$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.