. The most essential ones are color palette, typography, imagery, and graphic elements. With the help of color only, you could improve your brand recognition by 80%.
Business cards or email designs might look like a drop in the brand ocean. However, all these details are essential for engaging your customers and driving your business. Besides, a brand designer pays special attention to creating branded merchandise for customers, increasing your brand’s awareness.
A brand style guide is the main document provided by a brand designer. It contains all your design assets and step-by-step instructions on how and when to use them. Besides, with its help, you can get more details about your brand identity and a list of do’s and don'ts for your future designs.
Prior to the onboarding process, you already have some concepts or, perhaps, myths of what working with a brand designer is like. Let’s see how your expectations will withstand the battle with reality.
Like Alice in Wonderland, you’ll find yourself in a hallway with many doors of platforms for hiring brand designers. But which one will lead you to the expert of your dreams?
To make this journey quicker for you, Awesomic has already tried each of the doors and now can tell you which are worth your attention. As we found out, the main ways of hiring a brand designer are through freelance and portfolio websites, social media, and design subscription services.
We’ve selected the most popular representatives of each category. And now we’ll reveal which pros and cons to expect from them.
In the same way as above, you’re curious to know how much each of the “doors'' costs to enter. For this reason, Awesomic has looked into the prices of the selected platforms. Spoiler alert: they differ from charging per hour of work to the project itself. Now, let's see how much their services cost.
The prices on this platform range from $10/hr to $150/hr. On average, one hour of brand designer’s work will cost you $60. For this price you will get designs of logo, packaging, emails, and marketing materials.
However, note that you’d have to multiply the price per number of hours the designer works for you. The more time-consuming task your designer has, the bigger the check becomes. And if this isn’t enough, remember that Upwork charges an additional 23% fee for using their services.
When it comes to pricing on 99designs, there are two options of how much you’d have to spend. The cost of a brand designer depends on how you’ll approach the process of hiring them.
If you choose to employ a branding designer through browsing portfolios, you’d need to contact them directly to find out the price. But the platform suggests that the average pricing is from $599 to $2,199 per project.
The other option is more specific. You can start a contest where designers offer you their branding prototypes. This option usually has a fixed price that varies only depending on the package you choose. You can also suggest your own price for the contest, but it can’t be lower than $599.
The prices of hiring a brand designer on LinkedIn are not fixed. For instance, you can target brand designers personally and check the price in their resumes or portfolios. But you’ll hardly ever find any price mentioned there. What you can do, though, is contact them via email or private messages and wait for the reply.
You might decide to save time and find out the approximate cost of a brand designer by looking into job postings of your competitors. But this option is a bit tricky, as most of the job offerings don’t mention the price.
According to Awesomic’s research of 250+ job postings, only one had the actual brand designer salary mentioned. American company Salesforce offers $122,900 annual compensation to a senior brand designer. However, this option was offered to only on-site workers.
The users of Awesomic buy a flat-rate monthly subscription that can get them more than just a brand designer. Firstly, the platform saves you the struggle of spending time recruiting an expert. Rather, it provides you with an already selected professional that can create your brand from scratch.
Besides branding, you can request any design services included in your subscription plan during the months of usage. The price already includes an assigned customer success manager that helps you get the most out of the services.
Do you want your business’s logo to be recognized by over 90% of the world's population like Coca-Cola’s? The first step to this goal is to hire a professional brand designer. Instead of producing just a nice picture, such an expert will create a full identity pack with every visual aspect for your business.
How to find such an ace? Your platform of choice might be a freelance website, a social network, or a portfolio site. But be frank with yourself: are you ready to invest a good deal of your time to find a real pro?
If not, you can save yourself the trouble and turn to flat-rate design subscription services like Awesomic. There, you'll collaborate with already pre-selected professionals that know how to transform your business values into a vision that adheres to your clients.
Now that you know where and how to find the best expert, it’s time to take the first step. Are you in?