The "Need Approach" and why I don't apply it to my business

A common sales tactic that has been used for far too long (IMO) is what I call the "need approach," (not an official term, so don't come at me). Putting it simply: a business or individual sells you on a product or service by convincing you that you need it. It's highly effective because we're more likely to take action on something we need over something we can do without.

So with that, let me be clear on something: I'm well aware—and you should be, too—that what I offer is a luxury, not a necessity. But how do I know you don't need professional design to be successful? Because of all the successful businesses out there without professional design (or even terrible design). 🤷‍♀️ Does it mean that your business won't benefit from professional strategy and creative? Not at all. But it means that this universal "need" others are trying to sell you on simply isn't there.

Now, before any designers' ears start steaming because I just said that, there's an important distinction.

Need vs. Benefit

Here's what it boils down to from my perspective: I don't believe every business needs custom, but I do believe every business could benefit from it. And it's important that you, as a business owner, hear that in your search for a solution. You can absolutely DIY your strategy, brand identity, website, collateral, social graphics—everything—with success. Especially with the tools available today, most of those things are at your fingertips at a fraction of the cost of a custom project with a professional designer.

Is it always in your best interest? It's not, but for so many small business owners, that's what's feasible and THAT'S OKAY.

So Who Needs What?

Before I continue, please know these are not going to cover every single scenario out there. In the end, you can only do what you believe is best for your business and your budget.

DIY or Low-Cost

I just did a quick Google search and asked, "Who should DIY their logo?" The resounding answer was, "No one." Listen. I get why that's the go-to answer by professionals. DIY is not likely to serve you in the long run, but I don't totally agree with the, "no one," response.

I find that DIY or low-cost brand kits are best if you are just starting out. These are particularly good for people who are starting a business from a hobby. You don't know exactly what you're creating yet from a business perspective, but you're dipping your toes and seeing where it takes you. The main point here: a level of uncertainty. We all go in feeling uncertain, but if you feel like you're just "testing the waters," don't go investing thousands of dollars into a custom brand unless you have the budget to do so.

But here's the caveat: most people will be able to tell you DIY'ed or spent little on your logo. I see this as a temporary solution for your business. As soon as you're able to invest, it's only going to be in your best interest to do so.

Custom

When should you invest in custom design? Well, when you are ready to take your business to the next level and can afford to work with a quality designer you can trust. If you've gone the DIY route and are ready to take the next step and really grow your business, that is the perfect time to go custom. Why?

Because you know your business now. You know what you've created, what you want for your future, and who you're doing it for. You know what has worked and—more importantly—what hasn't. You have the opposite of that uncertainty: now you have clarity. And it's time to invest in that clarity.

What about a Middle Ground?

So what happens when you want more than DIY, but still aren't able to invest in fully custom? Well, that's where those little semi-custom beauties come in. I, as well as many other professional designers, offer what are call semi-custom brand suites—or kits. They start with a base design for a logo family, color palette, and other design elements, that are then customized professionally to work for your business. Every designer handles their kits differently, but that's the gist.

Truth is, I felt the gap between DIY and quality custom felt too big and I disliked the "all or nothing" approach. Some designers dislike semi-custom options (and to be fair, there are some I dislike as well), but I knew I could craft my offer in a way that felt right for my clients and respected the industry.

The takeaway

I'll be honest: custom would always be my recommendation if the budget was always there. But it's not. I know from personal experience it's not. And it's incredibly frustrating to be told you need something in order to be successful, especially when that something comes with a hefty price tag.

In the end, you need to do what's best for your business within your means. I'm here today to tell you to have confidence in that. If that means fully custom everything, amazing. If it means semi-custom, perfect. If it means DIY, get it. Allow professionals to share the value of what they have to offer and consider what is best for your business's future, but don't let solutions presented as a "need" corner you.