The True Value Behind a Brand Identity
The truth is, a lot of times the creative process behind a brand identity is undermined. Freelancers and agencies spend a large portion of the time ideating a brand and this can be inclusive but not limited to;
Your Logo — A visual representation of your brand. This could range from an emblem to a wordmark or a combination of the two. A good designer will take into consideration the 5 characteristics of a good logo.
A Tagline — A majority of businesses will have a tagline. This is usually a short witty slogan to best represent what your brand stands for in a minimal number of words. A simple example I would use is KFCs “Finger Lickin Good”.
Brand Elements — When building a brand, visual elements are needed to assist in communicating the brands character. Not all brand identity’s will include this but if you are looking at a long-term brand aesthetic I would personally recommend opting for these elements.
Colour Psychology — Colour greatly affects human behaviour and our reactions to them. A strong brand identity would have colours that complement each other best to represent your brand and it’s values.
Typography — What sort of fonts are used to represent your brand, depending on your Industry. For example, the fonts I would use to represent a horror movie poster would differ greatly from the fonts I would use for an elegant chic boutique.
Packaging/Messaging — In the current era a lot of businesses are focusing on sustainable eco-friendly solutions. These however, do not come cheap (at least for the time being). Designers will need to conjure up appropriate packaging/messaging for your brand while being cost conscious.
There is a lot more that goes into a brand identity such as your product icons, your social media messaging, your choice of message tone etc. I could go on. This is all dependent on what your client wants and how much they are willing to pay. As an example, the BBCs latest logo redesign cost them a whopping $1,800,000.
In summation; globally, the going rate for a good brand identity can range anywhere between $5,000-$10,000 for an SME and onwards of $10,000 for larger corporations.
Thoughts?
