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Back in 2016 I could send a client 3 logo files and be done. Now they want a full brand book before they'll even pick a color.
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gavin_mason318h ago
What worked for me was putting a stop to the free spec work. Told clients the full brand book is a paid phase and the logo comes after that once direction is locked. Sounds risky but most of them actually liked having a clear plan and a price for each step. The ones who balked were the ones who were gonna be a pain anyway. You end up with fewer tire kickers and the whole thing takes less back and forth.
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