Why is Brand Design So Expensive?
There’s no denying it — brand design is an investment.
Whether you’ve already received a quote from a designer or you’ve been doing some research and taking a peek at various prices, you’ve likely been able to draw one conclusion so far: hiring a brand designer for a custom brand design (and maybe also a brand strategy, or website, or other collateral items), is going to be expensive. And though I’m sure you inherently already know this, there are a multitude of reasons behind why a brand design with an experienced designer will likely cost you upwards of $8k for brand strategy and design and $12k+ if you need a website as well.
I recently came across a post from the Weekend Creative team about why photography is so expensive (a topic I am also planning to cover with our own Studio B take), which inspired me to explore the same idea for brand design.
If you’ve been wondering where these prices come from and how a designer (like me!) comes up with their pricing, I’m here to break it down for you.
No. 1
Good design takes time. Like, a lot of time.
For each strategy I put together and every concept that I present, there are hours of researching, experimenting and revising that happens behind the scenes. So with my pricing, I have to take into account all of the hard work and time that I put into each project.
When I present a brand design to my client, I only present one concept, so in order to get to that point, there has been a lot of time dedicated to developing that and ensuring it is the best option for the project based on the strategy we’ve developed. Lots of ideas explored that won’t get used but need to be tested out, lots of searching for the perfect font and then painstakingly customizing it so it works in just the right way… you get the idea.
Because of our one concept design approach, we also take the time to build out the brand experience beyond “just” presenting the brand identity, which includes designing mockups that feature the brand application in various ways so the client can start to visualize what their new brand will look like in use. We start to see how the various brand elements, like typography and colour palettes, can be used together and also start to explore the addition of brand-aligned, intentional imagery to evoke a full brand experience.
No. 2
Designers bring specialized and specific experience, education and expertise to your project.
After over 10 years of doing this, I have a pretty good awareness of how my experience and skill matches up within the industry. I try to price myself fairly while still asking for what I know that I deserve based on the education and training I’ve received, as well as the signature style and process I’ve developed and that I know my clients are ultimately seeking me out for.
Not only did I go to school for design, I’m also committed to continuing that education by constantly investing back in myself and my business, ultimately adding more value to the brand design experience. Whether this shows up as enrolling in courses, reading books, working with mentors and coaches, or even just dedicating the time to practicing and further developing our skills, it means we just keep getting better and better — and then we can apply that to our work, our processes and our clients.
Every project we work on, every hour we spend learning and practicing our craft gets factored into future projects. This is why prices increase over time, because not only does growth generally mean our expenses our increasing, but also our expertise — and how much our services are worth.
It’s also important to factor in our style, eye and overall creativity. When you hire a designer, you’re expecting them to have a basic understanding of the technical side of design, but you’re also choosing your designer based on their specific style, creative point of view and ability to solve problems through design solutions that align with your goals. This is something designers work very hard to cultivate, and creativity in and of itself has so much value. Layer that with an understanding of the technical and foundational side of design (like colour theory, design principles and all of that other nerdy goodness), and you can start to see why some designers stand out — and price accordingly.
No. 3
Design has value.
Simply put, design and strategy makes a big impact on your business. What we create together will help you attract your ideal audience, stand out while telling your own unique story, sell your products or services, build stronger connections and convey the quality and value of what you do. And that’s just the beginning. Working with a brand designer and strategist is a big investment in your business because of the value it brings to your brand and the results it can help you achieve.
Value is essentially where all of these other factors combine to create a very specific experience based on the design team you choose. For example, with Studio Bicyclette, you’re gaining access to my specific experience in building brands in design-adjacent industries, my signature style and how to design elevated, refined brands, and an understanding and deep passion for the storytelling and experiential side of branding. We bring that aforementioned experience, education and expertise in a variety of design and style-oriented disciplines to each and every project to create brand experiences that are truly 360°. From graphic and web design to photography and styling to storytelling and innovative insight — it all plays a role in our immersive, strategic branding projects. That’s what sets us apart, and also the unique approach we can bring to your business. Whether or not we’re actually working on all those different facets of your business, you can bet that you’re benefitting from our approach, no matter what the specific deliverables are.
I strongly believe that design can be used to solve problems (while also looking damn good, obviously), and your designer will be the one leading you through that process and helping you craft your visual story. And that’s pretty priceless, no?
No. 4
Running a design business comes with expenses.
There are a lot of expenses that come with running a business, and though a lot of us work off a pretty lean model (ie. no fancy studio or overhead costs in lieu of working from home), there’s still a lot to factor in, especially as you grow.
On a monthly basis, I’m paying for my laptop (I currently lease mine, but regardless, this is often a significant cost), Adobe CC, client management software, bookkeeping services, bookkeeping software, email marketing software, website and domain hosting, sub-contractors, font licensing, stock photography, marketing costs, cloud storage, lawyer fees and contracts, payment processing, educational resources and memberships and so many other programs and things that add up very quickly. And this is only on the design side of my business, as styling and photography is a whole other beast that we’ll get into later. So though a lot of these tools are extremely valuable, often essential tools that help you run your design business (here are a few of my favourites), they still need to be factored in and covered when you’re pricing your services.
Don’t forget taxes (which you can generally dedicate at least 30% of your income to) and remember that you also ideally (just kidding — you definitely) need to pay yourself (and your team members, if you have them).
It adds up, and at the very least, all of these operating costs need to be covered in order to run a successful business.
Ok, so we get it — design is expensive. But what if you understand the reason why it’s an investment but you still can’t quite afford a fully custom option?
I’m glad you asked! There are definitely ways to still tap into all of the value working with a designer brings while staying within your budget, and a lot of the time it comes down to looking at other options that will still fit your specific needs.
We build out all of our packages with custom solutions and generally offer 2-3 options that factor in different budgets. There are also ways to get creative with semi-custom options that tend to be a lower investment but still ensure you’re able to tap into the style and expertise of your designer-of-choice. More on that soon! This is something I’ve been developing a lot behind the scenes, so make sure you’re on our email list to find out first. I’ve become very passionate about creating design and visual solutions that are more accessible depending on what stage you’re at in your business and where your core needs and priorities lie, so you will definitely be seeing more of that as I continue to explore this direction.
But in the meantime, feel free to reach out, tell us what you need and we can explore a custom solution that will work for you.