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How to cost branding, design and marketing (and maximise the value gained)

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When it comes to branding, design and marketing, as with other professional services, you tend to get what you pay for.

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How to cost branding, design and marketing (and maximise the value gained)

  1. 1. BRANDING, DESIGN & MARKETING HOW TO COST (AND MAXIMISE THE VALUE GAINED) BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING WHEN IT COMESTO BRANDING, DESIGN AND MARKETING,AS WITH OTHER PROFESSIONAL SERVICES,YOUTENDTO GET WHATYOU PAY FOR.
  3. 3. BRANDING, DESIGN & MARKETING IT’S A FAMILIAR REFRAIN,BUT IT’STRUE.SO BE PREPAREDTO INVEST SOME MONEY.
  4. 4. BRANDING, DESIGN & MARKETING GETYOUR BRANDING,DESIGN AND MARKETING RIGHT ANDTHE RETURNS CAN BE SUBSTANTIAL.
  5. 5. BRANDING, DESIGN & MARKETING REMEMBERTHAT BRANDING, DESIGN AND MARKETING IS NOT A COMMODITY BOUGHT OFF THE SHELF.
  6. 6. BRANDING, DESIGN & MARKETING IT HASTO BETAILOREDTOYOUR PARTICULAR AIMS,BUDGET, MARKET,COMPETITION AND OTHER CONSTRAINTS AND OPPORTUNITIES.
  7. 7. BRANDING, DESIGN & MARKETING FIRSTLY,A BRANDING,DESIGN AND MARKETING PROJECT WITH SPECIFIC BUSINESS OBJECTIVES WILL CONTRIBUTETOTHE PERSONALITY AND FUTURE OF YOUR BUSINESS.
  8. 8. BRANDING, DESIGN & MARKETING SECONDLY,EFFECTIVE BRANDING, DESIGN AND MARKETING,ANDTHEIR ROLES IN CONTROLLINGYOUR COMPANY IMAGE,CAN POSITIVELY INFLUENCE CUSTOMERS’ PERCEPTIONS OFYOUR COMPANY.
  9. 9. BRANDING, DESIGN & MARKETING
  10. 10. BRANDING, DESIGN & MARKETING WHEN LOOKING AT ESTIMATES FOR BRANDING,DESIGN AND MARKETING SERVICES,THERE ARETWO MAIN DIFFERENCESTO CONSIDER:
  11. 11. BRANDING, DESIGN & MARKETING COMPETITIVE VALUE ISTHE PRICE COMPETITIVE AGAINST RIVAL ESTIMATES?
  12. 12. BRANDING, DESIGN & MARKETING ATTHIS POINT,CONSIDER IFYOU ARE COMPARING LIKE WITH LIKE,OR PEACHES WITH POT NOODLE.THE CHEAPEST PRICE IS RARELYTHE BEST OPTION.
  13. 13. BRANDING, DESIGN & MARKETING BUSINESS VALUE ASK WHAT VALUEYOUR PURCHASE WILL ADDTOYOUR BUSINESS.WHAT RETURN ON INVESTMENT WILLYOU POSSIBLY GAIN FROM IT?
  14. 14. BRANDING, DESIGN & MARKETING IT IS UNLIKELYTHATTHE CHEAPEST OFTHREE QUOTES WILL PROVIDE THE MOST VALUE.
  15. 15. BRANDING, DESIGN & MARKETING THE OLD ADAGE HOLDSTRUE: WHENYOU BUY CHEAP,YOU USUALLY BUYTWICE.
  16. 16. BRANDING, DESIGN & MARKETING IFYOU ARE EXPECTING A HEALTHY INCREASE IN PROFITS ASTHE RESULT OF A BRANDING,DESIGN AND MARKETING PROJECT,THEN ENSUREYOU HAVE PUT ENOUGH MONEY INTOYOUR BUDGET FORYOUR INITIAL OUTLAY.
  17. 17. BRANDING, DESIGN & MARKETING AS ANY SELF-RESPECTING SURGEON WILLTELLYOU, “FAILINGTO PREPARE IS PREPARINGTO FAIL”.
  18. 18. BRANDING, DESIGN & MARKETING DON’T GET LOST IN COSTS: HERE’S OUR 7 ROUTESTO GOOD VALUE.
  19. 19. BRANDING, DESIGN & MARKETING MAKE SURETHE AMOUNTYOU PAY FORTHE EXPERTISE REFLECTS THE RETURN ON INVESTMENTYOU EXPECT FROMTHE PROJECT. >ONE.
