DIY (Do It Yourself) or DFY (Done for You)?
When it comes to creating and maintaining your brand, it’s important to decide what you value. Are you the type that wants to be hands-on and knee-deep in the creative process? Or do you like the idea of passing off tasks to an expert and knowing you’ll get something excellent in return?
Our clients come from an array of industries, stages of business development, and budget levels and we frequently hear you (whether explicitly or implicitly) balancing these questions. Put simply, is it better to try to do something yourself or have it done for you? What is the difference between the two options and when is a good time to invest in each (because, spoiler, both are an investment)? Let’s break this down.
Done For You
BENEFITS
Done for you (obviously) - say hello to more time for you!
Excellence in craft and high quality. By choosing to outsource, you should feel confident the person or team you are hiring knows more than you because it’s their speciality.
Attention and energy capacity. Even if you have general knowledge about how to do “x” or “y” tasks, you keep track of a lot in your head and we get it: sometimes you just need to prioritize what only you can do and let someone else take care of the rest.
Outside perspective. Often someone who isn’t in the vortex of your brand and sees things differently and more objectively. This can be wildly helpful in reaching your target audience, who also isn’t “in” your brand.
General efficiency. If you’re hiring an expert to complete the job, you can bank on the fact they can do it faster than you can. Is this a time to teach yourself a new software or trust someone who has already mastered it?
COSTS
Cost, go figure. You pay someone to do what you cannot or do not want to. However, don’t assume that doing it yourself is “free.” Consider the cost of your own labor and effort as well.
Trust. We thank our clients again and again for your trust in us. We know it takes tremendous effort to hand over the brand you’ve worked so hard to envision and let someone else bring it to life.
Limitations in process. By nature of giving the task at hand to someone else, you are also indicating they have control of the process. Always expect to get a clear timeline and deliverables (if this isn’t offered, perhaps pause before booking). Then be prepared to be led, even if the process feels slightly different from what you imagined.
When is DFY a good investment?
If you crave strategy, longevity, and to be led through a process that you don’t have to make up yourself.
If you’re dropping balls, unable to complete tasks, losing sleep, and/or feeling generally scattered and overwhelmed in your work. This is what we call “calling in backup.”
If you’ve given ample thought to your brand and presence and know you’re ready for a pivot, but you are aware enough to know that you probably can’t spearhead that yourself.
If you have some income in the wings that can help cover the expense. It is an investment, meaning, if done well, you should be able to yield a return. That said, be ready to pay upfront for this return.
If the time and energy it would take you would actually outweigh the sticker price of just paying to get it done right the first time.
Friendly Warnings
We’re on your team and we’re not here to lead you into something you aren’t ready for. Here are a few things we kindly, though firmly, do not recommend:
Creating your own logo, especially if you hope to create future collateral out of it. Logos are tough and come with specialized training in branding, brand families, and printing. While a simple monogram might look nice on your Instagram, don’t assume that it will work well on a full-blown website or business card.
Trying different aesthetics before landing on one. While experimentation can be fun, when you launch a brand you want it to feel recognizable and consistent. Make sure you have a clear look and intention, even if it’s simple, before diving in too deep!
Be sure you’re using exclusively high resolution photos on your website or social media. For web purposes specifically, this often excludes most photos taken on a mobile device. In other words, unless you have your own photo equipment and editing software, hiring a photographer is usually a wise investment.
And our one, final, flag-waving piece of advice would be this: don’t put the cart before the horse. When you set out on a branding journey, you dream of all of the wonderful marketing, media, and merchandise that can ensue. And dream you should! We want you to feel energized by the future of your brand.
Yet two of the things we value most at Averson is process and pace. Process implies that there is a correct order to various tasks; starting a brand without a strategy is tough; creating a website without a brand is a huge challenge; writing social media captions and marketing emails without a plan feels nebulous. Be okay with being where you are on the journey right now. If you’re patient and dedicated to each step, we promise you, the rest can and will come. And moreover, it will feel more rewarding and less overwhelming when you get there.
Looking for the basics?
If you find yourself weighing the two approaches explained above and feel totally stuck, we might have something that can help. Averson’s Brand Starter Kit (BSK) offers a framework and foundation for getting your brand up and running with some extra guidance while allowing you freedom and creativity to grow it yourself over the coming years. It’s an ideal starting place for anyone who is curious about branding and would like some professional insight, but without the exorbitant cost of a custom brand.
