Sign & Digital Graphics

WRAPS '19

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away, it's probably because they should be giving them away. They're probably worthless to begin with. Once you say design is separate, it sets the tone. Explain the time it takes to do it right. If logos are being developed, they absolutely have to be dealt with as a standalone deliverable. GETTING AHEAD THROUGH DESIGN 14 • WRAPS • 2 0 1 9 sign of weakness; it's smart business. Your brand is for your au- dience who hope to buy from you—not your pals, your family, or anyone else not in your target audience. Design is always separate from print and install. The mo- ment you say design is included with your price is the moment you've just commoditized your deliverable to the consum- er. Now they view that part as unimportant—because it's 'free'. I can assure you that there are plenty of people willing to pay for wrap design by itself. If your competition is giving them

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