How To Sell A Logo Design To A Client
Thinking how to sell a logo design to a client?
Setting up any business and keeping it afloat isn’t an easy task to do.
Different brands are sprouting up, be it corporate, self-employed, or web-related.
But having a logo makes a big difference in brand identity.
When selling a logo design to any business, it’ll require two essential aspects to consider.
Firstly, the client must understand the benefits of having a logo design.
Otherwise, there won’t be any discussion.
Once that’s established, the next step is convincing the client to get a logo design.
It’ll require you to convince them to commit time and go through the creative steps until the logo is approved and accepted.
This article will enumerate the ways on how to sell a logo design to a client.
Table of Contents
Benefits Of Getting A Logo Design
1. Uniqueness Spells the Difference
If you put two pieces of paper beside each other, one with a colorful design and an enlarged name?
Which would catch your eye and take another look?
You’re right!
The one with the logo design.
There are plenty to choose from, but here are some logo designs to choose from.
The same goes for an attractive logo when it’s placed on a website, social media, or printed paper.
The logo nudges one’s attention and serves as an announcement.
It shows that your company keeps the brand up to date by adapting the use of logo branding.
Lastly, it shows your business is unique and different from the rest of your competitors.
2. First Impression Counts
When you meet a person for the first time, you either like or dislike it based on your first impression.
The initial 15-seconds will judge if you’ll engage in small talk or avoid the person altogether.
The same goes for an attractive logo design as compared to a named font.
First impressions usually last, and that’s why the logo is likened to a hook.
Depending on your design’s reaction, they’ll either be drawn to the brand or ignore it completely.
If the logo has a positive reaction, the client will agree to a second meeting or email ideas.
But if it’s negative, the one in charge will not bother to answer a message or set future meetings.
This proves that the well thought of logo design gives you a better chance of getting the person’s attention.
It gets you into the door of the company and allows further discussions to take place.
3. Easy Brand Recognition
You’ll notice that business names with a logo make it easier for anyone to remember or recall.
This is because the visual aspect of a logo image is more durable than a named font.
Think of the global brands that you see on TV or the internet.
Famous brands like the tick of Nike, the M arc of McDonald’s, and Adidas’ three stripes.
These brands have a strong recognition factor and can build all their merchandise around their logos.
They’ve developed solid customer loyalty because it’s a relatable logo that they have patronized all these years.
You don’t even have to look at the name for you to know what brand the logo is.
There’s instant recognition because the company can use its known logo in different market areas.
Known brands will use the logo for the storefront and mall signages in every area they’re located in.
They make use of it for all available multi-media platforms and the printed streamer or poster.
4. Announce Your Business Personality
This may be the best time to ask your client what their business is about?
What kind of customers (age and spending capacity) does your client want to service to?
Is it an older traditional crowd?
Or is it a younger and contemporary market?
What about the business that makes it unique from the rest?
Who’re the competitors that have a similar target market?
What steps does your client want to take to grow the business?
What’s your client’s company’s history?
Do they have company colors and designs that need to be incorporated into the logo?
The logo will reflect the image they want to project to their potential clients or customers.
5. Badge of Professionalism
All businesses start small, like a mom and pop set-up.
As time passes and the business grows, the company makes changes in its business plan.
The daily operations, cash flow management, and possible location move of the office in a more central area.
But the changes have to extend to the very core of the business.
That’s the business brand of the company that deserves a winning logo.
So, ensure the logo design sends a strong message of professionalism.
It needs to show what the company is all about and what it stands for.
That the logo to be used for the website is catchy but to be taken seriously.
The same logo will be used for the letterhead, calling card, signage, email address, etc.
This must all be uniform and use the same design, colors, and font for consistency.
6. Collaterals and Product Branding
Many businesses today have an aggressive marketing program.
They have events to push their brand of product or service that can reach the target customer.
The marketing campaign can be monthly, quarterly, semi-annual, or once a year.
Logos have functionality when used for marketing collaterals that you see in posters, websites, or giveaways.
This can come in the form of complimentary bookmarks, mugs, water flasks, umbrellas, pens, etc.
