Common Branding Questions

We get all sorts of questions from clients, media, interesting people at cocktail parties. We've compiled some of the most common questions we get and our responses to them.

What is "branding?"

A brand is a symbolic embodiment of all the information connected to an organization, product or service and serves to create associations and expectations around it (see Wikipedia, "brand").

Branding is the act of creating these perceptions, associations and expectations related to an organization, product or service through creative communications, marketing, design, public relations and other activities that create a sum experience. To Vigor, it's so much more...

Branding is a CEO/owner-level initiative that requires operations and culture shift within an organization to execute successfully. Remember: branding creates perceptions associated with a business based on rational and emotional drivers. All the time brands are made and broken simply by the way one customer service rep handles a phone call or deals directly with a customer. In essence, perception is reality. Branding is an exercise in continually demonstrating your credibility to the public which takes effort to support internally and is not solved by redesigning a logo.

How much does branding cost?

How much is a car?  Depends. 

We love this one and we get it all the time. It's a totally valid question, but one that should be reworded.  Branding is not a cost, but an investment that should have a quantifiable return.  It's better to think of branding in terms of budgeting, not a sticker price.

Branding is a comprehensive business initiative, not a singular deliverable like a logo or web site. The fact is a logo or web site can be so important to a business it's safe to say its monetary value should be determined by its value to the initiative, not actual, billable time. The Coca-Cola brand identity alone is worth billions to the company, but it's not because they have a sharp logo or even that their product is superior—those are just parts of what makes the brand valuable. Simply put, developing a brand is an investment of time and energy, not a line-item cost.

So that you understand better how pricing works, it's difficult to attach a finite price tag to a branding project since branding engagements are ongoing over several years or even decades. We work with clients to develop budget recommendations based on the objectives that need to be met and weigh these against experience with comparable projects. If your goal is to develop a valuable brand of Coca-Cola magnitude, the scope, the quantifiable hours of work involved, the approach and the activities would befit a large project like that. Naturally, budget follows suit.

Since we typically work with startups, small and medium-sized businesses, and not Coca-Cola super-giant brands for our clients, all factors are less, like, by a million.

So how much does branding cost? Well, there are other factors beyond how effective the branding firm is that come into play. Branding involves a lot of consulting with business owners and principals first and foremost. This is consulting and advisory time that is billed hourly, not unlike an attorney. Based on how savvy the management team is and how quickly we can help them get from point A to point B with regard to making the right changes inside their business to receive a branding initiative directly influences the budget from this perspective.

The outwardly produced pieces of branding, like identity design, web experience design, print materials and campaigns can be estimated a bit more clearly. Based on industry standards and our experience over the years, businesses should budget at least $2,500-$25,000 for identity work, $3,500-$350,000 for web site development or expect to budget at least $10,000 to brand a small business to do it in a way that results can be expected. If you're not ready to do it right, we can refer you to a local Kinko's.

Again, it all depends if you want to drive a Ferrari or a Pinto.

I just need something quick and cheap—Can't you just whip something up?

There's no way that's all a brand needs to be successful or every mom and pop would be competing on a grand scale and Coca-Cola's brand needs could be met by a college design student. Industries would crumble. Because we hold ourselves accountable for the results of the work we do for you, no.

Go to Kinko's.

Can you brand us quickly, greatly and cheaply?

Good, fast, cheap—pick two. Nothing in this world is all three. If you're looking for good and fast, expect to pay for it. Good and cheap, don't expect it quickly. Since we're accountable for results in the work we do for you, we do not even entertain fast and cheap.

How long does branding take?

Branding is an ongoing activity that lasts the life of a business, product or service. To get an idea though, there are ballpark timeframes associated with particular activities that are part of branding such as business consulting, graphic design, web development, etc.

It's safe to say that basic identity sets for most small to meduim sized businesses (logo and associated marks, stationery, business cards, etc.) typically take about a month for research, development and design and another 3 weeks for production. Web sites can take 3 months. Others depend on their unique scope of work. Please see "Can you brand us quickly, greatly and cheaply?" above to understand other influencing factors.

Do you do spec work?

Work on speculation is strictly for clients who do not see the value in the work and/or do not want to pay for the work. Relationships that start in this manner always end badly. We never engage in spec work. Don't even ask.

On an aside, why would you want FREE work? What kind of end result to you think you're going to get, seriously?

Do you do pro bono publico or non-profit work ?

From time to time we will do pro bono publico work (for the public good). The charity must be something we believe in and there must be a clear justification for the donation. For instance, if a non-profit has put aside money for printing and other aspects, but wants design for free, forget it. If they're receiving donations that cover reasonable costs and we're behind the cause, then count us in. As long as our schedule allows for it.

Do you do political or religious work ?

Never.

Do you speak at events?

Joseph and Jason speak on branding for various group, educational and organizational events. The topic and event must be right. Contact us: 717.234.4846. We're also into supplementing advisory boards for furthering educational or community initiatives. Give us a buzz.