Below is a practical guide to how much branding for a small business typically costs in the U.S., what drives price differences, what you can expect at different budget tiers, and tips to get the most value.

Summary ranges (typical, USD)

• Freelance/solo designers: $300 – $5,000
• Small design studios / boutique agencies: $2,500 – $25,000
• Full-service agencies or high‑end branding firms: $20,000 – $100,000+
• Hourly rates: $40 – $200+ for freelancers; $100 – $300+ for agencies
• Website (branding-related): $2,000 – $30,000+ depending on complexity

What “branding services” include

• Visual identity: logo, color palette, typography, iconography
• Brand strategy: positioning, target audience, messaging, value proposition
• Naming and tagline
• Brand guidelines (usage rules, voice, visuals)
• Collateral design: business cards, stationery, packaging, signage
• Digital assets: social templates, website design, email templates
• Launch materials and implementation support

What drives cost

• Scope: just a logo vs. full brand strategy + rollout
• Provider type and experience: experienced strategists and agencies cost more
• Deliverables and formats (print-ready files, vector files, web assets)
• Research and strategy required (market research, competitor analysis, customer interviews)
• Revisions, legal checks (trademark searches), and complexity (custom typography, illustration)
• Timeline: rushed work usually costs more
• Geographic market (big-city agencies typically charge more)

Typical deliverables by budget tier

• Under $1,000 (DIY or low-cost freelancer)
  • Single logo concept, 1–2 revisions, basic color and black/white files
  • Good for very early-stage businesses or testing ideas
• $1,000–$5,000 (experienced freelancer / small studio)
  • Multiple logo concepts, color palettes, typography suggestions, simple brand guide, social profile images
  • Possibly a basic one-page website or business card design included
• $5,000–$20,000 (boutique agency or strong studio)
  • Brand strategy session(s), positioning, messaging, multiple visual concepts, full brand guidelines, templates for social and print, rollout plan
  • Usually includes more research and higher polish
• $20,000+ (full-service / strategic agency)
  • In-depth strategy work, customer research, naming, full visual system, extensive guidelines, packaging, website, launch campaign, implementation support

Typical timelines

• Logo only: 1–3 weeks
• Logo + basic identity: 3–6 weeks
• Full brand strategy + identity + guidelines: 6–12 weeks (sometimes longer)
• Website + brand rollout: 8–16+ weeks depending on scope

Price examples (illustrative)

• Basic logo from a mid-level freelancer: $500–$1,500
• Identity + guidelines from a boutique studio: $5,000–$12,000
• Strategy + naming + identity + website from an agency: $25,000–$75,000

How to choose and get value

• Define scope first: list must-have deliverables (e.g., logo, guidelines, website) so quotes are comparable.
• Ask potential providers for: portfolio, references, process, number of concepts/revisions, file types delivered, ownership/usage rights, whether trademark search is included.
• Compare fixed-price packages, not just hourly rates.
• Look for providers who show strategy, not just visuals—strategy improves the long-term value.
• Consider phased work: start with strategy + core identity, then roll out other pieces as budget allows.
• Save money by using templates for non-core items (social posts, email templates) or doing implementation in-house.

Ways to reduce cost without losing quality

• Use a trusted freelance platform to find experienced independent designers.
• Limit rounds of revisions; provide clear brief and examples.
• Re-use or adapt existing templates for collateral.
• Buy pre-made logo/brand templates only if you don’t need uniqueness.

Quick checklist to ask a vendor

• What exactly is included (deliverables)?
• How many concepts and revisions?
• What file types will I receive?
• Who owns the final files and intellectual property?
• Will you provide a brand guidelines document?
• Is a trademark search included or recommended?
• Timeline and milestones
• Payment schedule and cancellation policy

If you want, I can:

• Draft a one-page brief you can send to designers to get accurate quotes.
• Provide sample questions to include in an RFP.
• Recommend a realistic budget tier based on the specific scope you need (tell me which deliverables are essential).

Which would you like next: a one-page brief template or sample RFP questions?