Semi-Custom Vs. Custom Brand Package: How To Decide Which One Is Right For You
I’ll admit it. I used to be a bit of a stickler. I thought semi-custom or premade brands were not anywhere near the quality of the custom brand you could get when working with a designer.
And although (in my opinion) this was more true around the time I began my career back in 2010, the landscape around brand design has definitely shifted.
There are a few things to consider when looking to purchase a semi-custom brand rather than a custom one (keep reading for more on that), however, the semi-custom brand option has become somewhat of a staple of any great designer that wants to diversify their clientele and offer more affordable options.
And to be clear, purchasing a random $50 logo in just a few clicks is not what I’m talking about.
I’m talking about high-quality designers that offer both custom and semi-custom brand identity packages.
After all, your brand identity isn’t just a random image.
It’s an expertly curated work of art that portrays what you do or sell. It’s your brand identity. And that is, in a nutshell, why a custom brand package can cost thousands of dollars.
As a designer, I want everyone to see the value in the price. But at the same time, as someone trying to grow my own business, I know that every little penny spent adds up, and sometimes a brand identity isn’t the first thing you need to spend those pennies on.
I think that’s why semi-custom or premade brands have become more popular – but also, more refined.
Different package options can appeal to many, and still offer a great product at an incredible value.
Rather than settling for something that’s not really what you want due to budget, time – you name it – you can choose a semi-custom brand package that is both beautiful and strategic, as if it really was made just for you.
Custom logo packages are definitely worth the price, and working with a designer to get the package of your dreams is very worth it… but not everyone with a business can immediately invest in a custom branding package.
So what is the difference between a semi-custom and a custom brand package? Are they equal? Is one better than the other?
These are common questions I’ve heard, so we’ll dive into the differences between the two.
I’ll answer questions you might have, talk about some stigmas surrounding the options, and then help you decide which is best for your business right now.
>>> Need help figuring out what brand package is right for you? Want to know how to set your budget? Get the Brand Package Budget Builder to make sure you’re on top of things!<<<
What is a custom brand?
A custom brand is created completely from scratch by your designer. There is nothing cookie-cutter about it, and it’s unique to you.
With a custom brand, you work with your designer from start to finish, and have the ability to give your feedback every step of the way. You get the opportunity to create something for your brand, with only your brand in mind.
This option takes a decent amount of time to develop, and it usually has a more in-depth ideation and brainstorming process over that of a premade brand.
Your designer will ask you a good amount of questions and get to know your company and the products or services you sell, in order to create an identity that you love and your audience can’t forget. There are no limits (other than a budget!), and the possibilities are wide open. This appeals to a lot of business owners, and it’s what most would say is the dream to be able to do for their brand.
The main difference between a semi-custom and custom brand is that you will only be able to customize certain things within the semi-custom package. With a great designer and a great package, though, you shouldn’t be able to tell that you’re using a semi-custom brand identity.
What is a semi-custom brand?
A semi-custom or premade brand is an already-established brand. The bulk of it has already been created, and the package generally includes a set of items that you’re able to tweak. Packages vary from designer to designer, and your options for customization will depend on who you’re going to work with and the options available.
You might answer a series of questions, or fill out a brand questionnaire, and then have the ability to customize things like the business name, tagline, and color palette (for example).
The package might also have additional options such as choice of fonts, and customizing the look of your secondary logo or submark. The finished product should also include a Style Guide to help you implement your new brand across your business and marketing assets.
Limited Edition
In my opinion, semi-custom brands should be limited (meaning only a few are sold), to reduce the availability and possibility of your brand looking too similar to another.
Limited edition ensures you get a gorgeous package at a “does it really only cost that?” price, but it also keeps time spent compared to a custom brand lower for the designer, too. It’s a win-win.
This is why semi-custom brands can be a more cost-effective option: it cuts down on hours spent designing a completely custom package for the designer, making it a more cost-effective option for the client.
It doesn’t mean you won’t get an amazing product or that your logo package isn’t high quality.
A semi-custom brand package is an option with more value for the client and the designer, while still providing the client with a somewhat customizable experience.
It’s easier now more than ever to get a brand identity that you love, and get it sooner rather than later, for a fraction of the cost of custom.
Everyone should feel like their branding is their own, which is why I try to create ways to customize a DWC Semi-Custom Brand in a way that makes it look and feel like a completely different brand compared to another that bought the same package.
