How Much Should You Pay for a Brand as a Small Business Owner?

It's Stephanie Scheller, and today I want to tackle a question that often sparks controversy: How much should you pay for a new brand as a small business owner? Stick with me as I break it down for you.

The Heartbreaking Reality

Let's start with a recent anecdote that broke my heart. During a live training session, someone shared that their client had spent a whopping $15,000 on a new brand, only to end up with something subpar. This got me thinking: what's a reasonable investment for small businesses like yours and mine?

Finding Your Sweet Spot

In my experience, most small businesses should aim to invest between $1,500 to $3,000 in their initial brand design. But there are nuances to consider. Your first logo might not encompass your entire brand identity. Like me, you might start with a simple logo crafted by a designer you know. It's okay to take time before investing in a comprehensive brand design, especially if you're bootstrapping your business.

Crafting Your Message

Before diving into branding, nail down your brand message. It's more than just showcasing your skills—it's about communicating your essence. Need help? My book, Marketing That Works for Small Business Budgets, offers a step-by-step workbook to guide you through this process. Remember, understanding your brand's message is key before delving into the visual aspects of branding.

Don't Be Afraid to Seek Help

Struggling to define your brand message? That's okay. Consider hiring someone to assist you. As someone who's been there, I understand the challenge of articulating your own value. Sometimes, an outside perspective works wonders. Whether it's a consultant, a branding expert, or even a mentor, seeking help can provide valuable insights and clarity.

Choosing the Right Partner 

When selecting a branding firm, scrutinize their portfolio. Look for simplicity done well—it's a mark of true expertise. And don't forget to ask what assets you'll receive at the project's end. You deserve full ownership of your brand assets. Additionally, consider the cultural fit between your business and the branding firm. A shared vision and understanding can lead to a more successful collaboration.

Trust Your Instincts

Above all, trust your gut. Don't rush into a partnership if something feels off. Take the time to find a designer who not only produces great work but also understands your vision. Remember, this is an investment in the future of your business, so it's essential to make the right choice.

The Wrap

Investing in your brand is crucial, but it shouldn't break the bank. By following these guidelines, you can navigate the branding process with confidence and clarity. Remember, your brand is more than just a logo—it's the essence of your business. Ready to elevate your brand? Visit my website at for more insights, resources, and personalized support on your branding journey.