Brand identity cost
17/01/2017

How much does a brand identity cost?

  By Brand Dominance

Average cost of Brand Identity Development

Do you want to know the cost of a brand identity? I’ve worked in the industry for over 8 years and worked within large market research firms in Sydney. I see a lot of posts of people asking what is the average price of a brand identity design. There are some people out there charging ridiculous amounts from $30,000 for a simple WordPress website (which is steep). However, I want you to know the truth and a fair average amount. 

There is a lot of debate on what the right price for identity development should be. The short answer from me is that it “depends on”. A lot of factors and needs have to be considered… from the size of the business, what the business wishes to do with their brand, how big they want to take it, who their competitors are and if they wish to become market leaders. 

If you’re looking to get an idea of what it would cost to work with me? Here’s a very loose estimate on what I charge for brand identity/corporate design for businesses of different shapes and sizes:

  • Solopreneur (100k – 500k annual revenue) $5,500 – $15,500
  • Small Business (500k – 1M annual revenue) $15,500 – $35,000
  • Medium Sized Business (1M – 250M annual revenue) $35,000 – $75,000
  • Enterprise (250M+ annual revenue) $75,000 – $250,000

Build a better brand

Building a brand is a core business activity, just as important as leasing office space, recruiting the right people or developing your product or service.

In the same way that you wouldn’t ask a realtor “How much does a house cost?” The cost of a well-designed brand identity system will vary depending on what you needs are. A good brand identity should be seen as an investment and, similarly to buying a home, how much it costs depends on how big of an investment you are willing to make. This is the first step in determining what brand identity or corporate identity development should cost. 

Designing or redesigning a brand often involves:

  • research
  • naming & tagline development
  • brand strategy
  • logo design or redesign, typography and color palettes
  • website design or redesign, visual language and photography style design
  • collateral design
  • packaging design
  • stationery design
  • brand identity guidelines
  • digital asset management systems design

Your brand is often the first point of contact for prospective clients or customers. It’s the one thing that they’ll see before anything else. The adage “you get what you pay for” is relevant here. I’m not sure that you can spend $300, $400, $500 on a logo or website and expect to get a significant return on that investment. The bottom line is, the more you invest, the more likely you are to get a better quality, stronger brand that resonates with your target audience.

Reasons to invest in branding design…

Charging a premium on your services

In business, how you package something is really important. It’s no secret that brand name products command a premium over generics. Not only that, but a great brand creates brand loyalty, and we know that it’s far cheaper to serve and delight your existing customers again and again than it is to go out and find new ones. That’s what a great brand can do for you.  

To keep you brand fresh

Brands change and evolve and need to adapt their image to stay fresh. Companies should change their corporate identities every seven to ten years to make sure their brand is representing them well and is not outdated. Is your brand in need of a refresh?

Your business is expanding (into new markets)

If your small business is growing (let’s hope so!), you may need a rebrand to reflect the larger, more sophisticated business you are now operating. You’re now competing with other more established brands in your area, and you need a brand that differentiates your product or services and sets you apart from your competitors. Plus if you are entering new markets you need to do research before this to understand what your new target market will think of your brand. 

It adds value to your business

Investing in your brand identity and creating a strong brand adds value to a business. The sale of your business down the road will be bolstered by the investment you make today in your brand identity. This is what brand equity does for you. Maybe you’ll want to franchise your business down the road. Same thing applies there

Bottom line, a recognizable brand is worth more. It can be developed over time through good customer service, fulfilling your brand promise, meeting expectations and consistent application of a well-designed identity. Part of meeting those expectations is looking professional, and a great visual brand identity makes you look professional.

Website design

I like to think of a website as the anchor of any brand’s digital presence – while social media is awesome in allowing people to communicate with and know you in a more dynamic way, where can they see your vision for your business? Or what who you are really all about. In my business, I was landing 40K contracts, just from people looking at my website and I had to do no sales calls to close them. I’m personally very skeptical of purchasing something from a business that does not have a website, and have a think… many other people are too. That’s why a website is a great investment.

Let me know in the comments below.

Warm regards,

Melissa,
Owner – Brand Dominance
www.branddominance.com.au