5 Hidden Benefits of Designing It Yourself

These days, do-it-yourself (DIY) is everywhere, invading industry after industry. So if you're weighing the pros and cons of designing your branding materials yourself instead of hiring a graphic designer, you're not alone. Obviously, you expect to save money as a design-it-yourselfer--and you probably will. But that's just the beginning. There are other DIY advantages that are less well-publicized.

Here are five hidden benefits of employing your creative side and designing your logo:

1. If you're an entrepreneur, your brand is a reflection of your personality, not of someone else's interpretation of it. No one knows your brand like you do. If you hire someone else, be prepared to explain a lot about your brand, including its history, benefits, audience, competition, etc. Some entrepreneurs assume they can't design it themselves because they're "not creative." But if you're an entrepreneur, then by definition you're creative. That's what entrepreneurs do: they create. What's more, DIY websites and software make it easier than ever for entrepreneurs to design customized, professional-grade logos, business cards, websites, signs, brochures and other marketing materials. Many of these technologies are simple, step-by-step guides that allow a novice designer to interject his or her creativity without breaking basic rules of layout--rendering them virtually "foolproof" from a design perspective. Other DIY technologies offer advanced design-it-yourselfers more freedom and flexibility. Choose the style that best fits your experience and comfort level.
2. You'll end up doing the "heavy lifting" anyway. Whether you hire a designer or create it yourself, you must decide what you want to say and how you want to say it. You, not the designer, will be called upon to clarify your ideas and prioritize your messages. I refer to this as the "heavy lifting" because it's actually at the heart of your design. If your strategy and direction aren't solid, the resulting design won't be either. Again, there's probably a lot to understand about your brand. You already know all this; a freelance designer won't.
3. You'll save time. By designing it yourself, you can work on your project at your speed, based on your timetable, at your convenience. The revision process requires no meetings, phone calls or email communication. There's no waiting on someone else's schedule, or hoping they'll hit the mark by a certain date. And time savings equals cost savings.
4. With DIY, functionality usually trumps form, not vice versa. Many designers assume their job is to make your materials look great--not necessarily sell great. (Consider that most graphic design awards are based more on creativity than results.) You don't want mere decoration. Other common mistakes in the graphic design field include making a piece too trendy (so longevity suffers) or "over-designing" it (so sales suffer). I witnessed a good example of "over-design" with a poster advertising a play. It featured ornate graphic elements and vivid illustrations. While visually appealing, good luck finding the performance dates, location or ticket reservation line. This information was crammed at the very bottom of the poster in tiny six-point type. If the producer had designed this piece himself, things most likely would have been different . . . and more tickets would have been sold.
5. Self-sufficiency breeds satisfaction. Receive the satisfaction and actual pleasure that comes from turning your ideas into visual reality. You've customized your project to meet your exact needs. You're bringing your brand to life and sharing it with the world.

At the very least, savvy entrepreneurs should attempt to design their branding materials themselves before taking a more expensive route. Many DIY websites let you sample their technology before spending a dime. What have you got to lose?

John Williams is president and founder of LogoYes.com, the world's first and largest DIY logo website. In his 25 years in advertising, he has created brand standards for Fortune 100 companies like Mitsubishi and won numerous international awards for his design work.

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