You’ve probably bounced off a couple agency or freelancer websites when searching for small business branding because either they never state how much it will cost you, straight up, or there’s confusing bundles about what it could “potentially” include. I’d be tired of vetting different options, too — and quite frankly, I’d quit searching eventually.
But I’m glad you didn’t.
If you’re looking for the most legit answer from someone who works in branding, then you’ve come to the right place. Here’s the straight version: what a complete branding package includes, what it doesn’t, and exactly what $4,000 buys you.
Key Takeaways
- What should be included in a complete branding package
- An overview of what’s not included in branding
- Price moves based on how many assets your business needs, not on how slick the designer’s website looks.
- A full brand build at DeFrancisco Design Co. runs $4,000 to $8,000, flat. Where you land depends on scope.
What is Included in a Complete Branding Package
You’ve probably hit the ol’ Google with “how much does a logo cost?”, and then fell further into a confusing, jargon-filled rabbit hole of design terms — yeah, I’d pass on that, too.
There are many key components that make up a full brand. Let’s break them down.
The Strategy
Brand strategy lays the groundwork for a brand to survive and thrive. Every brand strategist will have a slightly different process, but here at D.co we focus on aligning your mission, vision, story, personality, and your audience, while taking a peek at your competitors to see what is or isn’t working for them — and how we can be different.
This all happens through what is commonly called a ‘discovery’ session, usually in-person or on a Zoom call. It lasts about 2-3 hours.
This step makes sure you sound, look, and feel like one thing, trying to reach the right people.
Creative Direction
Creative direction, also called art direction, is another crucial part of branding. It’s a bite-sized blueprint of how your brand should appear in all senses.
You probably have a moodboard of the things you want in life, and you will undoubtedly get there with that trusty guide full of sick collage images. Think of a creative direction like a moodboard: laying it all out in front of you to be sure this is what you want to build, or where you want to go.
At DeFrancis.co, we put together our creative direction and moodboard for you after the discovery session. This needs YOUR approval to move forward, and should always go through you before any design assets get built.
The Logo
Ah, yes, the part you definitely know.
A logo is the distinct, recognizable mark of your brand. How many logos do you need? In a perfect world, I’d say one — but the places your brand can show up are always evolving.
How many logos you get in a branding package depends on what you and a branding specialist agree upon. It’s important to note that these logos aren’t too different from each other, but are rather the same mark working in different spaces.
I’d say a minimum of 3 should come in a complete branding package. Off the top of my head I can count favicon, vertical, and horizontal — and all brands vary depending on what spaces you need to have a logo.
Color & Fonts
Have you ever considered that you have a favorite font? Think of books or articles you’ve read. You’ll come to realize that you like a specific set of typography. Or does your favorite brand (that isn’t yours!) have a color you love?
Next to the logo sit your colors and fonts (also called typefaces). Both of these things, like the logo, should embody the brand as best as possible.
Both colors and fonts can come with caveats. Printing colors is a different beast than using digital colors especially if you’re using Pantone specific colors. Font licensing can also become confusing quite fast. These potential pain points should be explained to you by your branding specialist before you agree on any selection.
How many colors or fonts should your brand have? This also depends on what brand it is. Some brands perform well with only 3 colors and 1 font — while others need an extended color palette with 3 different fonts.
However many you end up with, the more crucial part is staying consistent with them across all your touchpoints (where your brand shows up.)
Supporting Assets / Brand Assets
You’ve probably seen cool patterns on Pinterest, or know a brand by its texture — that’s a brand asset. Got a dog that’s at the forefront of your business? It could be considered a brand asset!
A brand asset, or sometimes called “supporting asset”, is something your brand uses to express itself. We’ve already talked about 3 brand assets: your logo, colors and type. Some other common ones include: patterns, social media templates, layouts, or icons.
