How much should we spend on corporate rebrand

We are frequently asked what the cost of rebranding an existing business should be.
In fact we’re often asked this question before we even get the opportunity to sit down with the business stakeholders and learn more about their business objectives.
It’s understandable that for many businesses, a rebrand will be a daunting prospect and unless they have done it before how do you place a value of the service.

As a business owner, would you like a one price fits all scenario.  For example, if all the business owner wants is a new logo, what should that cost.  However rebranding is more than a new logo and if that is the only expectation from both sides, it really isn’t a rebranding project in the first place.

It’s not possible to offer a one-stop fits all price for rebranding project.  Every business is different, their challenges are not identical and the business opportunities vary greatly.
If you are rebranding because there is an opportunity to be first to market with a new product or service that has a massive potential upside, you would want to spend a great deal more time (and hence money) on the making sure you get it right.

A very rough guideline for B2B companies is first of all determine what their annual spend is for marketing.   

As a general rule, a company generating $1,000,000 might set aside 7% for marketing expenses.    ($70,000 for the maths challenged among us).
Marketing expenses might be made up of

  • general marketing collateral,
  • social media and content,
  • staff wages & training and
  • market research.

So, if we expect to spend $70k every year on marketing, what might we be expected to spend to create or re-define a brand  (recognising that both exercises differ from one another.)
I rough guide would be double your typical annual marketing spent, but let’s round it down in this instance to 10% of annual revenue.
Which would give us an extremely rough guide of $100k

What would the $100k spend be made up of?

  • Market & Competitor research
  • Brand Audit & Strategy
  • Logos, names & taglines
  • Brand Identity
  • Corporate and/or product stationary
  • Keywords & Content
  • Website & Social Media
  • Photography & Video
  • Marketing Collateral
  • Style Guide
  • Launch

Why redesign a website

Redesigning a website can be a daunting task.  On a business’s list of priorities, the scale of the project can lead to procrastination and business stagnation.  Perhaps updating your business website is genuinely not a priority, but if you’re not sure, here are a few reasons to contemplate.

Your company had recently rebranding, perhaps servicing a new market that has different expectations when communicating it with.

Your website is outdated and features images, fonts or layouts that once worked but are no longer in vogue with your audience.

Internet browsers have improved vastly in recent years both in terms of speed and supported features.  Your site is not taking advantage of these improvements.

Your website is not responsive.  With 50% of traffic to websites coming from mobile devices, your website is not meeting audience expectation.

So what should I think about?
Well before jumping headlong into a redesign project, you should be mindful of your business landscape.  Ask yourself the following questions

What is good/bad about our current website.  Are we changing for the sake of changes or are there issues that must be addressed in order for our company to succeed.

Check out your Google Analytics account and make sure you know what pages have been particularly popular or unpopular  You don’t want to break something that is working.

Take a peek at your competitor’s websites.    There are tools out there that will tell you what their most popular pages are and can help you identify what you can do better.

Talk to customers.  Ask them what they want or need in order to do more business with you.

Why we don’t offer standard prices

Lots of companies publish the price and breakdown of their website design/development packages.
You’ve seen them before, Gold, Silver & Bronze packages, $500, $2,000, $5,000.

This can be reassuring for customers for whom price is the most important component of the job.  These clients feel comfortable knowing what they have to pay upfront, even if they have very little idea of what they actually need for their individual business.

But this model only really effective for the designer if there is a fixed number of design concepts, fixed number of pages and images.  If the numbers aren’t fixed the point between profit for designer and expectation of the customer can be very strained.
But what happens if the customer wants social media integration or search engine optimisation.  Who pays for that, the designer as an ‘expected’ feature of a package or the customer who must put their hand back into their pocket.

In our industry, we can’t offer fixed price solutions because all projects differ.  We can assume all projects will have a common fixed base of requirements, homepage, 5 content pages, 8 images, a contact form, but what else might be required.  What happens to the client who requires 200 pages and images.   How about if the client wants contact emails to be saved to a database or integrated into Mailchimp.  And of course what about the customer who wants ten revisions of pages because detailed requirements weren’t extracted early on.

