Bruce Smith

Anecdote founder

How much does branding cost...

Everyone wants to know how much stuff costs. So we thought we’d explain how brand agencies calculate fees. It’s important to realise branding is an investment, not a cost. Correctly implemented, branding can add many zero’s to your bottom line in the medium/long term.  

Here are some factors that can impact the cost of branding:

Scope of work

The scope of work refers to a detailed document that outlines the specific tasks, deliverables, timelines, and other requirements for a particular project or engagement. It describes the work that will be done, the objectives and goals of the project, the roles and responsibilities of each party, and the overall project management approach.

The scope of work is typically developed as part of a project proposal or contract, and is used to clarify expectations and ensure that all parties involved understand what is required and what is not. It helps to establish a clear roadmap for the project, including timelines, milestones, and deliverables, and can be used to measure progress and assess performance.

The more comprehensive the branding project, the higher the cost will be. This can include market research, brand strategy development, logo design, brand guidelines, and website development, among other things.

Expertise of the branding professional or agency

A branding professional is an individual who specialises in creating, developing, and managing the branding and marketing strategies of a company or organisation. They work to establish and enhance the identity of a brand, ensuring that it is communicated effectively to the target audience and that it aligns with the company’s overall goals and values.

Branding professionals may work in various areas of branding, including brand strategy, brand identity, brand design, brand messaging, and brand management. They may be responsible for developing the visual and verbal elements of a brand, such as logos, taglines, packaging, advertising, and digital content, and ensuring that they are consistent across all communication channels.

Branding professionals may work in-house as part of a company’s marketing team or may be employed by branding agencies or consulting firms. They typically have a background in marketing, design, communications, or business, and possess a combination of creative, strategic, and analytical skills. They must stay up-to-date with the latest branding and marketing trends, and be able to adapt their strategies to the changing needs and preferences of consumers and the market.

Branding agencies and professionals with more experience and expertise typically charge more, but they also offer a higher level of quality and expertise.


City-based creatives may cost more due to a variety of factors, including the higher cost of living in cities, the increased competition for talent, and the higher demand for creative services in urban areas.

First, the cost of living is typically higher in cities, which can lead to higher salaries and rates for creative professionals. The cost of office space and other business expenses may also be higher in urban areas, which can drive up the cost of services.

Second, city-based creatives may be in higher demand due to the concentration of businesses and organizations in urban areas. This can create a more competitive marketplace for creative services, with more clients seeking the services of a limited number of skilled professionals.

Finally, city-based creatives may have higher levels of expertise and experience, which can command higher rates. In cities, there may be a larger pool of creative professionals with specialized skills and knowledge, which can drive up the value of their services.

Overall, the higher cost of city-based creatives can be attributed to a combination of factors, including the cost of living, competition for talent, and the level of demand for creative services in urban areas. However, it is important to note that the cost of creative services can vary widely depending on the specific services required, the level of expertise and experience of the creative professional, and other factors.

Size of the business

The size of a business is typically determined by various factors, such as the number of employees, annual revenue, and the scope of its operations. Different countries and industries have different standards and criteria for defining the size of a business. However, some common ways of categorizing business size include:

  1. Micro-businesses: These are typically small businesses with fewer than 10 employees and low annual revenue.

  2. Small businesses: These are businesses with between 10 and 50 employees, and moderate annual revenue.

  3. Medium-sized businesses: These are businesses with between 50 and 250 employees, and relatively high annual revenue.

  4. Large businesses: These are businesses with over 250 employees, and very high annual revenue.

Other factors that may be used to determine the size of a business include the number of locations, the volume of sales, and the industry in which the business operates.

Larger businesses with more complex branding needs and budgets typically spend more on branding than smaller businesses.

The average cost of branding

On average, a comprehensive branding project can range from £4,000 to £50,000 or more. However, it’s not uncommon for smaller projects, such as logo design or brand guidelines, to cost anywhere from a few hundred to several thousand pounds.

It’s important to understand that branding is a long-term investment in your business, and the cost of branding should be seen as a way to build a strong and recognisable brand that will provide value over time.

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