Our directory features leading B2B branding agencies in the US, vetted by our expert-led team, to sharpen your market positioning and build lasting brand authority for your business. Compare providers by expertise and budget to find the right partner.
List of the Best Branding Companies in the US
18 Companies-Rankings updated: September 05, 2026
Branding agencies are assessed based on brand strategy, creative capabilities, and verified client feedback to support informed decision-making. Some placements may be paid partnerships.
Bird Marketing is a branding agency with a service range covering logo design, stationery, brand guidelines, brand strategy, rebranding, and print design. A practical fit for businesses that want brand positioning and visual identity handled by one team from strategy through to execution...
Top Services:
SEO
Digital Marketing
Web Design
PPC
Web Development
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Location
New York City, New York
Number of Employees
Under 49
Average Hourly Rate
$100/hr
Minimal Budget
$1,000 - $10,000
Portfolios Count
73 Projects Listed
Bird Marketing Services
SEO
Digital Marketing
Web Design
PPC
Web Development
WordPress Website Design
Social Media Marketing
Design Services
eCommerce Development
Branding
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
FirstData
Supermicro
St James's Place
Huawei
Cancer Research
Fiserv
Ordnance Survey
Moda Minx
Maze Rattan
Essex County Council
Data sourced from the agency's DesignRush profile
Bird Marketing Reviews & Testimonials
Olivia Lindeloo
Marketing Consultant at Ad Hoc Property Management
5.0★
Web Design Review from Olivia Lindeloo
We recently worked with Bird Marketing on the full design and build of our new website, and we are delighted with the entire experience. From the very beginning, the communication and support were excellent, and the end result is exactly what we were hoping for.
We want to give a special mention to Jess, who managed the design and was our main contact throughout the project. She made every stage feel smooth, clear and well supported. On the technical side, Call handled all of the development work and the Salesforce integrations with great skill. Everything functions perfectly and the technical delivery has been outstanding.
The team responded quickly every time we had a question or request. Even when the scope of the website changed during the project, Bird remained flexible, understanding and genuinely helpful. Their willingness to adapt made a real difference.
Now that the site is live, we are excited to continue working with Bird as we begin our SEO project, especially with Lewis, who we are very much looking forward to collaborating with.
Bird Marketing has been exceptional across design, development, communication and ongoing support. We are very happy with every aspect of the project and highly recommend their team.
Julio Amorim
CEO at Snappic
5.0★
SEO Review from Julio Amorim
We've been working with Bird Marketing for our PPC campaigns, and the results have been fantastic. Since they took over our Google Ads, we've seen a noticeable increase in qualified sales and a much better return on ad spend. The team is proactive, transparent with their reporting, and always looking for ways to improve our performance. Highly recommend them if you're looking to scale your paid search.
Brandon Watts
Marketing at Virtus
5.0★
Digital Marketing Review from Brandon Watts
Working with Bird Marketing has been a game-changer for our business growth. They didn't just turn on ads; they completely optimised our strategy to drive higher conversion rates. If you want to see real, measurable growth from your paid search, this is the team to call.
Reviews verified by DesignRush and sourced from the agency's profile
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Core Concepts Design: Empowering Businesses with Modern Optimized WordPress Web Designs. With a strong foundation in academia and over 30 years of combined experience, we are a multi-disciplinary digital marketing agency committed to delivering results-driven websites. Our personalized approach and holistic...
Top Services:
Web Design
WordPress Website Design
Web Development
Branding
SEO
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Location
Ionia, Michigan
Number of Employees
Under 49
Average Hourly Rate
$50/hr
Minimal Budget
$1,000 - $10,000
Portfolios Count
8 Projects Listed
Core Concepts Design Services
Web Design
WordPress Website Design
Web Development
Branding
SEO
Creative Services
Design Services
UI/UX Design
eCommerce Development
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
TEDx
Chicago Thanksgiving Parade
Vilia Soap Company
Isenberg Consulting Group
Illumia Consulting Group
Aqua.Design
City of Gardena, LA
Imperial Holdings Group
Praxix Prof. Tepper
The Kokua Group
Data sourced from the agency's DesignRush profile
Core Concepts Design Reviews & Testimonials
Henry Powell
CEO at AAG Markets
5.0★
WordPress Website Design Review from Henry Powell
Kudos to this WordPress web design team for exceeding our expectations! Their attention to detail and commitment to excellence were evident throughout the entire project. They not only delivered a beautiful website but also provided valuable insights and recommendations to enhance our online branding strategy. Our new site reflects the professionalism and quality of our business, thanks to their expertise. Highly recommended!
