Are you stuck? Are you unsure of how your business needs to look visually? Are you constantly afraid of committing to a look, because you don’t know if it feels like you? If you answered yes to those questions, then you are in what I like to call a state of design paralysis – the inability to make decisions about the look and feel of your business.
Now you can get through this, but you should follow these steps:
1. Stay Away from Pinterest
Now I love Pinterest and you can see that I have pinned thousands of images, so it hurts saying this. Right now you are unable to make any decisions about the look of your brand, because you are stuck in a comparison trap. You see all the other entrepreneurs marketing and branding themselves and you want to be like them. Everything they are doing looks perfect. You either begin to have self-doubt or think you need to look exactly like them. This leads right into why you can’t decide about your brand design. Take a step back and remove yourself from sites like Pinterest for a week or two. Then dive deep into your business. Hone in on your goals, your core and what makes you stand out. It is time to focus on just your business not what others are doing.
2. Work with a Designer and Trust the Process
It is scary trusting a designer to visually brand your business. You are afraid that they won’t understand you and end up with a brand design that doesn’t reflect your business at all. Take the time to research and find an experienced designer who has a branding process in place. Make sure their process emphasizes understanding your business before they ever begin to create a logo. All my branding projects start with a Discovery Phase, which solely focuses on understanding your goals, core values, where you see your business in the future and more. There is a comprehensive questionnaire that allows me to get a pretty accurate picture of your business. From there all design decisions reflect and connect back to the heart of your business.
3. Stop Trying to Please Everyone
Hiring a designer is a very important step in helping you through your state of design paralysis, but if you are not honest with yourself and the designer on your goals and your audience than the design is going to fall flat. Great brands attract and repel. You won’t become a great brand if you try to please and attract everyone. Really narrow in on who your ideal audience is, because then you won’t be stuck on what you should look like. You don’t want a generic brand design, you want one that is hand crafted to captivate, engage and appeal to your current and future customers.
4. Commit to a One Design Solution
Now this is the hardest part, especially if you are prone to design paralysis. Find a designer that delivers only one design solution. This option will make you nervous, but it will ultimately be the best approach for you.
Why is this the best for you? When you are given multiple design solutions, you tend to pick your favorite instead of focusing on if the concept reflects your core. In other cases, you end up wanting to combine two different concepts, which is even worse because you will end up with a diluted brand design strategy. The whole reasoning behind a one design solution approach goes back to the fact that your brand design should start with research and strategy not design. Every design decision will be based on the findings in a Discovery Phase. This one design solution works, because you aren’t distracted by all the different options. Remember to trust your designer, they will be working behind the scenes on exploring different options but they will only show you the best one that truly reflects who you are as a brand. By trusting their design expertise and process you will end up with a brand design that is the right solution, one that you are proud of and one that you are excited to show off.
5. Staying Consistent
Now that you have a cohesive brand design, make sure to stick with it or you’ll be back to your old design paralysis habits. Your brand design should include a brand style guide which will help you maintain brand consistency moving forward. The guide should outline how to use your logos, what your brand colors are and more. If the brand package doesn’t include collateral, I suggest investing in branded templates and brand materials. These templates, especially templates for social media, will allow you to simply fill in your content and not have to worry about making sure your brand design is staying consistent. Like I always say, brand consistency is one of the most important things about your brand design, because consistency equals recognition. If your customers recognize you, if they trust you and if they feel like you are dependable then they will be a fan for life. And a good brand design makes you recognizable, more dependable and most of all it builds trust.
Are you stuck in a design paralysis? Let’s chat and figure out ways you can move forward and not feel stressed about your brand design.