The "Pre-Design" Checklist: 5 Things You Need Before We Start

I love the energy of a new business owner. You have a name, you have a vision, and you naturally want to see the logo now.

But sometimes, the kindest thing I can do is suggest hitting the "pause" button.

Hiring a brand designer before your business foundations are solid is a bit like painting a car that doesn't have an engine yet. It might look beautiful, but it won't take you where you need to go.

Before you invest your hard-earned capital into a branding or a rebrand, let's make sure you can tick these 5 boxes. This ensures you get the absolute best return on your investment.

1. You are 100% clear on what you are selling.

It sounds simple, but business models evolve fast in the early days! Are you selling a product? A service? A course? If you are still pivoting between "maybe consulting" and "maybe selling candles," hold off on the design. Let’s wait until the offer is locked in.

2. You know exactly who you are selling to.

"Everyone" is a tough target to hit. A design for "women aged 20-50" looks very generic. But a design for "corporate mums in Melbourne who value sustainability" has a clear, sharp aesthetic. The more specific you can be, the harder your brand will work for you.

3. You have a realistic Launch Date.

Great design needs a little breathing room. A typical branding project takes 4–8 weeks to get right. If you need to launch next Tuesday, a custom design might be overkill right now, a template is likely your best friend!

4. You have a budget you are comfortable with.

Branding is an investment, but it shouldn't cause you financial stress. If a custom brand feels like a financial stretch right now, there is zero shame in starting with a clean DIY logo. It’s better to wait and do it properly later than to stress yourself out now.

5. You have all the decision-makers in the room.

If you have a business partner, a silent investor, or a partner who needs to sign off on the new look, they need to be involved from the very first call. It keeps the process smooth and ensures we don't get to the finish line only to hear, "Actually, my investor hates green." ☹

So, are you ready to go? If you have these foundations sorted, then you are ready for the magic part. Let’s chat about bringing your vision to life.