Darren Ainsworth
Dietitian at Sanford Health
5.0★
WordPress Website Design Review from Darren Ainsworth
Absolutely thrilled with the results of our WordPress web design project! This team's creativity and technical proficiency transformed our outdated website into a modern masterpiece. They seamlessly integrated our desired features and functionalities, ensuring a seamless user experience. Their responsiveness and professionalism made the entire process smooth and stress-free. We couldn't be happier with the outcome and look forward to continued collaboration!
Alister Toma
Managing Director at Park Properties Inc
5.0★
WordPress Website Design Review from Alister Toma
Working with this WordPress design team was an absolute pleasure! From the initial consultation to the final launch, they demonstrated professionalism, expertise, and a keen eye for detail. Our website now not only looks fantastic but also performs seamlessly across all devices. Their dedication to delivering a tailored solution truly sets them apart. 5 stars!
Reviews verified by DesignRush and sourced from the agency's profile
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Accelerate Your Business Success With #No. 1 Leading Digital Marketing Company
Harness our one-of-a-kind digital marketing solutions and leave a lasting impression on your clients. Marqade is the #1 digital marketing company that has delivered unmatched results to brands since its inception. We specialize in SEO, PPC, content marketing & quality lead generation...
Top Services:
Branding
Design Services
Digital Strategy
Web Design
eCommerce Development
Show more
Location
Alpharetta, Georgia
Number of Employees
50 - 99
Average Hourly Rate
$15/hr
Portfolios Count
3 Projects Listed
Marqade Inc Services
Branding
Design Services
Digital Strategy
Web Design
eCommerce Development
WordPress Website Design
Social Media Marketing
Email Marketing
Digital Marketing
SEO
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Payoneer
Peachmind
Fort Dexon
Legendnt
TrustCasino.Pro
Nirvannadesigns
Apparelartist
Universal
SetVR XL-Unleashed
Avitasen
Data sourced from the agency's DesignRush profile
Marqade Inc Reviews & Testimonials
Harry Gill
Manager at MAC
5.0★
SEO Review from Harry Gill
Marqade helps us generate enhanced quality traffic via user-generated content. Content marketing is the backbone of any industry, bringing relevant traffic and conversion. The writing team at Marqade works hard to understand and produce top-notch writing copies. Highly recommended for content marketing services.
Savannah Nguyen
Owner at Digital Marketing Agency
5.0★
Digital Marketing Review from Savannah Nguyen
Marqade proved to be an efficient and professional online reputation management agency. They helped me organize data seamlessly and provided valuable support throughout the process. I highly recommend them to anyone looking for reliable reputation management services.
Rupam Khanna
Owner at Merakk
5.0★
PPC Review from Rupam Khanna
I am grateful to the Marqade services. If anyone seeks a digital marketing platform that can boost your business's online visibility over the internet and grow your business more, then my fellow buddies! Look no further than Marqade. A big thanks to the whole PPC team, who is working really hard to grow our business worldwide.
Reviews verified by DesignRush and sourced from the agency's profile
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Working to rid the world of bad design, one job at a time.
GMCI Creative is a full-service digital, print, web, video and experiental marketing and design agency that has been in Chicagoland since 1991. GMCI is a Certified Woman Owned Business. DUNS # 114578276. Cage ID 8FAF3...
Top Services:
Branding
Web Development
Graphic Design
Digital Marketing
Digital Services
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Location
Elgin, Illinois
Number of Employees
Under 49
Average Hourly Rate
$125/hr
Minimal Budget
Under $1,000
Portfolios Count
4 Projects Listed
GMCI Services
Branding
Web Development
Graphic Design
Digital Marketing
Digital Services
Video Production
Web Design
PPC
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
United States Census
Mid America Corp
Balanced Environments, Inc.