  20. 20. BRANDING, DESIGN & MARKETING DON’T SELECT OR DISMISS A COMPANY BASED ON PRICE ALONE.THINK QUALITY OF SERVICE AND IDEAS. >TWO.
  21. 21. BRANDING, DESIGN & MARKETING KEEP INTOUCH WITH ANY CONSULTANCY YOU REALLY LIKE – IFTHE COSTS ARE HIGHERTHANYOU WANTEDTO PAYTHEN ASKYOUR PREFERRED AGENCY IFTHERE IS A WAY OF REDUCINGTHE COST. >THREE.
  22. 22. BRANDING, DESIGN & MARKETING MAINTAIN A CONSTRUCTIVE RELATIONSHIP WITHYOUR CHOSEN CONSULTANT: IT’S KEYTO THE SUCCESS OFTHE PROJECT. >FOUR.
  23. 23. BRANDING, DESIGN & MARKETING BE FEARLESSLY OPEN IN COMMUNICATION WITHYOUR CONSULTANT:ASK ALL OF THE QUESTIONSTHAT OCCUR TOYOU,HOWEVERTRIVIAL THEY MIGHT SEEM. >FIVE.
  24. 24. BRANDING, DESIGN & MARKETING COMMITTO GIVINGYOUR CONSULTANT AS MUCH OF YOURTIME ASTHEY NEED. >SIX.
  25. 25. BRANDING, DESIGN & MARKETING TO AVOID MISUNDERSTANDINGS,LOST TIME,LOST OPPORTUNITIES AND LOST TEMPERS,ENSURETHAT ALL DISCUSSIONS OF COSTS – AND WHATTHEY WILL INVOLVE AND EXCLUDE –TAKE PLACE BEFORETHE START OFTHE PROJECT,AND EVERYONE IS CLEAR ON WHAT COSTS WHAT. >SEVEN.
  26. 26. BRANDING, DESIGN & MARKETING
  27. 27. BRANDING, DESIGN & MARKETING CONSULTANCY AND DESIGN FEES QUOTED IN ADVANCE AND USUALLY RELATEDTOTHE AMOUNT OFTIME A CONSULTANCY WILL SPEND ON A PROJECT. >ONE.
  28. 28. BRANDING, DESIGN & MARKETING THEY ARE COMMONLY CHARGED AT A HOURLY/DAILY RATE AND WILL INCLUDE ACCOUNT-HANDLING FEES. >ONE.
  29. 29. BRANDING, DESIGN & MARKETING EXPENSES COSTS SUCH ASTRAVEL AND ACCOMMODATION INCURRED BY THE CONSULTANCY IN CONNECTION WITHTHE JOB. >TWO.
  30. 30. BRANDING, DESIGN & MARKETING IMPLEMENTATION COSTS PAYMENT FOR MATERIALS AND SERVICES USEDTO COMPLETETHE PROJECT. >THREE.
  31. 31. BRANDING, DESIGN & MARKETING THESE COULD INCLUDE PRINTING, AND COSTS FROM SUPPLIERS LIKE PHOTOGRAPHERS,COPYWRITERS OR EVEN SHOP FITTERS. >THREE.
  32. 32. BRANDING, DESIGN & MARKETING ASKYOUR CONSULTANTTO ALWAYS KEEPYOU INFORMED ABOUT ANY COSTSTHEY INCUR THAT ARE ABOVETHE COSTS DEFINED INTHE QUOTATION. >THREE.
  33. 33. BRANDING, DESIGN & MARKETING THERE ARE ALSO CONSIDERATIONS ABOUT PAYMENTTERMS.THESE WILL VARY BY DESIGNER OR CONSULTANCY.
  34. 34. BRANDING, DESIGN & MARKETING IN SOME INSTANCES,FIXED PRICE ASSIGNMENTS ARE A GOOD IDEATO ENSURETHATYOUR PROJECT DOES NOT OVER-RUN ON BUDGET.
  35. 35. BRANDING, DESIGN & MARKETING
  36. 36. BRANDING, DESIGN & MARKETING IFYOU HAVE A WELL-RUN BUSINESS PROVIDING GOOD SERVICE OR A FINE PRODUCT,THEN SHOULDN’TYOU HAVE BRANDING,DESIGN AND MARKETINGTHAT REFLECTS WHATYOU DO,ANDTELLS YOUR STORY IN IMPACTFUL,RELEVANT WAYSTHAT DRIVE ENQUIRIES,REPEAT TRADE AND PROFIT?
  37. 37. BRANDING, DESIGN & MARKETING THAT’S WHAT GOOD, PROFESSIONAL BRANDING, DESIGN AND MARKETING CAN DO FORYOU.
  38. 38. BRANDING, DESIGN & MARKETING IT IMPROVESTHE BOTTOM LINE.
  39. 39. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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