5 Crucial Steps on how to charge more for a logo

All the advice I’ve summarised here is stolen from Chris Do’s incredible advice on The Futur channel. If you have bothered to click on this article, you are clearly interested in how to earn more as a graphic designer – Chris covers this and plenty of other valuable topics in this episode so do give it a watch! If you don’t have time, give the following points a go to improve your chances of charging more.

1) Raise your profile

Although this is sounds like a sickening, cliched piece of advice from some slimy marketing consultant, it is worth listening to. No one is going to hire you (other than your mum’s mate) if they don’t know you exist. So, Chris Do advises featuring on traditional media and modern media, if you can.

Modern media includes blogs, online magazines, social media while traditional media includes books, magazines and entering established competitions. I know that all sounds overwhelming but if you start a blog, things will snowball.

If you write a blog post every day for a year, you could turn all those blog posts in to a 365 page book… If you start a blog, you show expertise and so clients are more likely to hire you… If that happens, you are more likely to be invited to enter competitions, or be voted to win competitions… You see where I’m going with this. There is a snowball effect when you raise your profile and then you will have greater authority to ask for more money when a client asks you for your work.

2) Have a great website

Chris Do says that if you want to attract cheap clients, make a cheap website. If you’re website has glitches, spelling mistakes and missing links, you are sure to struggle to get clients. Make the website you would want to go on if you were hiring someone for work. Believe it or not, your website should be a barrier of entry for low paying clients. You want clients to contact you and say ‘you may be too expensive for us but…’

Nb. People who are offended by your price are not the clients you want to work with.

3) Testimonials from clients

Every time you do work for a client, ask them for a testimonial. It is easy to do and very little effort for your client. They should be happy to oblige if you have done a good job! If you have recognisable clients, put their logo on your website! Recognisable names will provide social proof for other people to say ‘If this person is working with x, they must be good.’

4) Great case studies

If you’re a graphic designer, there is no excuse (other than laziness) for not presenting beautiful work. That is your job. Explain your process, why you made the decisions you made, how you did extra for your client. All of this not only shows off your work, but intimately shows how you wanted to get results for your client because of specific decisions you made with them.

5) Large body of work

You can’t say you have been working for 10 years if you haven’t, but you can show your prolific work ethic through the quantity of quality work you have produced. This is crucial to persuading your potential client that you have enough experience to assure them of the logo they want. You want your client to say ‘I like this logo and want something similar,’ when looking at your body of work. Make it easy for them to choose you.

If you can truly say that you have made an effort with these 5 summary points, you will be able to simply charge more for a logo.

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