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How to Prepare Before Hiring a Designer
for Your Logo or Branding

By Sonia Côté Mar 15, 2025

Starting a new business — or planning a rebrand — is both exciting and a little overwhelming. Your brand image plays a key role in how your business is perceived, helping build trust, attract the right customers, and generate new leads. While branding alone does not guarantee success, it is one of the most important first steps toward creating a strong and professional presence.

During this stage, there are many decisions to make, and expenses can add up quickly. The good news is that with a bit of planning and thoughtful choices, you can build a brand identity that supports your goals, stays within budget, and sets your business up for long-term success.

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So what can you do to prepare?


Define Your Brand Foundation

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- Who Are You? (Brand Personality)

Choose 3–5 adjectives that define your design persona.

Examples: Minimalist, bold, playful, elegant, strategic, rebellious, modern, vintage

Question: What vibe or feeling do you want clients to get when they see your brand?

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- Who Do You Serve? (Target Audience/Niche)

Who are the people you want to attract ?

You can break it down by :

Examples: gender, age groups, habits, beliefs , living area, physical attributes…

Question: Who do you love working with, and what problems do you solve for them?

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- What Makes You Different? (Unique Value Proposition)

What can clients expect from you that they don’t get from others?

Examples: industry knowledge, best prices, fast turnaround, unique style, friendly service, tidiness...

Question: Why would clients choose me over the next company ?


Creating Your Visual Identity

Now that we’ve defined who you are, who you serve, and what your business stands for, it’s time to bring everything together.

At this stage, it’s normal to wonder: Should my brand reflect my personal taste and personality? The answer is both yes and no. Yes, because your business often reflects your values and vision. But also no — because you are probably not your own target audience.

The goal is to create a brand that stays true to you while speaking clearly to the people you want to attract. Finding that balance helps build a brand that feels authentic, professional, and effective.

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Select a few images, at least 2-3. Try to express in words what you like about them and how you relate to them. Sometimes it’s easier to show than to tell. This may fell like homework but enjoy the process, after all this will save a lot of the guessing game.

It’s important to remember that this is only a starting point. The colors, typography, and visual elements of your brand will be chosen with your target audience in mind, using color and font psychology to create the right look, feel, and emotional connection.

Last words

In conclusion, taking the time to define your brand will greatly improve the quality and impact of your branding. It helps you stand out in the right way and creates a clearer, more professional image. Most importantly, this process also encourages meaningful reflection on the direction and future of your business.

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