Slowing Down the Design Process
I’ve never been a “fast” designer. I like to take my time and think things out, and I don’t like rushing the process. Now the little voice in my head (hello, imposter syndrome) might tempt me to see this as a bad thing — that I’m wasting time and not being efficient enough.
To be perfectly honest, I used to be self conscious about needing more time. After all, if I design faster I can take on more clients and isn’t that how I make more money and become more successful? Not necessarily.
Embracing Slow
I know other logo and brand designers who turn things around in a matter of a weeks. Meanwhile, my branding process takes at least 3 months. That timeline may sound absurd to clients who want a new brand yesterday, but that’s just a red flag that we’re not a good fit for one another.
The branding process is an amazing journey full of a thousand little decisions and details that make it a success, and in my opinion that just can’t be rushed. Between brand designers there are differences in pricing, experience, approach, timeline, and what’s included. In the end every designer and client needs to figure out what’s right for them.
Just imagine. What if an intentionally slow branding process can actually make the designer more desirable and successful? Here and now, I’d like to make a case for embracing a slower branding process and all its benefits.
What if an intentionally slow branding process can actually make the designer more desirable and successful?
1. More Time to Marinate
The first essential part of my branding process is research and discovery. I take the time to learn as much about my client’s brand vision, dream customers, and goals as possible. I then distill all this information down into our brand strategy, which guides the rest of our work together.
By intentionally creating a longer design process, I leave more time to let this research marinate and hence more time to create a versatile, strategic, and cohesive brand that’s packed with meaningful details. A slower process means more time to research, more time to design the brand, and more time for my client and I to refine it together.
Three months might sound like a long time, but branding is such an immersive experience and my clients have told me they loved the pace of our work together, they loved not feeling rushed, and couldn’t imagine the process going any faster.
2. Digging Deep on Details
Many designers wish they could get clients who want more comprehensive brands and more than “just a logo.” They wish that they could get higher paying clients and not feel so rushed or burnt out. Meanwhile, I’m blessed to have these things because I took a stand on how I work.
My clients sign on for a holistic branding process — crafting a strategically stunning brand together from the ground up. They sign on for in-depth discovery, a flexible brand identity packed with meaningful details, at least three pieces of versatile collateral, and a comprehensive set of brand guidelines that shows them how to use their beautiful new branding.
I’m blessed to have the time and space to dig deep on all these details because I stand firm on my process, my timeline, and the value I deliver to my clients. Having the time and space to make that magic happen makes all the difference.
3. a Luxury Client Experience
While some designers think a longer process could be a deterrent, I actually find it adds to the luxury experience I deliver to my clients. Customers expect to invest more for a luxury product or designer brand. Shouldn’t that same reasoning apply to the brand designers of those luxury brands?
Psychology dictates that when people invest more in something (time or money), they tend to value it more. Since what we’re creating is entirely custom, it makes sense that a bespoke brand identity is worth investing more and waiting a little longer. I also only take on one new branding client at a time, hence my clients know they have my undivided attention during our work together.
The custom nature of my work, the financial investment, the longer timeline, and the fact that I only take on one new brand at once all contribute to the luxury nature and allure of my branding services. So I’m able to charge more and take my time creating my best work for like-minded clients who, in turn, value my services even more.
4. Limited Edition
Working with one new client at a time also means that I work with fewer brands each year, making my time more limited and hence more valuable. With fewer client spots to go around, they also become more desirable. Instead of rushing my work to fit in more clients at once, I find my limited availability is a selling point that adds to the luxury tone of my services.
I’m able to focus on one brand at a time, giving my clients my devoted attention while we make magic together. Meanwhile, I’m able to take my time and let the price of my services reflect the level of attention and intention my clients receive from me during our work together. This way, my clients and I both benefit from embracing slow.
You have all the time you need. You just need to ask for it.
5. Better for Balance
As if the first four selling points weren’t enough, my slower timeline is better for my own work-life balance. By working with fewer clients every year and spacing them out with a generous timeline, I’m able to work less and avoid the “hustle and grind” lifestyle that leads so many of my peers to burnout.
Meanwhile, since my availability is limited and I’m devoting more time to each of my clients, I’m able to charge more for my branding services. Working less while making more sounds pretty nice, doesn’t it? Having more time to do meaningful work for like-minded clients and to also take time away with loved ones is a no-brainer for me.
Slow for the Sake of All
As you can see, working slow isn’t just in my own best interest. It’s for my clients who get my undivided attention during their luxury branding experience, and it’s also for my loved ones as I’m able to work less and be fully present in my personal life.
Selling a slower design process where I have time to focus on all those meaningful details has also rewarded me with the time to be there for life’s most precious and meaningful moments. Remember, you have all the time you need. You just need to ask for it.
Note: For designers interested in stepping into their power through their own branding process, stay tuned for the launch of my Balanced Branding course. Cheers!
