How much should you pay for your brand?

To answer this, you first need to know what a brand is.  It is the essence of your company.  It is not simply a logo, company name or tagline.  All those play a part in your brand, but your brand is much more than the sum of its parts.  It is the impression your customers, the general public and your employees have in their mind about your company.

So, how much do you pay for your brand?  Many people will put a price tag on this and have different gimmicks, reports and branding systems they want to charge you to help you develop your company brand story.  At the end of the day, is it reflective of who your company is, what impression you want your company to have and what impression your company really has in the marketplace?

I have run into a variety of people who have been extremely disappointed in paying top dollar for these reports and systems. So, how do you hire a brand consultant?

  1. If they have a portfolio on their website, call some of the clients listed and get their feedback.
  2. It needs to be someone who sees big picture.  A strategic thinker.  Someone who asks what your company short term and long term goals are.
  3. Ask for a detailed proposal or estimate that outlines the deliverables.  Make sure the deliverables are going to be a value to you.  If you are not sure what the deliverables are or mean, then get clarification.  Ask for samples.  If you are still not convinced it is a value - move on.

For more information on branding or if you simply have questions, please feel free to contact us.  You can also view a white paper on "What's in a Brand?" here.

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