Coca-Cola
Major League Baseball
School District U-46
Doctors of Physical Therapy
Brittain's Oil Express
Midwest Groundcovers
Judson University
Data sourced from the agency's DesignRush profile
GMCI Reviews & Testimonials
Gayle Kruckenberg
Sales Director at Balanced Environments, Inc.
5.0★
Web Development Review from Gayle Kruckenberg
Gilmore Marketing Concepts, Inc. has been a phenomenal asset to our company growth and brand awareness. From a full web site redesign to print work, digital marketing conception and creation as well as full picture marketing management we have been extremely pleased. We have experienced individual attention, speedy service and top notch creativity. They understand how to work with our team as well as our corporate branding.
Gayle Kruckenberg
Review from Google
5.0★
Gayle Kruckenberg's Review Sourced from Google
Gilmore Marketing Concepts, Inc. has been a phenomenal asset to our company growth and brand awareness. From a full web site redesign to print work, digital marketing conception and creation as well as full picture marketing management we have been extremely pleased. We have experienced individual attention, speedy service and top notch creativity. They understand how to work with our team as well as our corporate branding.
Len
Review from Google
5.0★
Len's Review Sourced from Google
So happy our company chose Gilmore Marketing for our marketing needs. The Gilmore team is so easy to work with, they have a magnificent imagination and vision to create stellar marketing products. I highly recommend.
Reviews verified by DesignRush and sourced from the agency's profile
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Fusion Forge Tech crafts custom web and mobile solutions that blend sleek design with powerful functionality. We build fast, scalable, and user-friendly platforms tailored to your goals whether you're launching a startup or upgrading an enterprise system...
Top Services:
Web Development
Mobile App Development
Software Development
Digital Marketing
Blockchain
Show more
Location
Miami, Florida
Number of Employees
Under 49
Minimal Budget
$1,000 - $10,000
Portfolios Count
1 Project Listed
Fusion Forge Tech Services
Web Development
Mobile App Development
Software Development
Digital Marketing
Blockchain
IT Services
Branding
Social Media Marketing
CRO
Web Design
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Mavrovo Sunny Valley
Property One Coworks Modern Workspaces
Luxor Casino
Ferbey Shop
Red Cross of the Republic of North Macedonia
Creative Wood
BE Pay
Kanaflex
Linic Freight
Bottega Eventi
Data sourced from the agency's DesignRush profile
Fusion Forge Tech Reviews & Testimonials
Creative Wood
Owner at Creative Wood
5.0★
Web Development Review from Creative Wood
Working with Fusion Forge Tech has been a seamless and rewarding experience for our team at Creative Wood. From the initial consultation to the final launch of our website, their professionalism, responsiveness, and technical expertise stood out.
They took the time to understand our brand, goals, and unique needs as a furniture and interior design company. The team delivered a clean, fast, and mobile-responsive website that truly reflects the quality and craftsmanship were known for. Their attention to detail in both design and functionality exceeded our expectations.
What impressed us most was their ability to translate our vision into a practical and elegant digital platform. Throughout the process, communication was clear and efficient, and every request or revision was handled with care and precision.
We highly recommend Fusion Forge Tech to any business looking for a reliable, creative, and skilled tech partner. Their work made a significant impact on our online presence, and we look forward to collaborating with them again in the future.
Reviews verified by DesignRush and sourced from the agency's profile
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We are a team of young creatives that are focused on causing disruption in the marketing world by telling brand stories the way the consumer sees it. Our job is to understand your unique brand image and create content that portrays that image for your consumers throughout social media...
Top Services:
Digital Marketing
SEO
Social Media Marketing
Email Marketing
PPC
Show more
Location
Clifton, New Jersey
Number of Employees
Under 49
Average Hourly Rate
$75/hr
Minimal Budget
$10,000 - $25,000
Portfolios Count
1 Project Listed
XCLSV Media Services
Digital Marketing
SEO
Social Media Marketing
Email Marketing
PPC
Branding
Graphic Design
Video Production
Market Research
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Marketing Stable, LLC houses skilled professionals that are here to help you!...
