HOW MUCH SHOULD SERVICE PROVIDERS SPEND ON BRANDING?

It doesn’t matter what season of business you’re in, we end up asking the same question: how much should I spend on branding?

The truth is, there isn’t a one-size-fits-all answer. The right investment depends on your stage of business, your goals, and the level of support you need. Branding is an investment in the growth and sustainability of your business. To help you set expectations, here’s a simple breakdown of what branding can cost at different phases of business.

CONTENTS

• Phase 1: Starting out

• Phase 2: Growing and gaining traction

• Phase 3: Scaling or rebranding for growth

• How much should you spend on branding?

PHASE 1: STARTING OUT (DIY OR SEMI-CUSTOM OPTIONS)

This is for solopreneurs in the early stages of business, testing out their services, and building their first client base.

At this stage, your priority is getting your business off the ground. You don’t need to over-invest right away, but you do need a professional presence that gives you the confidence to put yourself out there.

The cost of branding in Phase 1: $0–$2,500+

This might include DIY options, Canva templates, or semi-custom brand solutions. For early-stage service providers, I recommend:

• My Brand Identity Masterclass: A budget-friendly way to learn how to create your own brand identity with confidence. Total investment $39.

• Semi-Custom Brand Kits: Pre-designed, customizable brand identities that give you a polished and professional look without the breaking the bank. Total investment $800.

My professional advice: Keep it simple but consistent. At this stage, brand investment is about creating a foundation to grow from.

Fitness Brand Kit

Collective Brand Kit

Florist Brand Kit

PHASE 2: GROWING AND GAINING TRACTION

This is for service providers with steady clients who want to claim space in their industry with a brand that reflects their expertise and supports their growth.

Now that you’ve established your offer suite, it’s time for a more intentional brand. This is where you transition from just starting out to sought-after business. The cost of branding here reflects both design and strategy, which will guide you through your next phase of growth.

The cost of branding in Phase 2: $3,000–$8,000+

On the lower end, you’ll receive a complete brand identity (logos, colour palette, typography, and brand guidelines). On the higher end, we’ll layer in brand strategy and foundational messaging to give you clarity on your positioning, values, and voice.

This is where my Brand Strategy & Design services come in—perfect for service providers ready to take their business seriously, stand out in the market, and sustain their success.

My professional advice: Investing in strategy alongside design ensures your brand doesn’t just look good, it helps sell your services for you.

The Modern Hair Academy took their brand development seriously with brand strategy and design services

Related: From Stuck to Scaling: A Strategic Guide for Evolving Small Businesses

PHASE 3: SCALING OR REBRANDING FOR GROWTH

This is for established businesses ready to scale, evolve their services, or reposition in the market.

At this stage, your brand needs to support long-term goals and reflect your business at its next level. A rebrand here goes deeper than visuals to prioritize brand strategy, market positioning, and creating a consistent client experience.

The cost of branding in Phase 3: $8,000–$15,000+

A strategic rebrand at this level often includes:

• In-depth brand strategy and positioning

• A complete visual identity system

• Website design and development

• Branded collateral and extras tailored to your unique client journey

  
  

If you’re in this phase, I recommend reaching out for a custom proposal. Every established brand’s needs are different, and your brand investment should reflect your long-term vision.

My professional advice: Think of this as setting the foundation for sustainable growth. A strategic rebrand opens doors to higher-value clients, premium pricing, and new opportunities.

HOW MUCH SHOULD YOU SPEND ON BRANDING?

When business owners ask, “How much should I spend on branding?” the answer always comes back to your stage of business and your goals. Many experts recommend investing 5–10% of your annual revenue on branding and marketing. But always, always invest in branding before marketing. Your brand investment may be large upfront, but it pays off for years to come by making every piece of your marketing more effective.

If you’re just starting out, just know that your brand doesn’t have to be built all at once. The key is aligning your investment with where you are in business right now and planning to evolve as you grow.

Branding is one of the smartest business investments you can make. It’s about creating the perception and trust that attracts the right clients and fuels your success.

If you’re ready to explore your options, take a look at my branding services for small businesses or book an intro call with me to talk through what brand investment makes the most sense for your business right now.

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Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.