“We Don’t Need a Designer Right Now”: The Hidden Cost of Ignoring Branding
As a designer who’s heard the words 'we don’t need a designer right now' more times than I can count, I wanted to unpack what’s going on beneath that sentence.
It’s a phrase designers hear all too often:
“Design isn’t a priority right now; we just need to get things done.”
But behind that sentence is a deeper set of beliefs and business behaviours that often lead to missed opportunities, inconsistent messaging, and a constant loop of patchwork branding.
This post is for two people:
Designers are wondering why businesses aren’t hiring or maintaining design consistency
Business owners who feel branding is a “nice-to-have” rather than a necessity
So here's the real reason businesses resist—and what it’s costing them.
Common Beliefs That Hold Businesses Back
Business owners aren’t being lazy or anti-design. Their objections often sound reasonable on the surface:
“We just need to launch. Branding can come later.”
“Good design is expensive.”
“No one gets my vision like I do.”
“We’re growing fine without it.”
“It’s just a logo—it doesn’t affect sales.”
But here’s what’s going on beneath those statements:
Fear of wasted money
Burnout from poor design experiences
Underestimating branding’s role in growth
Overwhelm and decision fatigue
Designers: this is where your approach matters. It’s not just about having a good portfolio. It’s about bridging the gap between your creative strengths and their business goals
What Business Owners Need to Understand
Design isn’t decoration, it’s business infrastructure
Branding isn’t just a logo (sorry for cliché). It’s what your customers feel every time they interact with you—on your site, in your emails, through your tone of voice. Inconsistent branding leads to mistrust, confusion, and lost sales.
You're already paying for bad design
Patchy Canva posts, off-brand packaging, and unclear messaging don’t just look bad—they cost you customers. DIYing your design might feel cheaper now, but it’s expensive in lost opportunity.
Good design builds trust, fast
In a noisy market, buyers make snap judgments. Consistent, strategic branding helps your business look credible, premium, and professional—even if you're starting.
You don’t have to go all in at once
Design can scale with you. Start small with a brand kit, mood board, or simple style guide. A good designer will build in phases and help your brand evolve with your business.
What Designers Can Do to Win Business
Designers: if you’re struggling to get hired or retain clients, here’s how to shift your approach:
Talk in outcomes, not aesthetics
Clients want results—sales, conversions, loyalty. Frame your design work around those outcomes. Show how good branding creates growth.
Address their fears directly
Have they been burned before? Acknowledge it. Build trust through transparent processes, early mockups, and a strong onboarding experience. Make it easy for them to say yes.
Offer flexible, tiered packages
Meet them where they are. Entry-level branding kits, monthly design support, or one-off strategy sessions can open the door to bigger work later.
Educate, don’t intimidate
Break down branding concepts in simple, real-world terms. Use analogies, infographics, or short videos to help clients understand why it matters.
Simple Shifts That Build Long-Term Design Relationships
Business owners often do want good design, but they don’t know how to access it without risk, cost, or confusion.
Here’s how to make it easier for both sides:
Pilot Projects: “Let’s try a 2-week sprint and see what we learn.”
Clear Deliverables: “You’ll know exactly what’s coming, and when.”
Ongoing Support: “Branding isn’t one-and-done—I’ll help you maintain it over time.”
Vision Alignment: “Let’s start with a discovery session to unpack your goals.”
Final Word
Designers: Your job isn’t just to make things look good, it’s to help businesses communicate better, build trust faster, and grow with confidence.
Business owners: Design isn’t a luxury. It’s a multiplier.
And the sooner you invest in consistent, strategic branding, the sooner your customers will trust and choose you.
