How Much Should You Charge for Branding Projects? A Guide for Freelance Designers
Figuring out how much to charge for branding projects can feel overwhelming, especially when you're just starting out. Should you charge hourly or per project? Are you undercharging or leaving money on the table? As a freelance designer, setting your rates isn’t just about covering costs—it’s about valuing your expertise and building a sustainable business.
Whether you're a new designer looking for pricing guidance or an experienced branding expert ready to raise your rates, this post will break down what you should be charging based on your experience level. Plus, at the end, take the interactive pricing quiz to find out where you stand!
Why Pricing Branding Projects Can Be Tricky
Unlike in-house designers who earn a set salary, freelance brand designers have to consider business expenses, client acquisition, and project scope when setting their rates. Many designers struggle with:
✅ Fear of charging too much and scaring away potential clients
✅ Not knowing industry standards and undercharging for their expertise
✅ Switching from hourly to flat-rate pricing but not knowing how to calculate it
✅ Understanding value-based pricing and how to charge for results, not just deliverables
If you’ve faced any of these challenges, you’re not alone. The key to setting your branding rates is understanding where you are in your design career and how much value you bring to the client.
How Much Should You Charge? A Breakdown by Experience Level
Your pricing should evolve as you gain more experience, refine your process, and position yourself as an expert. Here’s a general guideline for pricing branding projects:
1. Newbie Designer: $1,000 – $2,000
🟢 You’re just starting out with less than a year of real-world design experience
🟢 Your portfolio is still growing, and you're learning how to manage client projects
🟢 You might charge hourly rates at first and gradually move to flat-rate pricing
🟢 Your main focus should be gaining experience, building confidence, and networking
💡 Tip: If you're in this phase, focus on taking on smaller branding projects and refining your process before raising your prices.
2. Freelancer Designer: $3,000 – $6,000
🟠 You have a solid portfolio with real client work and are ready to charge premium rates
🟠 You’ve developed a clear branding process and understand how to price your work
🟠 You charge flat project rates based on deliverables and are starting to explore value-based pricing
🟠 Your main focus should be niching down and attracting high-quality clients
💡 Tip: Start limiting revisions, refining your workflow, and using strategic pricing to reflect the value you bring.
3. Creative Expert: $7,000+
🔴 You have years of experience, a niche portfolio, and clients who seek you out
🔴 Your branding projects are no longer just about visuals—clients pay for your expertise and strategy
🔴 You charge value-based pricing, meaning your rates are based on the business impact of your work
🔴 Your main focus is on positioning yourself as an industry leader and scaling your business
💡 Tip: If you’re at this level, stop charging based on deliverables—instead, price your branding packages based on the results and transformation you provide for the client.
How to Calculate Your Branding Rates
If you’re unsure how to calculate your branding prices, here’s a simple formula to help:
📝 (Desired Monthly Take-Home Income + Business Expenses) ÷ Number of Projects Per Month = Your Per-Project Rate
Example:
✅ You want to take home $8,000/month
✅ Your business expenses (software, insurance, taxes, etc.) total $2,000/month
✅ You plan to take on 2 branding projects per month
($8,000 + $2,000) ÷ 2 = $5,000 per branding project
This formula ensures that you’re not just covering costs but actually building a profitable design business.
The Power of Value-Based Pricing
Many experienced designers switch from flat-rate pricing to value-based pricing, where they charge based on the ROI (Return on Investment) they bring to a client.
💡 Example: If a client’s goal is to generate $100,000 in new business, charging them $10,000 for a brand identity that supports that goal is entirely reasonable.
To successfully implement value-based pricing, you need to:
✔️ Ask clients strategic questions to understand their business goals
✔️ Position yourself as a problem solver, not just a designer
✔️ Price based on results, not just deliverables
