“Getting a logo online is so much cheaper!.” (AKA: I’m going with Fiverr/Elance/99designs, etc.”)
Cost is always a hot button for people, and there’s nothing wrong with wanting to save money. Some companies end up with fantastic results from whichever online service they’ve used. That’s not always the case: most often, you get what you pay for.
One detriment to branding with an online service is that they generally don’t take the business as a whole into consideration. They’re not going to ask the questions to figure out who your business is, what separates it from your competitors, and who your clients are (among other questions!). These questions are key to getting a design that attracts your key market instead of just a logo that looks good.
Another problem is the lack of communication. I’m available to chat if you have problems, questions, or concerns with drafts and concepts. Most logo services are harder to communicate with.
This particular objection is very closely tied in with:
“My brother’s sister-in-law can do it for free.” (AKA: Keeping it in the family.”)
While free is good for your business’s pocketbook right now, do you have time to work with your relative’s (or friend’s) schedule? Do you feel comfortable telling your family or friends that you’re not happy with their work? (It’s a double-whammy of “hard to reject” going on: family and free!)
Sometimes, if someone is doing your design as a favour, you have to work within their schedule. It might take longer, since you’re not their priority and they don’t necessarily have a reason to do their best work (besides facing you at the next family reunion, of course!). Getting a design right takes time and many iterations.
If you’re not able to tell your designer that you don’t like the ideas they’ve come up with, then you won’t get the best outcome. Design is really a 2-way process.