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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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In today's competitive business landscape, effective brand strategy and positioning are no longer one-time projects but ongoing necessities. As markets evolve and consumer preferences shift, companies need continuous brand guidance to stay relevant. For brand strategists and consultants, this creates an opportunity to transition from project-based work to recurring revenue models. But a critical question remains: how do you price these ongoing services in a way that's both profitable for you and valuable for clients?
The Shift to Retainer-Based Brand Strategy Services
The traditional project-based approach to brand strategy—where consultants parachute in for a major rebrand or positioning exercise and then disappear—is increasingly being replaced by ongoing partnership models. According to a 2023 survey by the Brand Strategy Guild, 68% of brand consultancies now offer some form of recurring service option, compared to just 32% in 2018.
This shift reflects a fundamental truth: brand building is a marathon, not a sprint. Effective positioning requires consistent application, measurement, and refinement over time.
Core Components of Ongoing Brand Strategy Services
Before establishing pricing, define what your recurring brand strategy services will include. Common components include:
- Quarterly strategy reviews and adjustments
- Monthly brand health assessments
- Competitive positioning monitoring
- Brand messaging refinement
- Brand consistency audits across channels
- Market trend analysis and recommendations
- Brand performance metric tracking
By clearly articulating these deliverables, you create tangible value that justifies recurring fees.
Pricing Models for Brand Strategy Subscriptions
1. Tiered Subscription Model
This approach offers different service levels at corresponding price points:
- Essential ($2,500-5,000/month): Quarterly strategy sessions, monthly brand health checks, basic competitive monitoring
- Professional ($5,000-10,000/month): Adds detailed brand performance analytics, bi-monthly strategy sessions, expanded competitive analysis
- Enterprise ($10,000-20,000/month): Comprehensive brand management including crisis planning, weekly touchpoints, dedicated strategist
According to Forrester Research, tiered models have a 72% higher client retention rate than flat-fee structures, likely because clients can choose the exact level of service that matches their needs.
2. Value-Based Pricing Model
This model ties your pricing directly to measurable business outcomes. For example, you might charge a base retainer plus performance bonuses tied to:
- Improvements in brand awareness metrics
- Increases in brand sentiment scores
- Market share gains attributable to positioning
- Revenue growth in strategically targeted segments
While more complex to implement, value-based pricing for brand positioning retainers has proven effective for consultancies working with metrics-driven organizations.
3. Hybrid Project-Retainer Model
Many brand strategists find success with a hybrid approach:
- An initial higher-fee project phase that establishes the brand foundation
- Followed by a lower monthly retainer for implementation support and ongoing refinement
This model acknowledges the higher value and time investment of the initial strategic work while creating a pathway to long-term collaboration.
Factors That Should Influence Your Brand Consulting Pricing
Several key variables should shape your pricing strategy:
Client Size and Complexity
Enterprise clients with multiple sub-brands, complex stakeholder structures, and broader market presence require more time and expertise. According to a 2022 Agency Pricing Survey, brand consultants charge an average of 2.3x more for enterprise clients than for mid-market companies.
Service Scope and Depth
Will you be handling implementation or just strategy? Are you providing comprehensive positioning work across all audience segments or focusing on specific areas? The breadth of your engagement should directly impact your recurring branding service fees.
Value Delivered
A brand strategy that impacts a $500 million business creates more absolute value than one for a $5 million business. Value-conscious pricing acknowledges this reality while remaining fair to smaller clients.
Resource Allocation
Consider how much of your team's capacity each client will consume. High-maintenance clients requiring frequent communication may warrant premium pricing regardless of their size.
Common Pricing Mistakes to Avoid
1. Underpricing Initial Engagements
Many consultants set low initial prices to win business, then struggle to raise rates later. Instead, consider offering a comprehensive initial strategy phase at appropriate rates, then transitioning to a maintenance retainer at a lower but still profitable price point.
2. Failing to Demonstrate Ongoing Value
According to client feedback research by Clarity Consulting, the number one reason companies terminate brand positioning retainer models is "lack of visible progress or results." Combat this by establishing clear KPIs and regularly communicating value delivered.
3. Not Building in Price Escalators
Many successful brand strategy subscriptions include annual rate increases of 5-10%. These should be built into contracts from the start to account for increased value as your understanding of the client's business deepens.
4. Offering Unlimited Services
"All you can eat" brand consulting packages almost inevitably lead to scope creep and unprofitability. Instead, clearly define service boundaries and create additional fee structures for work beyond the scope.
Real-World Examples of Effective Pricing
Looking at successful brand strategy firms provides valuable insights:
Case Study: Landor & Fitch implements a "Brand Guardian" retainer program starting at $12,000 monthly for mid-sized companies, which includes quarterly strategy sessions, monthly implementation support, and continuous competitor monitoring. Their client retention rate exceeds 85% for these programs.
Case Study: Prophet offers a "Brand Pulse" subscription that combines quarterly deep-dive workshops with ongoing measurement and advisory services. Their pricing reportedly begins at $8,000 monthly and scales based on company revenue.
Building and Presenting Your Pricing Structure
When crafting your recurring brand strategy pricing, consider these best practices:
Present options: Always provide at least two pricing tiers to create a framework for decision-making.
Focus on outcomes: Frame discussions around the business results of having consistent brand strategy support, not just the activities you'll perform.
Quantify the investment: If possible, express your fees as a percentage of the client's marketing budget or as a fraction of the value your work will generate.
Create comparison points: Help clients understand how your pricing compares to the cost of hiring an in-house brand strategist (typically $120,000-180,000 annually plus benefits for senior-level talent).
Offer payment options: Some clients prefer monthly payments, while others may appreciate a discount for paying quarterly or annually.
Conclusion: The Future of Brand Strategy Pricing
As brands face increasing competition for attention and loyalty, ongoing brand strategy and positioning services will continue to grow in importance. By developing a thoughtful pricing approach that reflects your value and aligns with client needs, you position yourself as a strategic partner rather than a tactical vendor.
The most successful brand strategy subscriptions create a win-win scenario: clients receive continuous expert guidance to keep their brands relevant and compelling, while consultants build sustainable businesses with predictable revenue streams. By carefully considering the models outlined above and tailoring them to your specific expertise and client base, you can develop a pricing structure that supports long-term success for both you and the brands you serve.