Find the right package for you, and you can make it your own – even the smallest of tweaks can make a huge difference!
Take the following brands, for example:
These are from the same Semi-Custom Brand in the DWC Shop, called “Hill”!
BUT, they look different because of the customizations.
They each use a different name and tagline, different color palette, different imagery, etc. Customizations make each brand look unique, even if they are using the same “template” to start.
Rapid-Fire Questions About Semi-Custom Vs. Custom Brands
- Semi-custom brands are not unique enough for me. With the right designer and package options available that fit your needs, this should not be an issue.
- It’s not going to be unique like a custom brand would be. Untrue to a certain extent. You might not be able to get a completely custom graphic with a semi-custom brand, however, you can have a brand that’s unique to you with choices of color, fonts, and even placement of certain elements – again, all depending on the package of choice.
- It’s not going to be mine/own the rights to it like a custom brand would be. With any brand from DWC, you own the rights after purchase and customization. The key word here is customization. The beauty of a semi-custom brand is that you get to purchase, edit and then own those files just like you would for a custom brand.
- It’s too expensive to purchase a brand package, custom or semi-custom or not. I can find stock graphics to purchase that I like just fine, so why spend the extra money? This is a common thought. My advice is to decide what option you *really* want, and then save for it. If it’s not worth it to you to purchase a well-made brand identity package, there are plenty of options just a Google search away. I would never advise a cheap logo, but there are plenty of people that are still okay with purchasing them. If you’re just going through sticker shock, it will pass, I promise!
- Semi-custom brands look great, but they aren’t unique enough for me – but I still can’t afford a custom brand. If a beautiful brand identity package is worth it to you, then just like anything else in your business, save for it!
- It’s intimidating or hard to talk to a designer and convey what you want in a way that they get it and makes sense so that I get the end result/logo/brand package that I really love. Your designer should be your guide during the custom brand identity process. The right one will ask SO MANY questions, and get to the bottom of what you want – and what your audience might be attracted to. For semi-custom brands, this process is a bit easier because you get to look through a shop of options and pick what you like. Then, it’s just a few customizations away from being yours!
How To Choose The Right One For You
STEP 1: KNOW YOUR OPTIONS
Start scouting out different packages and pricing for both semi-custom and custom brand packages. Make a list of things you like, don’t like, and even different options you think you might want – from being able to customize the colors and typography, or maybe you want more options like a couple of graphic patterns to go with your package.
Maybe there are some options you just haven’t considered when it comes to custom and semi-custom brands. Consider any add-ons you could do without, or some that you would love to have as a part of your package.
Write down your must-haves, your non-negotiables, as well as the things that might be nice, but aren’t necessarily a deal breaker.
Be sure to keep track of ballpark pricing for each option, too, because you’ll need some numbers as we move on to Step 2.
STEP 2: KNOW YOUR BUDGET
After you’ve done some research for options and pricing, and you know rough numbers of what it might cost to get your brand package in-hand, begin to create a budget for yourself. Include the average rate for a custom package, and a semi-custom package, and then figure out how much you would like to spend based on those numbers.
Which option is in the cards right now? Is your ideal number anywhere near what it will actually cost? Do you need to wait a bit and save some more to get what you want? Or are you ready to invest now? When you know what each option you’re considering will cost, and what you have budgeted, it will make the decision easier!
STEP 3: MAKE YOUR OWN PROS & CONS LIST
Once you know your options and have your budget written down, the next step is to make a pros and cons list. They really do help!
Ask yourself:
- Which option holds the most value to you right now?
- You may be able to afford a custom brand, but do you really want to invest in it right now?
- If you don’t have the funds right now, are you willing to wait and save up for the custom brand?
- Or, are you ready to hit “GO” now on a semi-custom option?
If you need to stop and save cash for a time, please do! It will be so worth it.
And if you’ve found a premade brand that checks all of the boxes for you, go for it! You really can get a premade brand that is truly unique to you!
There are no wrong answers.
It really comes down to customizable options, their price, and your budget – so do the work in the steps above, and you’re sure to come out with answers for your next steps.
Want to learn more about brand identities? Head here for my hot take on the logo types you really need.
I have some things in the works that maybe just might be related to this post. 😉 Get on the waitlist to be the first to know when I put it in the DWC shop!
PIN IT FOR LATER:
