Product or Commodity?
Are you McDonalds? Bk? or Alessandros?
As graphic designers, brand strategists, brand identity designers - IMO we should be packaging and productizing our work as much as possible.
BUT.
Its a fine line between creating a product.
And creating a commodity.
A commodity is a bit like McDonalds.
You could get a cheeseburger from McDonalds, but look if BK had a new special combo you might go there right?
Maybe even that delicious scent of KFC wafting in your car window would lure you away to get a Chicken and Bacon burger instead (extra seasoning on the fries of course).
A unique product on the other hand would be like going to your local Italian restaurant, getting that special vegan pizza with no nuts (you're allergic) extra spinach (good to keep you regular) and that lovely fake salami that the chef recently recommended.
They remember your order, treat you like a friend, and advise you on what to try next.
Now which of those would be more valuable to you?
Which would you spend more money on?
Generic deflated burger full of trans fat?
Vegan pizza, customized to your liking by your favorite pizza chef?
They are both 'products' with set price points but one seems more bespoke, one seems more like it was tailored just for you.
One seems more valuable right?
We need to walk this line when selling our brand identity systems.
If we advertise our prices, drop our prices, scale back offers, undercut other designers, advertise specials, let the client call the shots - do you think think that positions you as a...
A) Consultant offering a bespoke solution to you client based on your years of experience and knowledge?
B) A designer selling a commodity, a pair of hands for the client, a 'have to have' not a want to have?
IMO we need to make our services 'productized' and position ourselves as a unique solution.
Not the next person selling a <$1000 logo package.
If we can do that, we are making great steps to move towards creating real value and moving away from 'all I want is a logo’.