Here are some collateral ideas for logo placement on the item.
The business will want to affiliate with another group for events or campaigns that they’d like the company to join.
Organizers will include participating companies that have chosen to be part.
The event organizers will blast the ad page or website all over social media platforms or printed as posters or streamers.
Then, logo acts as a stamp of business presence amongst the many other brands.
They’re recognized either as a sponsor of the event or a supporter.
7. Reliable and Consistent Branding
Customers of any business and all market demographics need to have the trust factor.
They want to be familiar with the brand they use for a service or product they’ll spend.
When customers see the logo and have encountered it before, there’s a pull to use it.
The study shows how customers react to brand loyalty and become repeat customers.
In some instances, there’s an increase of 23% income revenue or an awareness of the brand.
For logo brands that are seen in different social media platforms, it proves presence.
If the customer sees the logo everywhere, it means the company is an active, reliable business.
They’ll conclude that the brand is authentic and can be trusted.
It follows that this company is still doing business; therefore is business reliability is intact.
Thus, the need for an aggressive logo branding that is uniform and consistent.
8. Customer Shout Out
A good logo design can identify the kind of company it is.
It’s essential to think of the design, play of colors, fonts, images, and layout.
The customer with one look can detect if they’re the market the company is trying to reach.
Only by the use of chosen colors and fonts, they’d know what resonates with them.
If the logo is subdued and uses neutral colors, then it’s not for the bold urbanized customer.
If the logo is loud and colorful, then it’s not for the traditional or conservative crowd.
By giving the logo a personality, the company can speak directly to the target customer.
It allows significant savings for company resources in capturing the audience.
That is a win situation because any savings, no matter how small, is less expensive for the business.
Time and effort in attracting the right customer have already been identified and established.
9. Strategic and Focused Marketing on Your Customers
Imagine passing through a billboard in the street.
Or while you are browsing through the directory of a website.
Your healthy instinct is to look for a familiar logo that catches your eye quickly.
If you were to choose what brand to click, it would be what is known to you.
Although website directories have a different marketing formula.
When other brands are grouped, there is very little space allotted to a company.
The logo comes in handy because it screams the brand besides the others.
But for the logo to stand out, negotiate the logo position on the advertising page.
Remember the sweep of the eye movement from left to right in the initial seconds of browsing.
This is an example of a website directory that you can view with multiple brands.
10. Brand Familiarity Earns Loyalty Points
In a regular establishment, loyalty cards are given out to the customers.
Companies offer promos that invite new customers and allow old clients to continue patronage.
A logo is like a big identification card of what the business is.
The more visible the logo, the more familiar to the different markets.
Logo brands are placed in multi-platforms allowing the company name to become recognizable.
When presented with a known versus an unknown brand, the customer will choose what is familiar.
At this point, the company has achieved the first hurdle of consumer acceptance.
It has gotten a farther lead by becoming the first choice of the customer.
Thus, it is now up to the company to earn trust points and solidify the loyalty of the customer.
It also has to prove they will be around for a long time to service future needs.
Convincing A Client To Get A Logo Design
1. Start with a Logo Brief
Before you make the actual logo brief or introduction, do your research first.
You must understand what the business is all about and who you need to meet.
Also, you must have a clear idea of what kind of company you’re making the brand for.
Who are their target markets, and who are their competitors?
What are their short- and long-range plans for the business?
Are they using company colors and fonts that they want to incorporate into the new logo?
Or do they want a revamp to make it look up to date or contemporary?
Listen to the keywords that are used to understand what the culture of the business is all about.
This first meeting is the make or break deal, so make sure you come in prepared.
2. Logo Presentation Must Be Face to Face or Video Chat
There’s a world of difference between an email letter and an interactive meeting.
Push for a face to face meeting or a video chat to get the decision-makers involved and save time.
They may inform you to present options while they provide the colors and fonts.
Or they may take an active role and participate in the creative process.
Either way, a face to face meeting or video chat allows you to get a good pulse of the situation.
Pay attention to how the client reacts so you can make a quick explanation of your presentation.
Being observant and reading a body language, will reveal if the client approves or remains passive with what you presented.