Top Services:
Logo Design
Social Media Marketing
Web Design
Digital Marketing
Graphic Design
Show more
Location
Reno, Nevada
Number of Employees
Under 49
Minimal Budget
$1,000 - $10,000
Portfolios Count
9 Projects Listed
Marketing Stable Services
Logo Design
Social Media Marketing
Web Design
Digital Marketing
Graphic Design
Advertising
Digital Services
Branding
Content Marketing
Business Consulting
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Zephyr Wellness
Walk The Talk America
Silverado Casino
Sierra Strength & Speed
Rose Creek Pizzeria
Bos Group
Data sourced from the agency's DesignRush profile
Marketing Stable Reviews & Testimonials
Jake Wiskerchen
Review from Google
5.0★
Jake Wiskerchen's Review Sourced from Google
I own and operate an outpatient counseling agency and I hired Kevin in 2019 to take over our website, which had become too cumbersome for me with all my tasks.
The next year is where he and his team really earned their keep as the lockdowns hit and people pivoted to telehealth and mental health services became more popular than ever before. They helped us create a stream of content and social media posts to assuage fears, combat the anxieties of 2020, and ultimately help our business stay afloat.
Since then he has been responsive to all our needs for in-house graphic design (shirts, employee gifts), video and audio content editing (podcasts, YouTube), flyers and banners (community engagement), and of course, the website updates. I cannot speak highly enough of this agency and its commitment to the community.
Maxwell Giesler
Review from Google
5.0★
Maxwell Giesler's Review Sourced from Google
Knowledgeable and creative with their marketing and advertising ideas. Up to date with all current regulations with a top notch understanding of how Google, Facebook, and all other important platforms necessary to branding function. If you want a successful website, marketing campaign, print designs, or just in general your business, go with Kevin and his team.
Reviews verified by DesignRush and sourced from the agency's profile
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ICODA is a Digital Agency. We have been working on the crypto industry market since 2017 and have already participated in the launch of 50+ international projects...
Top Services:
Digital Marketing
CRO
SEO
Social Media Marketing
Blockchain
Show more
Location
Bellevue, Washington
Number of Employees
Under 49
Minimal Budget
$1,000 - $10,000
Portfolios Count
13 Projects Listed
ICODA Services
Digital Marketing
CRO
SEO
Social Media Marketing
Blockchain
Web Design
Web Development
Branding
PPC
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
TON
Floki
BingX
Filecoin
BC.GAME
Huobi Global
BOSAGORA
SaferMoon
ABCC
Vabble
Data sourced from the agency's DesignRush profile
ICODA Reviews & Testimonials
Клим Шилов
Review from Google
5.0★
Клим Шилов's Review Sourced from Google
Our co-operation with ICODA Digital Agency has been extremely positive. ICODA has supported us in the creation of graphics, advertising materials and print materials and has always shown the highest level of professionalism and reliability. We were particularly impressed by the creative design of the posters, which were not only innovative but also perfectly tailored to our needs. We can recommend ICODA without reservation and look forward to future projects with this dedicated team.
Daniel Ostin
Review from Google
5.0★
Daniel Ostin's Review Sourced from Google
We contacted this agency for help in promoting a project from the FinTech sphere. We are very grateful for the competent approach, comprehensive analytics and consulting on strategic issues! In addition, ICODA professionally provided a service for working with influencers, advertising traffic and maintaining social networks. Thank you!
Ethan Lee
Review from Google
5.0★
Ethan Lee's Review Sourced from Google
ICODA offers an outstanding experience, setting itself apart with unparalleled expertise and excellence in the industry. Their network of relationships and PR contacts is truly top-tier, making them a reliable partner for achieving exceptional results. Their services stand out for being trustworthy and consistently delivered with the highest quality standards, ensuring client satisfaction every step of the way.
Reviews verified by DesignRush and sourced from the agency's profile
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If you're a company in growth mode (pre-IPO, raising capital, M/A), in a regulated or consumer industry, we're the agency for you. As a boutique PR firm, we pair executive PR expertise with your business goals. Inc. Power Partner since 2023, Clutch's Top Los Angeles Boutique PR Agency...
