It depends significantly on the depth of the work — and what the brand actually needs to do.

Brand identity in Australia ranges from a few thousand dollars for a basic logo and style guide, to $50,000 or more for a comprehensive brand strategy and identity program for a complex business. Here’s a breakdown of where the investment goes:

Entry-level brand identity — $3,000 to $8,000. Typically a logo, a colour palette and basic typography. Minimal strategic input. Suitable for very early-stage businesses or sole traders who need something to start with. Not built to scale.

Mid-range brand identity — $8,000 to $20,000. Where strategic thinking begins to enter the picture. Positioning work, a more considered visual identity system, brand guidelines that extend beyond the logo. Appropriate for established small businesses ready to invest in how they’re perceived.

Premium brand identity — $20,000 to $50,000+. A full brand strategy and identity program: competitive analysis, positioning, naming if required, comprehensive visual identity, verbal identity, tone of voice, and brand guidelines built to govern the brand across all touch-points. This is the work that defines how a business is perceived for the next decade.

Complex or multi-brand programs — $50,000 to $100,000+. Large organisations, brand architecture across multiple products or divisions, or businesses undergoing significant repositioning. Involves extensive research, stakeholder engagement and a rigorous strategic process.

The most important thing to understand is that the price difference between entry-level and premium branding isn’t primarily about how much the brand costs to produce — it’s about how much thinking went into what the brand needs to say. A brand built on deep strategic foundations will outperform a beautiful logo sitting on top of nothing, every time.