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How to Plan Your Brand Budget for Next Year
Planning brand spend for the new year? A practical way to split budget between strategy, identity, content and upkeep, with a simple planning table.
Many businesses decide their marketing budget without separating brand from everything else. The result is brand work that gets squeezed or done in a rush. If you’re planning next year now, a little structure goes a long way.
In this article
What counts as brand spend
Brand spend is what builds recognition and trust over time, as opposed to campaigns designed to produce a quick sale. It includes:
- Strategy and positioning. Deciding what you stand for.
- Identity. Name, logo, colours, type, imagery and guidelines.
- Brand assets. Packaging, signage, templates, photography and video.
- Content. Website, articles, social and email that carry your voice.
- Upkeep. Reviews, updates and training to keep things consistent.
A simple way to split it
There’s no perfect formula, and the right balance depends on your stage. As a starting point:
| Stage | Where to focus |
|---|---|
| Just starting | Name, identity and a simple website. See our start-up branding checklist. |
| Growing | Strategy, content and consistent assets across channels |
| Established | Upkeep, refresh and entering new markets |
Work out the real cost
Costs vary with scope, so get quotes for the specific work you need. Our guide to how much branding costs in the UK explains what drives price, and our guide to choosing a branding agency in London helps you compare quotes fairly.
Budget for the parts people forget
- Rolling out the brand. New signs, packaging and templates often cost more than the design itself.
- Photography. Good images are a long-term asset.
- Training. A short session for the team keeps the brand consistent.
- Printing and production. Quantities and materials change the price.
- A contingency. Keep ten to fifteen per cent aside for surprises.
Choose the right supplier
An agency, a freelancer and an in-house hire each suit different situations. See agency, freelancer or in-house.
A worked example
Imagine a growing business with a modest budget. In the first quarter it spends on strategy and a short audit. In the second it commissions a refreshed identity and a one-page brand sheet. In the third it rolls the new look out to packaging and templates. In the fourth it reviews results and plans the next year. Spreading the work like this keeps each payment manageable and lets the business learn as it goes.
Decide how you will judge it
Before you spend, decide what success looks like: more enquiries, higher prices, better reviews or faster hiring. Our brand strategy template helps you set goals. Check progress quarterly.
Plan in phases
If the full budget is out of reach, split the work into phases. Strategy first, then identity, then rollout. Each phase delivers something useful on its own.
If you would like an honest view of what your brand needs and what it might cost, book a free brand consultation.
