How much does branding cost in the UK?
As much as the scope needs. Tidying up an existing logo and colours is a small job. A new brand with positioning, naming, identity, tone of voice and full guidelines is a much bigger one, and both are called branding.
So instead of a price range that would be wrong for most readers, here's what you're paying for, what moves the price and how to judge a quote.
What are you paying for in a branding project?
Most branding projects are built from these parts. A quote mostly reflects which ones you need.
- Positioning: agreeing who you're for and why people should choose you.
- Naming: finding a name, with domain, Companies House and trade mark checks.
- Logo: the mark itself, in versions for screen, print and small sizes such as favicons.
- Identity: colours, type and graphic elements that make the brand recognisable.
- Tone of voice: how the brand sounds, with examples.
- Guidelines: a short guide so everyone uses the brand the same way.
- Templates: social posts, documents, decks and email signatures you'll use every week.
What makes branding cost more or less?
Six things move the price most.
- Scope: a logo refresh is a fraction of the work of a full identity.
- Research: interviews with customers or competitor reviews add time up front, and usually save it later.
- Naming: a new name means searches and checks before any design starts.
- Routes and rounds: more creative routes and revision rounds mean more design time.
- Applications: every place the brand must work, such as signage, vehicles, packaging and the website, needs designing and testing.
- Who does it: senior designers cost more per day, but get there in fewer rounds.
How do branding agencies charge?
Usually in one of three ways. None is better in itself. What matters is knowing what you'll own at the end.
- Fixed project: one price for an agreed scope, routes, rounds and files. The most common model.
- Package: set bundles, such as logo only, or logo plus identity and guidelines. Easy to compare, but check what's left out.
- Day rate: common with freelancers and for workshops or extra rounds.
How do you get the most from a branding budget?
Most of the value comes from decisions you make before design starts. These steps keep the cost and the rounds down.
- Agree your positioning first. It's the brief the design has to answer.
- Write a one or two page brand brief, so the first routes are close.
- Check your name early: domain, Companies House and the UK trade mark register.
- List every place the brand will appear, so nothing gets designed twice.
- Agree the number of routes, revision rounds and final files in writing.
- Keep feedback to one or two decision makers, sent in one list per round.
- Plan the website alongside the brand, so you launch once instead of twice.
What are the red flags in a branding quote?
Watch for these before you agree to anything.
- A logo with no conversation about who it's for.
- No mention of name or trade mark checks.
- Unlimited revisions, which usually means no clear process.
- No list of final files, or files you don't own outright.
- A logo that's never shown small, in one colour or on a phone screen.
Is cheap branding a false economy?
Often. A quick logo can be fine for testing an idea. But a brand that doesn't say why you're different, or a name you later find you can't protect, costs more to fix than to get right the first time.
The goal isn't the most expensive brand. It's one that says the right thing, works everywhere you use it and doesn't need redoing in two years.