So you got a logo on Fiverr, 99 designs, or another budget friendly site. But you're not exactly head over heels with the results. It's easy to sum it up into "you get what you pay for" (which is true) but there are other more specific reasons why sites like Fiverr don't work well for logo and branding design.
1. Fiverr designers aren't really designers, they are order takers. While you may pay an experienced, professional designer to deliver a logo, (the deliverable) you are actually paying them to think. Using information like demographic, niche, customer profile and exporting that into something intangible (the look and feel, a visual icon that "feels right") takes an incredible amount of intellectual and creative energy. It's also very customized. And because Fiverr designers earn the most money from doing a high volume of simplified work, they need clients to already know exactly what they want when they begin work (in northern words, "take your order" and deliver it.They aren't likely to add their own creative flair, push boundaries or think outside the box. They probably won't present you with ideas you haven't yet thought of to get an amazing result. The designing is actually on you. A designers expertise is supposed to be able to make decisions, recommendations, and see past the blind spots that you, as the client, cannot. They should also be able to diagnose your problem (branding/design) and offer a solution, not the other way around. (Thats like going to see a doctor about a medical issue, only to find they are looking to you to tell them how to treat it!) And if you're going just going to be the designer anyway, why are you hiring them?
2. You don't have the language to fix what you don't like in revisions. As I mentioned before, you're probably not a professional designer or branding expert (duh, that's why you wanted to hire one) So when you're disappointed in the first draft, you likely won't have the proper design language (what is "kerning" anyway?) to know why you don't like a presented logo or how to articulate what changes you may need. You don't have a creative expert who will know what you mean by "classy" or "approachable" (or "kinda like this...but also like this, but different") and how to bring that to life using just visual elements. Because designers are experienced in visual language, you don't have to know exactly how to describe it or make it happen in a technical way, but they will still be able to execute that "you hit the nail on the head!" feeling. With Fiverr-like designers, you'll often find yourself feeling meh about your finished logo, yet saying "it's good enough" to avoid frustration.
3. It's not unique to you or your brand. Often Fiverr designers use "one size fits all" templates in order to output work quickly , and simply substitute your business text or preferred colors. You end up having the same logo as possibly thousands of other people and rather than standing out, and attracting those perfect customers that understand exactly what you stand for, you get lost in the sea of other brands.
4. It is just a logo. Usually inexpensive logos don't come with other crucial aspects of a brand identity (color palette, fonts, graphic elements, messaging, and strategy.) It's important to remember than a brand isn't just a logo. It's the entire perception people have of your company, product, or service. It's how they feel about you and how they would "sum you up" to a friend. This is only properly done when has enough information about the business, their goals, their ideal customers, their values, and story. Branding then give a clear path to design solutions that communicate these things, which cannot merely be summed up in one single icon.
5. You didn't enjoy the process. One last reason clients are often dissatisfied with Fiverr and other commodity design sites, is the lack of collaborative experience in actually building your brand. They may find it disorganized, impersonal and confusing. They may feel "like a number" rather than a unique business with its own unique challenges. They also don't have anyone to bounce ideas off of, ask in-depth questions to, to voice concerns, or even to cheer them on. After all, branding is an emotional experience too, because it's connected to something you have put blood, sweat, and tears into.