This is the biggest thing that moves your price, and it’s the difference between the bottom of my range and the top. A mark, a palette, and type lands near $4,000. Add a custom icon set, a full social template kit, and packaging layouts and you’re closer to $8,000. The high price tag isn’t supposed to be a penalty, since the addons will be something your business will use every day for the next five years or beyond.
The Full Build includes two supporting assets of your choosing. Anything past that is a conversation we have before you pay, not after.
What is NOT Included in a Branding Package
Now that you know everything that’s included in a typical branding package, it’s time to go through a brief overview of what’s NOT included.
The Website
Branding and web are two different jobs that get sold as one all the time. When a real designer and a real developer are both involved, expect that $4,000 to climb to $10,000 or more.
Beware of vibecoders who have absolutely no clue what they’re doing when it comes to web builds. We don’t offer a web development service at DeFrancis.co, but we always know a guy who knows a guy, y’know?
Social Media Management
If the branding being built is primarily going to be used for digital purposes, there’s a high likelihood that the branding specialist will offer to design a variety of social media templates Templates are a great way for the client or customer who had their brand built to reinforce their brands image and build trust, by using consistent colors, fonts, and layouts.
What a designer does not do is post your social media, or come up with social media strategies — but as we said, we know a guy who knows a guy.
Photography or Videography
During the strategy and creative direction steps in a branding process, you will be shown the photo/video direction the designer wants for the brand. This could include how the photos should be edited or even how the videos should be filmed. If you have existing photos you want to look like your new brand styling, a designer should have no problem accommodating you.
Unfortunately, when it comes to new photos or videos, most branding packages don’t include photo shoots or video filming/editing. DeFrancis.co knows a guy, though…
Why Branding Prices Vary So Much
Your business is different, so your branding needs will be different—and that means the price will be different. Most designers have a floor they won’t go under. Mine is $4,000, and a Full Build caps at $8,000. What moves you up that range is scope: how many supporting assets your business needs to actually run. You’ll know your number before you pay anything.
If anything the price will fluctuate upwards—and that’s a good thing.
Here’s the thing nobody warns you about. Most business owners walk in thinking they need less than they do. They ask for a logo. Then they need a social kit. Then packaging. Then a second logo mark for a vehicle. The price moves up, and that’s usually a sign the work is being scoped honestly instead of sold cheap and billed twice.
A logo is a small part of your brand, and that’s why I have such a hard time when someone tells me they only want a logo. Setting you and your business up for success goes far beyond a logo, and it starts with strategy—branding wouldn’t be possible without it.
Are You Ready for The Brand You Deserve?
At DeFrancis.co, we understand your love for your small business—and that’s why we do branding for you, the underdogs.
If you’re ready to take the leap into the branding process and start building something that lasts, contact us today.
Schedule a free No-Objective Chit-Chat.
Not sure if you’re ready for a full branding package? Check out our Starter Pack.
FAQs
How much does branding cost?
A complete branding package from an experienced designer generally starts around $4,000 and climbs based on how many assets you need. At DeFrancisco Design Co., a Full Build runs $4,000 to $8,000 flat. You get your number before you pay anything.
What makes a branding package cost $8,000 instead of $4,000?
Supporting assets. Strategy, creative direction, logo suite, color, and type are in every build. What changes is how much your brand needs to run on: custom icons, social templates, packaging, signage. More touchpoints, more work, higher the number.
What’s the difference between a logo and branding?
A logo is one mark. Branding is the strategy, creative direction, color, type, and supporting assets that make that mark mean something. Buying a logo alone is buying the last 10% first.
How long does a branding project take?
Most full builds run six to eight weeks, depending on how fast feedback comes back and how many supporting assets are in scope.
Do I need brand strategy if I already know my business?
Yes. You know your business. Strategy is how that knowledge turns into decisions a designer can build from, so the work looks like you instead of looking like a template.
Can I get branding and a website at the same time?
You can, from two people. I do branding. Web design and development are separate work, priced separately, and I’ll point you to someone good.