April 25, 2024

How do you measure the value of a rebrand?

Branding (or rebranding) is super far upstream from something like “increasing revenue.”

By which I mean it’s pretty hard to credibly say something like:

“If you pay us $50k to rebrand your business, you’ll make an extra $500k this year!”

But the branding expert doesn’t have to claim to directly contribute to the bottom line to measure the value of the engagement.

Why?

Because the buyer already believes that branding will improve something that contributes to the bottom line.

How do I know this?

Because they wouldn’t be wasting their valuable time talking to a branding expert for no reason!

The trick is finding out what the something is before you set your prices.

Yours,

—J