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 are looking for. A good brand identity should be looked at 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 and what your needs are. This is the first step in determining what brand identity or corporate identity development should cost.
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 old adage "you get what you pay for" is relevant here. I'm not sure that you can spend $300, $400, $500 on a logo and expect to get a great 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.
TO KEEP YOUR BRAND FRESHBrands 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their corporate identities every seven to ten years to make sure their brand is representing them well and is not outdated.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 EXPANDINGIf 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.
IT ADDS VALUE TO YOUR BUSINESSInvesting 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 here.
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.
1. CREATING SOMETHING FROM NOTHING: Budget < $3,500New businesses typically don’t have a lot of cash to spend on branding, so it’s understandable that they would look for low-cost ways to get the logo and website they need to be competitive. Between fiverr.com, which offers all kinds of design services for $5, squarespace.com, with its free and almost free logos, 99designs.com, which offers crowd-sourced logos, identity, and website. There is also the infinite freelancers on Craigslist who will design anything and everything at all price points, so it is possible to piece together your “brand” for a few hundred dollars. We do not advise this route. 2. GENERAL STARTUP BUSINESS PRICES: $7,500 - $15,000If you have a little money to spend, you will be able to hire a more seasoned designer, and he or she may or may not offer the strategies and marketing insights you can find with a branding agency. A designer will create your logo, brand identity, and website, but will not build your brand. A designer cannot help you answer why people will buy from you instead of your competitors, and then design your brand to support that message. Instead, you must trust your own knowledge about branding and marketing.
Because so many small businesses need a brand but don’t have a big budget, DFFRNTWRLD® Creative Agency developed an affordable all-in-one branding package that strategizes your message and builds it out into all your materials. We’re able to charge less than $15,000 because we execute the entire brand with the client in the office during intensive two-day Brand Camps.
3. ESTABLISHED SMALL BUSINESS: $15,000- $60,000For small businesses that have been in operation for a number of years, this is typically the price range for a rebrand and redesign/development of materials. The price is determined by a number of factors: the size of the company and its overhead, the size of the website, the number of deliverables, and the team’s experience level. Unfortunately, price does not always equal value. Our boutique agency can deliver design, in addition to brand. Vet your options carefully. Our team will go beyond merely executing what you are thinking. (If that’s what you want, you can get it for less.) Consider this, unless you’re a branding expert or have a background in marketing, hire us(a strategically minded company that you like) and then trust us to do what we do best.
4. MID SIZED- LARGE BUSINESSES: $60,000-$120,000+For larger companies or institutions with a lot of decision makers or big websites that require high functionality, the bill can increase pretty significantly. We won’t go into details here, because companies at this level usually aren’t reading documents about the cost of branding.
If you’re curious, you can take a look at DFFRNTWRLD®’s terms and conditions, which I’ve tried to make as readable and sensible as possible.
Do you still have any questions? That is reasonable! We'd would love to hear from you; our creative assistant Rebecca will get back to you as soon as she can.
Thanks so much for reading, and I hope you have a great day. — DFFRNTWRLD® LLC
PS: If this isn’t a good fit for you right now, you can always book a 1-Hour Idea Session (https://www.dffrntwrld.com/product/idea-sesh-virtual-booking/) for startups and small businesses.