Top Services:
Public Relations
Reputation Management
Content Marketing
eCommerce
Digital Marketing
Show more
Location
Los Angeles, California
Number of Employees
Under 49
Minimal Budget
$50,000 & Up
Portfolios Count
6 Projects Listed
Avaans Media Services
Public Relations
Reputation Management
Content Marketing
eCommerce
Digital Marketing
Branding
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Catalyst Marketing Company create getaway plans. Not the plans needed for a bank heist, but getaway plans for people to escape their daily routine. Catalyst Marketing Company are experts in showing your customers how to escape the ordinary - to get out and experience life...
Top Services:
Social Media Marketing
Digital Marketing
PPC
Branding
Media Buying
Show more
Location
Fresno, California
Number of Employees
50 - 99
Catalyst Marketing Company Services
Social Media Marketing
Digital Marketing
PPC
Branding
Media Buying
Graphic Design
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Stop The Spread
Soaring Eagle Casino & Resort
Quechan & Paradise Casino
Data sourced from the agency's DesignRush profile
Catalyst Marketing Company Reviews & Testimonials
Denee Conner
Review from Google
5.0★
Denee Conner's Review Sourced from Google
Catalyst Marketing Company is a GREAT partner when it comes to "making a difference" in your business. I enjoy bringing the event angle to their clients playbook. Great ideas, great people great results.
Larry Baugh
Review from Google
5.0★
Larry Baugh's Review Sourced from Google
Every day is a new and interesting challenge. We enjoy all of our clients and see them as true partners. Their success is our success. Let us see what we can do for you.
Reviews verified by DesignRush and sourced from the agency's profile
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Web Profits International is a USA-based SEO agency specializing in complex SEO, Local SEO, website development and link building. We help businesses increase online visibility, attract qualified leads, and achieve sustainable growth through data-driven strategies and measurable results...
Top Services:
SEO
Branding
Affiliate Marketing
Web Development
Reputation Management
Show more
Location
Dover, Delaware
Number of Employees
Under 49
Average Hourly Rate
$60/hr
Minimal Budget
$1,000 - $10,000
Web Profits International Services
SEO
Branding
Affiliate Marketing
Web Development
Reputation Management
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Crafting Innovative Digital Solutions And Remarkable Products
Unique solution for your business that generates leads. We have relevant experience in this industries & niches: SaaS, CRM, Dashboard, eCommerce, Healthcare, Real Estate, Crypto, Fintech, Social Media, Education, Sports & Fitness, Gambling & more. Websites of our clients receive prestigious awards on...
Top Services:
Branding
Graphic Design
Web Design
UI/UX Design
Mobile App Development
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Location
Miami, Florida
Number of Employees
Under 49
Average Hourly Rate
$60/hr
Portfolios Count
5 Projects Listed
Nixtio Services
Branding
Graphic Design
Web Design
UI/UX Design
Mobile App Development
Web Development
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Distinctive Design, Creative Branding: Where Creativity Meets Agility And Integrity
At Polish & Prose, a branding agency, we provide comprehensive design solutions, encompassing traditional and digital mediums for effective communication. With our roots in brand strategy, we excel at crafting a brand's essence, narrative, and voice, ensuring a unique and unforgettable brand identity...
Professional Photoshop Services for High-Quality Image Editing
Experience the magic of our digital photo manipulation services, where innovation and expertise converge to redefine the boundaries of visual storytelling. Elevate your images, captivate your audience, and unveil the untapped potential within each frame. Step into a world where your imagination takes center...
Top Services:
Graphic Design
Branding
Creative Services
Design Services
Digital Strategy
Show more
Location
New York City, New York
Number of Employees
50 - 99
Average Hourly Rate
$500/hr
Minimal Budget
Under $1,000
Portfolios Count
5 Projects Listed
PRO Photoshop Expert Services
Graphic Design
Branding
Creative Services
Design Services
Digital Strategy
Print Design
Product Design
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
VerveLogic is a digital marketing, website designing & development company offering affordable services to clients across international locations. As one of the leading IT firms, our strength lies in the perfect blend of creative designers, skilled developers and passionate digital marketing experts. Our...
