Reduce costs: where it's safe, where it's harmful
There are ways to save without losing anything, and there are ways to save once but pay back many times. This article clearly separates the two types.
There are seven common ways to reduce branding design costs. Three methods are nearly free: narrow the scope and work in phases, bring a clearly written positioning statement, and appoint a single point of contact for approvals. One method incurs moderate costs: using existing images and fonts instead of custom ones. Three methods are costly: skipping usage guidelines, omitting strategy, and choosing unusually low quotes.
- Businesses with a limited budget but already have a running product
- For those who need to cut back the scope without compromising the core
- The business owner is considering an unusually low quote.
- Businesses that have not yet identified their core product and target audience
Limited budgets are normal, and saving in the right places is advisable. The issue arises only when the wrong things are cut. Sinh Vũ categorizes seven common methods into three groups based on the real costs involved.
Figures in USD. All prices on this page are in Vietnamese dong. Converted at roughly 26,300 VND to the US dollar (August 2026), the market bands are:
- Brand identity system: Template tier $50 to $600; Mid studio tier $1,250 to $3,750; Senior brand studio tier $5,750 to $19,000.
- Packaging design: Template tier $50 to $200; Mid studio tier $200 to $750; Senior brand studio tier $3,000 to $11,500.
- Website and digital experience: Template tier $250 to $750; Mid studio tier $550 to $2,250; Senior brand studio tier $3,750 to $15,000.
Sinh Vũ works at the senior studio tier. Entry points: Brand identity system from $5,750; Digital brand experience from $3,750; Packaging identity system from $3,000; Sales and communication kit from $1,500. These are starting points, not a price list; the final figure is built from each project's real scope.
Three ways to save almost without losing anything
Narrow the scope and work in phases. Start with the core elements including positioning, logo, color palette, font set, and basic guidelines. The remaining touchpoints can be developed later based on actual needs, once you know what sells. This is the healthiest way to save money, and Sinh Vũ actively recommends it for projects with limited budgets.
Bring a clearly written positioning statement. If the business already has market research, customer personas, and a well-defined positioning statement, the diagnostic phase can be significantly shortened. The condition is that the document must be genuinely usable, not just an old presentation that everyone agrees on but no one follows.
Appoint a single point of contact for approvals. One person makes the decision, rather than a committee with differing opinions. Most of the time external teams spend is on revisions due to conflicting feedback from within the company. This approach is not only cheaper but often yields better results.
A moderately costly option
Use stock images and licensed fonts instead of custom photography and hand-drawn typography. It saves money, but lacks uniqueness. Competitors can purchase the same image and a popular font, making your brand look like hundreds of others. This is acceptable in the early stages, but established brands should invest in this area.
Three short-term cheap options that are expensive in the long run
Skip usage guidelines. Only receive design files, without any usage documentation. Without guidelines, each person in the company will use a different style, and six months later the identity system will deviate from the original, rendering the investment wasted. This is the most seemingly harmless cut with the clearest consequences.
Skip the strategy and jump straight to design. Directly request designs without any diagnosis. At that point, whether it looks good or bad becomes a matter of taste, as there is no basis to say one option is better than another. This is the most common reason a project must be redone after a year, and redoing it costs twice as much.
Choose unusually low quotes. Significantly lower than the average for the same category. The losses often lie outside the quote: no transfer of ownership, no delivery of original files, images sourced from stock that may overlap with other brands, and no accountability in case of trademark disputes.
A quick test. Before cutting a budget item, ask: if we cut this, who will handle it later, and how much will it cost then? If the answer is that no one will handle it, then it is not saving money but abandoning the task.
If the budget is really not enough
Sinh Vũ is straightforward: there are stages when a structured branding approach should not be undertaken. If a business has not defined its core product, does not know its customers, or is continuously changing its model, creating an identity at this stage will almost certainly need to be redone. At that point, the investment should focus on finding a sellable product before building its identity.
If the product is already running and the issue is just that this year's budget is tight, the phased approach mentioned at the beginning is the path Sinh Vũ recommends most.
Decision checklist
Topic: How to lower design costs without compromising quality. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Compiled from practical implementation and scope consulting by Sinh Vũ, compared with industry design service pricing guidelines (wearetenet.com, 8gnc.io).
Frequently asked questions
How to reduce brand design costs without compromising results
The three safest methods: narrow the scope and work in phases, bring a clearly written positioning statement, and appoint a single point of contact for approvals instead of a committee. These three methods genuinely reduce costs without compromising the quality of the core elements.
Should you choose the lowest quote?
It is not necessarily wrong if it fits the required scope and the person executing it is capable. The issue arises when that low cost is achieved by omitting things not reflected in the quote: ownership rights, original files, uniqueness of images, and accountability in case of disputes.
When not to invest in branding
When a business has not defined its core product, does not clearly know its customers, or is continuously changing its business model. Creating an identity at that stage will almost certainly need to be redone. It is better to invest in finding a sellable product first.