Great or Safe – You Can’t Be Both!

MOUSETRAPI’ve seen several cases lately where graphic designers will gather opinions on Facebook regarding logos they’re designing. I can’t help but think that reflects badly on their brand. The client is retaining them based on their professionalism in the field. I feel letting Facebook friends chose their best says plainly that these designers don’t have the confidence to know what is the best solution. A logo speaks to the face of a brand. It’s not a work of art but a communication vehicle. These designers are doing their clients a disservice.

I believe that a designer who is charge of helping to develop brand images must do so based on the brand and its promise to its marketplace. There are plenty of examples of individuals who believe it’s not a good idea to ask the public for their input. Steve Jobs of Apple was one of these. He absolutely believed he knew what people wanted. Henry Ford had a great quote: “If I had asked them what they wanted they would have said faster horses.” I’ve always said to my clients, “I don’t give you what you like, I give you what you need.”

More times than not crowd sourcing delivers mediocrity. The general public are more likely to choose safe over ground breaking. When you engage the efforts of a professional you put yourself in their hands. If you don’t entirely trust them, then you chose the wrong person. Put your brand into the hands of someone who can really make a difference. The last thing you want is to be is safe. Safe doesn’t stand out from the crowd. If you’re a graphic designer reading this and you enjoy crowd sourcing to make your decisions, maybe it’s time you reconsider your occupation. When you’re designing an image your client is the brand that hired you,not the public. They are there to be inspired by the truly great ones.

We should all strive to one of those.

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Author: Ed Roach (237 Articles)

For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. If you'd like some help in allowing your brand to lead contact me. I've just released my first printed book, "101 Branding Tips - Practical advice for your brand that you can use today." Get your copy from Amazon.com and the Amazon Kindle Bookstore. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com