December 30, 2018
December 30, 2018


So you need (or needed) a new brand for your startup or a rebrand for your company, and while you were finding a service provider you got a bunch of quotes and all sorts of different information. What did you consider when you chose somebody to design your brand? And in fact, what do you consider when using a company to manage your brand?

Cost? That’s usually a biggy. Experience? Important, but less big. Portfolio? Everybody likes a good portfolio. But I bet that you didn’t go deeper. Do they understand how colours can influence a viewer’s mood? Do they know how people may perceive an abstract shape? Did they think about whether your logo could be used very large (like, billboard size) – or very tiny (like, on a pen)?

I’m willing to bet that you didn’t really think about that last point. And it’s not your fault. You probably don’t know that much about marketing or branding, so why would you know to think about these things?

Well, I have a secret for you. There’s one thing that tells you all about this without ever needing to know more. Price. If you haven’t yet (and you have a few months to spare), you should probably read any of Ayn Rand’s books. Money is the physical measure of the value of a product or service. It’s objective. That’s why, when you look for a new car, you’re unlikely to consider a car that’s selling for GHC5,000. Because you know that it will never drive, and the only thing that told you this is the cost.

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