Begin with a solid positioning statement.
Sometimes new business owners get so excited to have a logo, they commission a designer before they’ve clearly defined the parameters of their business. You may not have a 30-page business plan written, but you must begin with a solid Positioning Statement. In order for your designer to create a custom representation of your brand ideals, you have to know what they are.
Determine your answers to the following questions:
Who do you aim to serve?
Where do they live?
What is your competitive difference?
What is your brand promise — is it memorable and can you own it?
What are your customers’ pain points and how does your business solve them?
What evidence can you offer that supports your solutions?
There may be a hundred exceptions to your rules but try to focus on ideal and specific examples (for example, don’t just aim to serve anyone with a credit card— think of a specific, real person that you are uniquely positioned to serve). Your thoughtful Positioning Statement will help you manifest a compelling picture of your market, how you want people to perceive your brand, and who you want to engage with your brand. It will help you maintain focus and will serve as a guiding force to inform every single marketing decision you will make over the life of your brand. Trust me and work out these pain points as soon as possible at the beginning of your business and when/if you ever decide to pivot. And, if your designer isn’t asking you these questions, consider a more strategic creative partner.