In both cases, you can make an instant decision on how you will handle the situation.
If the client seems unimpressed, say it’s in the initial process and need comments for a second submission.
If the client shows a positive reaction, you’ve been successful in capturing the desired look.
3. Sell the Logo Idea Using a Mood Board
There is a saying that you must sell using the emotions, not the facts or features of a product.
The same emotional rule applies when pitching for a logo design.
A mood board may be considered a traditional tool for design and can pass off as outdated.
Most designers will skip this step during the presentation.
But it’s useful in putting your clients in a positive mood.
The good vibes resurface and allow the presentation to be a fun and exciting meeting.
You save time in getting the client comfortable and have an open mind to listening to your logo design pitch.
Ask the client, “what kind of emotion do you want your customers to feel?”
You can combine and put pictures and illustrations together, so it’s a focused team effort.
The result of going through the mood board allows a smooth flow of ideas in a relaxed atmosphere.
4. Share a Story About the Logo
Presentation of any product or service is always more interesting if you do it in a story form.
Avoid a straight and formal presentation that’s stiff and boring.
You can personify the logo as meeting a person for the first time at a party.
In a crowded area, you meet new people and have to associate a face to a name.
The same goes for a logo in a business with many other options and competitors.
You can start the presentation by going through the history and small bits of information about the company.
Then show how the logo design you’re presenting reflects all those attributes.
If there any issues that the company is going through, you can offer a possible way to help out.
The company can update the brand and make it more relevant to its target customers.
Having a strong brand presence in the market puts the company besides active players in the same field.
5. Prepare Mock-ups With Context
The visual effect of logos in physical items versus a printed picture has a different impact on the client.
Knowing this, it’s advisable to prepare mock-ups during the presentation.
Company logos that you can see, touch, and hold make a strong case for product branding.
These are the printed logos that you put in the different marketing collaterals.
The functionality of the logo becomes real and relevant for the client.
You can show the logo in a complimentary mug, travel flask, tote bag, towel, etc.
You can also use tags attached to a USB, pen, key chain, or bag tag.
It presents the logo in a functional real-world setting that the client can appreciate.
This also shows the client how lasting and effective logo branding is.
That an everyday item such as the giveaway can be brought home by the customer.
6. Logo’s Versatility
Aside from putting the logo on marketing collaterals, there are other ways to use it.
This is where the versatility of the logo design must be applied and made relevant.
When you do the presentation, show the logo in different sizes, colors, and fonts.
Show the logo in a t-shirt and mention that it’s a team-building uniform that solidifies company loyalty.
You can also show the logo as a bumper sticker that you give out in an environmental or community drive as part of your company’s participation.
How about your logo in an umbrella or raincoat during the wet season as your on-going involvement with the community?
Or maybe give out notepads or notebooks with your logo to a school drive that pushes for reading books.
When you use the logo in different scenarios, you make the brand name functional and give it a badge of importance.
This makes the client appreciate the many ways their business branding can be adapted in daily life.
The possibilities are endless with logo branding, and that is the message your client must understand.
7. Customer Reaction to the Logo
At some point, you’ll have to shift the focus of your presentation.
Ask the client to assume that you’re part of their marketing team during the presentation.
Sort of like a role-play wherein they change their mindset for a few minutes during the presentation.
Remind your client that you are talking to their customer and not to them, the company’s executives.
The pitch or angle should focus on the customer and what the company wants to offer them.
To do this, you must study the usual customers and the other sectors the client wants to reach.
You have to consider how the business affects an aspect of a customer’s activity.
The client then sees the presentation from the eyes of their customer.
They can affirm if what the logo is saying is something a customer understands.
Or they can see what area needs revising, so you get the design right.
8. Logo Design Helps the Business
A brand that has a logo design and presented in a professional and organized manner is considered reliable.
Having a logo on your brand allows the business to take on a personality that speaks powerfully to the customer.
With a strong branded logo, the business can use it in multiple marketing platforms and increase its visibility.
Final Thoughts
The enumerated steps can help you on how to sell a logo design to a client.
Follow all these and you will surely make a sale.
Don’t wait for anything else.
Do it now!
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