Branding Process

Out of context: Reply #27

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    For those responsible for closing the deals, including proposals/$$$, I am curious how you convince someone to spend a small fortune.

    In my industry, I have clients that are putting up 30+ $30million buildings across the country and the owner is proud of the $50 logos he uses for the projects (they do, however, spend for other marketing collateral).

    We all know some very expensive "logos" (branding, rebranding, etc.) can really suck and the quality is not necessarily reflective of the cost. So how do you do it? A really nice office? Big client names?

    How do you put a proposal together for the full process listed below when the time invested could be all over the place?

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    • It's only valuable if they value strategy. A lot of the companies I do branding for are embarrassed by their image.Hayoth
    • They spend a fortune when you can solve a problem.Hayoth
    • Demonstrate (perceived) value. Really impress them. I've won a few projects ($30K) where others have proposed a $1000 logo package. We show them how the projectMattjanz3n
    • will grow and should grow into other touchpoints. How thoughtful design will increase value somewhere (tenants, clients). Their portfolio (of buildings I guess.Mattjanz3n
    • How it affects their brand, legacy, ability to hire top talent .. the list goes on.Mattjanz3n
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