3 better questions to ask than “how much does brand design cost?”
How much does brand design cost?
If you’re seeking to brand or rebrand your business, this will probably be one of your first Google searches as you begin the process of researching the branding process. If not, it’s probably a question on your mind.
However, asking how much brand design costs is like asking, “How much does a car cost?”. The answer is: it depends.
In this post, we’re going to unpack why asking how much branding costs is the wrong way to go about it, and instead dive into the questions you should be asking to determine how much you should expect to invest in branding.
Let’s take a look at the questions you should be asking when wondering how much a brand design investment will cost!
Why “how much does brand design cost” is the wrong question to ask
Asking “How much does brand design cost?” is like asking “How much does a car cost?”.
The answer is: it depends.
I sold my first car, a 15-year-old Honda Accord, for $2000.
I purchased my second car for under $20,000.
I share the road with cars that cost $60,000 and more.
You get the picture. You can buy a car for a few hundred or a few thousand dollars; you can buy one for a hundred thousand dollars. But here’s the catch: which one is expensive?
Pricing is a relative concept. We always value the cost of something in relation to other deciding factors.
For a broke college student, a $2000 car might be expensive. For a global CEO with a roster of clients (or neighbors) to impress, a $60,000 car might be cheap. We weigh costs against values we hold, needs we have, or desires we want: the value we want to receive is always worth something tangible.
Now that we’ve unpacked this analogy with cars, let’s apply it to brand design. Asking for the “average” cost of a brand design is an impossible question, because brand design can range from $200 to $200,000 or $2 million. Google may try to show an average cost, but it’s really going to be an inaccurate picture—just as if you tried to Google how much a car costs.
The cost of branding—similar to our analogy of cars—is going to come down to a relative concept based on your deciding factors.
In the rest of this post, let’s dive into the questions you should be asking instead in order to determine those deciding factors and, yes, arrive at a ballpark budget for how much you should plan to invest in a brand design.
1. What will this brand design do for my business?
The first question to ask is all about understanding the goals and objectives of your desired brand design.
In order to understand the value of your brand design, we need to understand the value of the end results you want it to achieve.
While I always ask my clients for a glimpse into the value of their business currently when first consulting with them on working together for a brand design, I never leave the conversation there. What’s more important than understanding where you are now is understanding where you aim to be as a result of this project.
A startup that’s yet to make its first sale—but is backed by investors—expecting to make $1 million in its first year will have a different value for its new brand than a hobbyist looking to launch her dream into a reality and earn $20,000 her first year.
The amount you invest should be aligned with the goals you hope to achieve with your investment. In short, you get what you pay for.
There’s no wrong answer here: I tend to take the controversial stance of actually discouraging some potential clients from hiring our studio if I feel it’s not a wise investment for where they’re at and where they hope to go with this investment. I encourage them to find someone whose costs are better suited for their needs, or to come back to us at a later time when they’re ready to make this step.
On the other hand, many entrepreneurs with high-performing small- to mid-sized businesses think that cheaper is better, that they need the most budget-friendly option to brand their business.
That’s like asking a scooter to take you on a road trip across the United States. Nothing against scooters, but the end goal is disproportionate to the investment made into it.
The investment you make into branding must be financially proportionate to the results you hope to receive.
So in order to ensure your branding budget is aligned with your goals, assess the scale of the results you’re hoping to achieve, put a number to them, and then create a budget relative to that number.
2. What services do you need included in your brand design?
Next, we have to look at what you’re intending to receive for your investment.
As you already know, your brand is so much more than your logo and color palette. It includes your positioning, your messaging, your pricing strategy, your customer journey, your brand persona…I could go on.
However, not every entrepreneur seeking a brand design needs all these services. Perhaps you’ve already worked with a strategist and you just need a visual identity design. Or maybe you’re still coming up with the concept for your business and you’re not ready to even think about a color palette yet, let alone a name for your brand.
Do your research on what is included in branding and brand strategy and get clear on what specifically you need help with.
In order to fully understand what services you need as part of your brand package, ask yourself:
What’s the biggest challenge my business is facing right now?
Why am I looking to brand or rebrand my business? What are the pain points driving me to take this step?
Why am I feeling a need to brand or rebrand now? Why not a year ago, why not a year in the future?
Where is the business now, and where do I want it to go in the next few months or years?
You will likely find that the problem you thought was the problem wasn’t actually the problem.
Time after time, a potential client will call asking for a visual brand identity design (as in, “I need a logo and a color palette”). But during our entire initial consultation call, all they talk about is their brand strategy—how they’re losing customers, feel inadequate to pitch and win dream clients, or are embarrassed to share their website. As a brand consultant, it’s my job to read between the lines and help them discover what they actually need help with and point them in the right direction.
Understanding exactly what problems you want addressed by branding will help you gauge the budget range you should expect to invest. Higher-value items, such as brand strategy, will come at a higher cost than a “logo and color palette” brand design package.
3. What kind of creative partner am I seeking?
The final question that determines the level of investment to make into branding is asking what kind of creative partner you’re seeking to bring your brand to life. This is a great place to know yourself, your tendencies and your preferences!
Some entrepreneurs will seek a full-service agency that can completely take over the branding process so they can spend their time running their business.
On the other hand, some entrepreneurs will prefer to build their own team of creatives and serve as the manager themselves, overseeing every step of the process.
Some entrepreneurs will seek a professional consultant who can provide white-glove service, guiding them every step of the way.
Or some entrepreneurs know they work best when they have equal ownership in the process and find a creative person who is gifted at executing a pre-directed vision.
The level of experience, quality of work, types of services, and client experience your creative partner will bring to your working relationship all directly impact your branding investment.
No two brand designers are alike: what’s most important to you may be the specialties they bring; the design aesthetic; the level of expertise; the proven track record; the size of their team; or many other variables. Knowing yourself, your priorities, and your branding needs will be a critical piece of the puzzle that is discovering your branding budget.
Putting it all together
Once you’ve answered the questions above, you’re in a place to determine your budget for branding!
The investment you make into branding will not be the same as the investment someone else has made into their brand.
Asking professional colleagues or friends what they may have spent on branding may be a good gauge for estimates, but it’s crucial to keep in mind that they may have had different priorities, needs, and wants than your business does.
Remember that pricing is relative.
Asking Google, “How much does branding cost?” will yield a myriad of differing answers. And before you tell yourself, “That’s too expensive!” ask the question: “Compared to what?”.
At Author, a critical part of our consultation process with prospective clients is helping them understand the value of what they’ll receive for their investment and helping guide them into deciding if this is the right investment for them at this time or not.
Our goal isn’t to sell branding: it’s to help every business we chat with to determine if we’re the next best step for their unique situation—or not.
If you’re considering a brand redesign or a brand strategy development, we’re here to answer any questions you may have about the process and investment. Schedule a free consultation call with us today!