Top Services:
Branding
Package Design
Mobile App Development
Software Development
Web Development
Show more
Location
Seffner, Florida
Number of Employees
50 - 99
Average Hourly Rate
$25/hr
Minimal Budget
$1,000 - $10,000
Portfolios Count
6 Projects Listed
Verve Logic Services
Branding
Package Design
Mobile App Development
Software Development
Web Development
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Icfai University
Choki Dhani
P.M. Group
Pinax
S3T Koncepts
Statley
Vijayaran Palace
Meraki
Lakshya Nano Technologies
Mettle Leap
Data sourced from the agency's DesignRush profile
Verve Logic Reviews & Testimonials
Walker Heroes
Review from Google
5.0★
Walker Heroes's Review Sourced from Google
Verve Logic LLP help my clothing brand in SEO and marketing for more than 2weeks now,I have experience a turn around with more sales and traffic. This marketing brand is one of the best.Thank you.
Stonewood Homestay
Review from Google
5.0★
Stonewood Homestay's Review Sourced from Google
Our experience with Verve Logic has been phenomenal, The entire team is so professional and talented, they understood our requirements and accordingly provided us the tailor suited solutions which has helped us grow a lot, we highly recommend them as your one stop shop for all you digital marketing requirements.
TAMANNA HARSHWAL
Review from Google
5.0★
TAMANNA HARSHWAL's Review Sourced from Google
Verve logic, as a client, is known for it's professionalism and clear communication. They have a strong focus on delivering high-quality digit solutions. Overall they're reliable and goal oriented client, making it easy to work with them on creative and technical projects.
Reviews verified by DesignRush and sourced from the agency's profile
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At BCS Tech, we offer premium web design and marketing services tailored to elevate your brand. Specializing in custom website development and targeted marketing campaigns, we craft solutions that connect with your audience and drive results...
Top Services:
Web Design
Branding
Digital Marketing
IoT
Mobile App Development
Show more
Location
Houston, Texas
Number of Employees
50 - 99
Average Hourly Rate
$250/hr
Minimal Budget
$10,000 - $25,000
Portfolios Count
1 Project Listed
BCS Tech Services
Web Design
Branding
Digital Marketing
IoT
Mobile App Development
Graphic Design
UI/UX Design
SEO
Data sourced from the agency's DesignRush profile, its website, and other relevant accounts
Logo design: $2,000-$10,000 with $50-$150/h on average in the USA
Visual identity: $5,000-$25,000 with $50-$200/h on average in the USA
Messaging and tagline: $3,000-$15,000 with $100-$150/h on average in the USA
Brand guidelines: $5,000-$25,000 with $120-$200/h on average in the USA
Market research: $8,000-$30,000 with $100-$150/h on average in the USA
Brand design: $10,000-$50,000 with $50-$150/h on average in the USA
Brand strategy: $12,000-$60,000 with $130-$150/h on average in the USA
Brand/Rebrand campaign: $50,000-$250,000 with $100-$200/h on average in the USA
What are the average project timelines?
Project timelines vary between agencies, but branding is typically a multi-week effort.
Industry examples:
Quick brand refresh: 8-12 weeks
Full brand (re)launch: 12-24 weeks (3-6 months)
Complex / enterprise rebrand: 6-12 months
Discovery & onboarding: 1-2 weeks
Strategy development: 2-3 weeks
Visual identity design: 4-6 weeks
Guidelines & collateral: 2-6 weeks
What deliverables should businesses expect from a branding company?
A comprehensive branding campaign will hand over all materials needed to apply the new brand:
Research and strategy artifacts
Messaging assets
Visual identity package, including primary and secondary logos, color palette specs, iconography, and any motion-graphic rules
Brand guidelines
Templates and collateral, including editable templates for slide decks, social posts, email signatures, and ads (typically 10-20+ templates).
Source files and assets
Training and rollout plan
What’s the difference between a brand refresh and a full rebrand?
Brand refresh focuses on updating what you already have. It usually involves light visual changes like refining the logo or colors, without changing the core brand positioning.
A full rebrand rethinks the brand from the ground up, including positioning, messaging, and often the name and visual identity. This is typically needed after major business changes like a market shift or a merger.