Companies who offer fixed priced packages fall into a few categories. 
Those who are new to the industry and don’t know how to price their work.  These groups often find they have under priced their projects and it affects their ability to deliver the quality solution their customer expects.
Another work exclusively around free design templates for WordPress.  For this group ‘close enough is good enough’.  This mentality might be due to the fact they need to make a  profit on cheap packages or because they don’t know how to do any better.

Bear in mind, you don’t go to a doctor and expect a fixed price outlook to your condition nor can you expect a plumber to give you a set price on a job they haven’t worked on yet.

We fully understand how comfortable it is for clients to know how much they can expect to pay for a project before they start.  We are also aware that we are the experienced party in the exchange and we are expected to be able to let customers know as early as possible in the initial conversation what we expect the final price to be.
To give a realistic price requires understanding what the customer needs, what their ultimate objective is and what price we need to offer the solution at so we can make a profit.

Give us a call, let us explain it in more details.

Graphic design is more than just logos

Our graphic designers are trained, experienced visual communicators,  who create visual concepts by hand or by using computer software.  Their designs are developed to improve the way you communicate ideas to inspire, inform, or captivate your consumers.

Our graphic designers help to make create brands that make our client organisations readily identifiable by using a variety of mediums to communicate a particular idea or identity to be used in all forms of marketing, advertising and promotions.   Obvious examples are fonts, shapes, colours, images, print design, photography, animation, logos, and billboards. They also collaborate with artists, multimedia animators, and other creative people on many of their projects.

Blue Lily Studios have decades of experience developing brand strategies and creating memorable logos and artwork, however, our graphic designers are also on other projects such as website UX design and many data entry screen designs for server-based applications.  We understand what people need to see on screens and what will make them react most favourable during the on-screen process.

Our designers have an allocated work time which is dedicated to ongoing learning.  They are expected to stay contemporary with new and updated computer graphics and design software, either on their own or through formal software training programs. They must be able to create designs that are artistically interesting and appealing to clients and consumers. They produce rough illustrations of design ideas, either by hand sketching or by using a computer program.


Review of latest free web safe Google fonts

Until recently web designers font choices were limited to a  small group of web safe fonts. These fonts didn’t pixelate or blur when displayed on monitors and worked consistently all the major browsers.  Adventurous web designers resorted to using Flash to use non-web safe fonts or spent a lot of money and development time utilising specialty font services.

Thankfully as internet browsers evolved, support for an incredible array of fonts become available.  Services such as ‘font squirrel’ enabled designers to create convert purchased into web-ready fonts which could be imported to the website and used (with caution) and a bit of coding knowledge.

With over 680 font families to choose from, Google Fonts library has so many fonts there is really no need for the overwhelming majority of web designers to ever purchase another font.  The font library is continously being upgraded, with a keen eye on the latest font trends.

Here is a look a some of the more interesting recent additions.

Maven Pro
This Sans Serif free font improved with geometric shapes. It exudes an image of modernity, stylishness, and elegance. With three ultra light weights, the extensive glyph coverage makes it ideal for most projects.

One of my favourites, its clean lines, style and versatility allow it to work for display and smaller text and includes different weights, making it an ideal family for larger projects.

There’s nothing like a simple script to bring attention to the text and this typeface does that masterfully. Unlike some other script options, Stalemate is highly readable (particularly at bigger sizes) and has a gender-neutral feel, so that you can use it for almost any project.

If you’re working on a project that has multi-language requirements, this family includes a full palette of open source options from a sans serif to condensed to monospaced options that is usable in more than 200 languages. 

League Gothic
This traditional font has all the clean lines that work with today’s flat and material design styles.  When it comes to display options, this typeface is hard to beat. It has nice thick strokes, a tall x-height and highly readable style that works exceptionally well in a variety of uses. 


There are so many free font options available to web designers that there are real dangers of applying the wrong font for your purposes.
Fonts should reflect the documented branding strategy for your small business.
Why are you using it ?
What doe it do for you ?
Call us today and let us advise you on the font select that suits your objective.

