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Cheap prices bring cheap clients. Here’s how to stop undercharging

Cheap prices bring cheap clients. Here’s how to stop undercharging 1000 714 Gordon Media Company

I can’t count how many times I’ve been on Instagram and found a graphic designer advertising logos for $50 or $100. In this economy? Do you know that companies willingly pay thousands for branding?

No matter the service you provide, positioning yourself as “cheap” means you often attract cheap customers. You find yourself overworking to make a living, but you fear losing business when you raise your prices to reflect your true worth.

When commissioning logo design, no one is just looking for pretty shapes and letters. Your clients want something of value. They want a logo that is not only professional but looks distinct and embodies the personality of the brand.

Being able to communicate value is not only important for designers and other creatives, but for all businesses who sell things.

I’ve been a brand strategist and designer for 10 years. My clients get logos that reflect hours of researching, sketching, and revising to capture their vision thoroughly. I think about how the logo looks on billboards and merchandise. I think about how relevant the logo looks five years from now.

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As a customer, I want the best of the best. Cheap prices tell me you either aren’t putting in much effort to deliver premium results or that you’re overworking yourself and leaving money on the table.

High-ticket businesses focus not on the number of clients but the quality. Imagine making $1,000 from each client rather than $1,000 from 10.

Four reasons you may not make the money you deserve are that you:

  1. Don’t recognize the value you provide
  2. Don’t know how to ask for what you want confidently
  3. Consistently attract low-balling clients
  4. Think being cheap is the only way you can be competitive

Don’t waste your time trying to convince cheap clients of your worth. They are looking for cheap, not value. If you are delivering premium work, charge a premium price.

It’s your responsibility to determine your worth and to find the right clients that recognize it.

If you struggle with any of the four reasons listed here and are ready to position yourself as a high-ticket business, I’m happy to help you. Schedule a call with me here.

Branding more than a logo graphic

Successful branding is more than a logo

Successful branding is more than a logo 800 800 Gordon Media Company

Branding involves much more than putting your logo on a business card or flyer. While logos are important, they represent only a small part of the entire brand. Successful branding is controlling how customers perceive you and finding unique ways to make your products and services more recognizable. If you sell products, your packaging is a part of your brand. Similarly, the design of a restaurant and the visual merchandising in a store both define a brand. As a business, you are responsible for every detail of your customers’ experience and shaping what they think of you.

Design the perfect logo

Logos are crucial, and every business needs a distinct one. Some comprise of graphics, some of text and others as a combination of both. They help customers easily recognize a company on packaging, signage and various marketing collateral. Though logos should be unique, they do not have to be incredibly extravagant or complicated. For example, Apple’s logo is merely a symbol of a bitten apple. Disney’s is only text, but with a trademarked, identifiable font. (Even without showing them here, you can probably envision them.) When creating the “perfect” logo, make sure it is professional, legible and timeless. If your logo involves multiple colors, create a solid-color version for black and white applications. Avoid trademark and copyright issues by researching design ideas and making sure another company doesn’t already protect them. Many businesses hire professionals to create their logos, which is the right decision if you have no idea what you’re doing.

Develop your voice

Branding is more than meets the eye. Another important factor is a distinct and consistent voice. Is your tone bold and witty, or formal and serious? Whatever your voice is, stick with it. Use it consistently, from email marketing to your social media presence. It’s acceptable to mix it up sometimes; you don’t always have to be serious. Do it in a strategic way that remains reflective of the brand and won’t negatively shock your customers. Make it easy to love you. Get personal. Your voice should be welcoming, engaging and trustworthy, thus enhancing customers’ experiences and promoting your products.

Get to know your customers

Your brand doesn’t just shape who your customers are; your customers also shape what your brand is. Knowing your client base helps you better understand how to market to them, as well as help define your brand’s voice. Listen to your customers to know what they want and to augment your products and services. Also, listen to them to learn what they think of your brand as a whole. If we’ve defined branding as strategizing how customers perceive you, it’s imperative to study your results. This approach will help foster brand loyalty and longevity.

Manage your brand

Managing a brand is an ongoing process. As your business grows, your voice may evolve, and your customer base may shift. Still, the goal remains: shaping customers’ feelings about your company. To maintain consistency, create a brand guide to which you and your employees refer. This guide can be used to define appropriate uses of the company’s logo, signature brand colors and even fonts to use on all communications. Update it periodically to address the brand’s evolution and new trends. It’s also beneficial to use social media to monitor what your customers say about you.

Lastly, don’t be afraid to research what your competitors are doing. Study everything from their packaging to how they interact with their customers. Following this method, you can learn what works and why it works. Don’t just stop at designing a beautiful logo. Consider every detail of your brand and plan accordingly. You have the power to design your customers’ experiences.

Why and how to purchase a custom domain for your business

Why and how to purchase a custom domain for your business 800 800 Gordon Media Company

The second you decide on a name for your business, you should purchase the corresponding domain name for your website. Domains are inexpensive, easy to register and one of the simplest ways to brand your business.

What is a domain?

A domain is your address on the web, just like you have an address for your home—for example, The .com is called an extension, and there are hundreds of others to choose from, including but not limited to .net, .org, and .us.

A domain name is not the same as the website

If comparing your domain to your home address, then your website is the actual “home” that your content lives in. To build the website, you have to purchase hosting from a web host. The host provides you space on the web to hold your website files, which can then be viewed by anyone who visits your web address.

So, why should you purchase a domain?

Having a custom domain is one of the simplest and least expensive tools for branding your business. It is a badge of professionalism and says that you are serious. When conducting business, the web address carries much more weight than You can also configure your domain with an email provider to receive messages at an address like rather than

How to buy one

Purchasing a domain through a registrar is a straightforward process. A few popular registrars include Google Domains, GoDaddy, Name Cheap and 1&1. Each registrar has an automated system that tells you the availability of your desired name. Domains are registered in year terms, starting with a minimum of one year. The average costs are $12 to $25 annually.

Protecting your privacy

When purchasing a domain, you are required to provide the registrar with contact information for yourself or your business, including phone number, address, and email. By default, this information will be public in domain databases. However, usually for a small additional cost, registrars offer private registration, which hides this information. Google Domains (my favorite) is one of few to offer free private registration. This service is ideal for preventing spam in your inbox.

A few last tips

A custom domain is an essential step in branding a business. After deciding on a company name, read reviews and research costs to find the best registrar for your needs. When you are finally ready to build your website, again research to find the best host. Many domain registrar companies also offer hosting services, though you do not have to use the same company for both services.

Try to keep your domain name short and memorable. Also, be unique—it will make it easier for customers to find you in search engines. Lastly, make sure no one else has trademarked your business name. An excellent place to begin your search is with the U.S. Patent and Trademark Office, though this should not be the only place you look.