What does a Brand strategy cost

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I am loath to admit it, but What’s The Idea? is a small batch brand strategy consultancy.  The market has been conditioned to think a large corporate brand strategy has to cost $100,000; add another $150k for naming and logo design. Most of my clients don’t have that kind of money. My clients tend to be small and mid-size or start-ups.

My framework for brand strategy – one claim, three proof planks – is tight and enduring.  But for some larger businesses, helmed by multivariate MBAs, it may seem overly simplistic.  And inexpensive. Simplicity is its beauty, frankly.

In small batches, with only 40 or 80 hours invested in research and planning, the process has to be relatively simple.  The information gathering metaphor I use is the stock pot. My cognitive approach, the “boil down.”  When you work in small batches, you self-limit your ingredients. You know what not to heap into the pot.

I’ve done small batch brand strategy for crazy-complicated business lines. A global top 5 consulting company with a health and security practice and a preeminent hacker group who helps the government keep us safe. Small batches both.

Try the small batch approach. As Ben Benson used to say, you are going to like it.

Peace.  

 

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$17,500 is the number I use as my brand strategy fee. It covers one month of work and a brand strategy. A brand strategy is here defined as An organizing principle for product, experience and messaging.  The brand strategy itself comprises “One claim, three proof planks.” What’s a proof plank, you ask?  A homogeneous array of consumer value examples.  I’ve been using $17,500 as a fee for close to ten years; it’s time for rate increase.

Starting February, the monthly rate will climb to $20,000. Inquires fielded before February will hold old pricing.

Many small companies spend scores or thousands of dollars on advertising and marketing. Larger companies hundreds of thousands. And most do so without a brand strategy. Without an organizing principle. Those who invest in a brand strategy make the best one-time investment of their business lives.

A pittance in the total scheme of things.

Peace.  

 

 

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