Why Your Logo & Web Designer Gets It Wrong

Were you expecting a funky logo and an incredible website, only to find out the designs you were given don’t look anything like what you had in mind?

Are your closest friends sending you endless emails on what you “should have done” to get a better-looking logo and website?

Here’s where it all went wrong.

If you’re a business owner or a start up looking for a new logo or web design for your brand, the first thing you do is approach a graphics design agency and ask them to deliver something special. While this approach makes complete sense, it can end up in a world of pain – for you and your designer.

That’s because you need to be able to answer these 5 questions before you can start working with your designer. Trust me – it will save you time, money and a good deal of frustration.

  1. What does your brand stand for?
  2. What’s the ‘personality’ of your brand?
  3. How is it unique from your competitors?
  4. What is the Purpose of your brand?
    i.e. Why does it exist?
  5. What’s your Brand’s Mission?
    i.e. What is it here to do for you, your company, and your customers?

 If you don’t answer these questions and give this to your logo designer and website developers, they can’t give you what you want.

I have seen this happen many times in my 30+ years in marketing and branding. Without understanding this vital information, the designer has to try and guess at what the customer wants.

This can end in frustration – both for the client and the logo designers and website developers.

It can lead to a series of failed attempts at getting the design right. It often ends in the design agency being fired and a new one being employed – which obviously wastes time and money – and can be very stressful.

By defining your Brand Purpose before briefing your design agency you can avoid this trap.

Design agencies absolutely love the information I provide – as it makes it really easy for them to get the design right, first time – because they have all the elements needed to understand how the brand ticks. Many agencies have never seen this strategic approach, which I learned working in global branding for FMCG (Fast Moving Consumer Goods) companies over a period of 15 years, and which I have refined over a further 18 years since starting my own brand consultancy in 2004.

So if you are considering a re-brand of your existing business, or you are planning to launch a new brand, get in touch and let me help your designer get it right for you the first time.

And of course, if you run a logo and/or web design agency, and you’d prefer to avoid the same frustration, time and expense of having to re-do design over and over – let’s chat.

It will save everyone involved a good deal of heart ache, wasted time, and unnecessary expense.



Justin JG Cooper is a Brand Consultant and Purpose Coach, the founder of
Brand Purpose .Co, and the author of Marketing is Dead, Long Live Purposing.