Redesigning logos the right way

Examples of corporate logos that were redesigned in the last year

These companies take branding extremely seriously.  The understand the importance of perception of their brand and individual product.  It takes a lot of effort to successfully develop a brand and there are many reasons my companies might decide to change their logo.  However, just for something to do is definitely not one of them.

Here are a three reasons to change an established logo.

  • The company’s reputation and image has been damaged.
    The most immediate example that comes to mind is BP after the oil spill, but there are tonnes of examples.
  • The company has moved into a new market space.
    The phone company Nokia has transitioned many times, from paper milling to rubber plantations, the logo has evolved accordingly.
  • It’s hard to reproduce it
    Apples original logo was a rainbow coloured symbol, but the company found it hard to reproduce on various surfaces, so the single colour version was adopted.

Examples of changes this year

Guinness – the nectar of the Gods
You can bet the designers had to reign themselves back on this a few times.  The challenge here might have been creating something new and staying true to the established look. But by moving away from the trend of flat designs they’ve created a contemporary logo that reflects the brand’s history.

Blue Lily Studios – Branding logos – Guinness

Gumtree – who hasn’t used it once ?
The logo re-brand was part of a website overhaul.   The core principals for the designers to consider were: modern, simple and digital. 
The new logo clearly meets it’s objective of being a clear, simple brand image that cultivates an online community.

Blue Lily Studios – Branding logos – Gumtree
Blue Lily Studios – Branding logos – Kodak

If ever a company had a need to re-brand themselves it’s Kodak.  On the heels of a previously not too successful attempt at re-branding, we thing this one nails it.
It maintains the red and yellow colour scheme, but adds a new typeface and layout.  The intention is to represent the perforations on the edges of old film stock.  –  Hats off to the designer.


Small business branding or Product branding ?

As a very quick definition, small business branding is process of marketing various products or services under the name of a company.  The objective to create an experience or expectation that the client comes to associate with your business name and products.

On the other hand product branding is the companies marketing strategy for promoting  individual products without the company’s name being immediately associated with the product in it’s advertising campaigns or even on the product labeling.
An example might be an established company own supplier a lower quality product that is suited to a particular market segment and separate to the quality products desired by their high end niche market.

Small Company Branding
We specialise in helping brand campaigns for small businesses.  We talk to the owners, to their customers, their suppliers, we even talk to competitors.  Our goal is to understand the market space.  We want to understand what influences the customers to buy, to share positive stories and to come back and buy again.
We develop an entire network of marketing collateral with a common purpose.  That purpose is to associate our clients products and services with the most memorable positive experience possible.
We guide clients in setting up the a communication style that will carry through on everything that a client touches, such as website, social media platforms, product brochures & packaging, display signage, stationary, social media platforms.  Our objective is to create a consistent positive impression every time a client considers our products.

Product Branding
An example of product branding that will be familiar with is Lexus.  Lexus are the top end vehicles manufactured by Toyota.  The Toyota name is not mentioned in any marketing material for Lexus.  The Lexus range of cars have their own logo, websites, marketing materials and a very different marketing strategy.

However, one interesting aspect of this product branding is that it is common knowledge that people are well aware that the Lexus brand is very much associated with Toyota.  One might speculate that this has encouraged Toyota customers to perceive the higher end Toyota range with the quality and styling of the Lexus range.

There can be more than one way to appreciate any marketing stratgey.

What is the point ?
Why bother with individual product branding, it my small business branding is so strong that the product could leverage off the business name.
One advantage is that having a suite of individual products allows you to test the market without damaging the small business brand.
You can introduce an entire range of products, each with individual branding and let the market inform you which they like and in turn what they are prepared to pay for.
Discovering hidden gems through product marketing allows small businesses to identify the most successful products from the range which they may decide to incorporate under the small business brand in the future.

Can we help
Yes we can.  Rather than rebuilding the wheel for each new product, we can develop product brand templates for your company.
Using a successful circular strategy we can quickly develop libraries of templates that will allow you to successfully take new products to market at a much lower cost than creating new concepts everytime.

Please call us today.