The average cost of a branding project in the UK can vary widely based on the scope of the project and the services required.
The honest answer is that there is no average cost, as there are many different ways to approach the project and a diverse range of agencies and freelancers to speak to.
Here are some factors that can impact the cost:
- Type of branding project.
- The size of the company.
- The professional services required.
- Location of the agency you choose.
- Risk Mitigation.
- Get the right match for you.
- How to choose an agency to meet your needs.
- So what are the average costs of a branding project in the UK?
The cost of a branding project can vary depending on whether it is a complete rebrand or a refresh of a current brand. A complete rebrand typically involves more work and costs more than a refresh because more work is involved.
A complete rebrand usually involves a comprehensive overhaul of an organisation’s existing brand identity, including the logo, colour palette, typography, imagery, and other stuff.
A rebranding project requires time and resources, including research, planning, design, and implementation.
To compare, a refresh of an existing brand may only involve updating specific elements, such as the logo or colour palette, rather than a complete overhaul of everything, so charges may not be as high.
A refresh is usually less expensive than a complete rebrand. But, it still requires a substantial investment of time and resources – a rebrand needs to be correct, as it’s often needed, as the original branding project wasn’t quite right.
When thinking about the type of branding project you want to undertake, it’s essential to consider your goals, budget, resources and the reasons for doing so.
If you want to make a significant change to your brand and start from scratch, a complete rebrand may be the right choice, but again, you will need to think about how far things should go – the more work required, the more the budget will increase.
A refresh might be more appropriate if you want to refresh or update your existing brand.
The size of the company can have a big impact on the cost of a branding project.
If your business is large, it will typically have more complex needs, including a larger target audience, stakeholders, and a significant number of products or services.
This can result in a higher cost for the branding project, as more time and resources will be required to complete the project.
For example, a large multinational corporation with a diverse portfolio of products and services may require a comprehensive branding strategy that includes market research, advertising, packaging design, website design, and more.
On the other hand, a small start-up may only require a simple logo design and basic marketing materials.
When establishing a budget for a branding project, it’s essential to consider the size of the company and the resources available to ensure that the project is completed successfully and within budget.
By considering the size of the company and the organisation’s specific needs, you can ensure that you allocate the appropriate resources to the branding project and achieve your goals and objectives.
The cost of a branding project can be influenced by the services required, such as graphic design, copywriting, market research, and advertising.
The services required for a branding project can significantly impact the cost.
A full-service branding agency, for example, may offer a wide range of services, including market research, graphic design, copywriting, and advertising.
Hiring a full-service agency can be more expensive than hiring individual professionals, but it can provide a more comprehensive and cohesive branding solution.
If you choose to work with individual professionals, you’ll need to consider the cost of each service separately.
For example, the cost of graphic design services may vary based on the design’s complexity and the designer’s experience.
Similarly, the cost of market research can vary based on the scope of the research and the methods used.
When considering the professional services required for a branding project, it’s essential to consider your budget, goals, and resources.
If you have a smaller budget, you may need to prioritize some services over others or consider alternative solutions, such as outsourcing certain services.
By considering the services required for your branding project, you can make sure you allocate the appropriate budget to achieve your goals and objectives.
The location of the branding agency can also affect the cost. London branding agencies may charge more than those in other parts of the UK.
In general, branding designers and agencies based in larger cities, such as London, usually charge higher rates due to the business’s higher costs. It’s that simple.
However, location is just one factor when choosing a branding professional or agency.
Other factors, such as the experience and reputation of the agency, the quality and breadth of their work, and the scope of services offered, should also be considered.
When choosing a branding agency, it’s essential to consider the cost of services in your area and compare the cost to the quality of the work offered – cheaper does not necessarily mean lower quality. It’s just that the agency’s operating costs are lower.
In some cases, it may be more cost-effective to work with a branding agency based outside of a major city, as they may offer the same quality of work at a more affordable cost.
The agency’s location should not be the only factor considered when choosing a branding partner.
It’s essential to choose a partner who has the experience and expertise needed to deliver the results you’re looking for and who fits within your budget and resources.
You may choose to work with larger branding agencies to mitigate risk.
Larger branding agencies typically have more resources, experience, and expertise to handle complex branding projects.
They also often have a proven track record of delivering high-quality work and established processes and systems to manage projects effectively.
Working with a more prominent branding agency can help mitigate risk by reducing the likelihood of delays, mistakes, or miscommunication.
It also provides access to a broader range of services and expertise, which can help ensure that the branding project is completed successfully and meets the company’s goals and objectives.
However, it’s important to note that working with a larger branding agency will also be more expensive.
Before choosing a branding agency, it’s essential to carefully consider the agency’s cost, experience, and expertise, as well as the size and complexity of the branding project, to determine the best fit for your organisation.
If you don’t know what a branding project might cost, it’s probably because you’ve never done one before, so, understandably, there will be some uncertainty over what might need to be budgeted.
In reality, branding is no different from other professional services, but sometimes people are surprised by the charges (again, often because they have never done this before).
If you compare design hourly rates to other professions, you’ll find they are broadly similar.
Most design agencies know what projects they are a good fit for:
- Look at the agency’s work and see if it is similar to your project’s scope and the clients they have worked for.
- Check out the team page and see how large the agency is: can they cover all your requirements, or will you have to go to one agency for the branding and another for the website, for example?
- You can even check out the agency’s accounts on HMRC. If they are a company that turnover millions of pounds a year, will they be interested in your project?
On average, a basic branding project in the UK can cost anywhere from £1,000 to £5,000, while a full rebrand can cost anywhere from £5,000 to £50,000 or more.
It’s important to remember that the cost of a branding project can vary greatly depending on the importance of the project to your business, so it’s best to get quotes from several branding professionals to determine the most accurate cost for your project.
The top five things that are going to affect the charges for your branding project are:
- The size of your business
- The importance of the project
- The size of the agency you choose
- The location of the agency
- The timescales
The size of your business.
If you are a large, household-name brand and commissioning branding for a new product or service, you must ensure the branding is perfect.
There is no small amount of pressure and risk involved in a large, high-profile branding job, so you’ll need to go to an agency that is large and has a proven track record of working successfully on large projects for large brands.
This experience comes at a huge premium, but the agency’s experience mitigates the risk of getting the project wrong.
If the project goes wrong or attracts negative press, it’s the agency’s fault, not yours.
Take, for example, the London 2012 logo or the AirB&B logo. Both of these projects were high profile and famously mocked when launched, but the fault lay at the door of the agencies that created them rather than the people that commissioned them.
If the above projects had been completed by a provincial freelancer and gone wrong, the blame would be the opposite; the person who took the risk in commissioning the unknown, inexperienced freelancer to complete the project would be held accountable.
So in branding, money can mitigate risk – it doesn’t mean the design will automatically be better.
The importance of the project.
The importance of a branding project can affect its cost in many ways.
Typically, a more critical branding project may require more resources, such as more time from a larger team of experienced creatives, more comprehensive research and analysis, and creating a larger and more comprehensive branding strategy.
This increased level of investment can result in a higher overall cost for the project.
Additionally, a more critical branding project may require a larger budget for advertising and promotion to ensure maximum impact and reach – these are often included in the overall budget for the project but can actually cost more than the branding project itself.
The size of the agency you use and its location.
The larger the agency, the higher the operating costs and the more they charge for projects.
While this is not accurate 100% of the time, essential commercial factors here influence the costs, irrespective of the agency’s experience.
The location also plays a large part due to the cost of office space and rates.
A large London-based agency with a big office in Soho will have significant;y higher overheads than a similarly sized agency in a rural location.
The tighter the deadline, the more costly the project will be, as the agency may have to put more designers on the project, pause other projects or use external freelancers to get the job done.
Planning your project with reasonable deadlines can mitigate this.
You can get a logo designed (just the logo, not the branding) for £50 on Fiverr, £249 on some crowd-sourcing sites, £500-£2000 by a freelancer, £1000-£5000 by a smaller agency and anywhere above that as the agencies you ask become larger and more experienced.
Given that we live in a brand-driven society, what you look like can make or break you, so the simple advice is to choose the best option you can afford.