Understanding Intellectual Property in Branding

What's The IP?

When a business brings me in to design a logo or develop a brand, it’s not just about getting a logo or a set of visuals. It’s about shaping perception, creating emotional connection, and building a visual and verbal identity that can carry the business forward.

Yet one of the most misunderstood areas in this process, particularly for small businesses and collaborative partnerships is Intellectual Property (IP).

In this article, I’ll break down what IP is, why it matters, and how clients can work more effectively with branding professionals by understanding what’s really being created when a brand is born.

What Is Intellectual Property in Branding?

Intellectual Property refers to creations of the mind. Original assets like:

• Logos and graphic design

• Colour palettes, fonts, and layout systems

• Taglines, tone of voice, and written copy

• Brand strategy documents and guidelines

• Content created for marketing, campaigns, or websites

When a designer or strategist creates these things, they are the legal owner of that work unless a written agreement assigns those rights to someone else. That is Understanding Intellectual Property..

Just because you’ve paid for the use of a logo or design doesn’t mean you own it outright. You’re usually licensing it for your brand under agreed terms.

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What a Branding Specialist Really Delivers

A professional brand specialist does more than “make things look nice.” They build the visual language and strategic foundation of your business identity. This includes:

1.Brand Strategy

This includes your mission, values, audience positioning, and voice. It defines who you are and how you speak to the world. It create scalability and growth plus, helps audiences relate to you.

2.Visual Identity

Logos, submarks, colour palettes, typography, spacing, iconography, and layout guidelines, these all form the blueprint of how your brand looks and feels.

3.Messaging

Tone of voice, taglines, and the narrative structure that tells your brand story clearly and consistently across every platform.

4.Asset Creation

Everything from flyers and pitch decks to Instagram templates and launch visuals, each item crafted to support brand cohesion.

Why IP Matters (Especially When You Grow)

In the early stages, clients often assume the assets they’ve commissioned just “belong” to them. But as your business grows, perhaps into new locations, products, or partnerships - this misunderstanding can create confusion or even conflict.

Here’s why getting IP clarity early is essential:

• Clarity on who can use what and where: Especially if multiple partners or events are involved

• Prevention of unauthorised duplication or alteration of brand assets

• Respect for the creative work that holds your reputation in place

• Proper credit and compensation for creators when their work continues to fuel brand growth

Best Practice for Clients

Here’s how to work respectfully and professionally with a brand specialist:

1.Discuss Ownership Early

Clarify whether you are buying:

• Full rights (ownership of all files and concepts)

• A license (the right to use the work in specific ways)

• Or a retainer-style collaboration (where the designer continues to manage the brand)

2.Credit the Work

If a brand designer has shaped your public identity, credit matters—on your website, in press features, and future collaborations. It protects the work’s integrity and acknowledges its creator.

3.Compensate Fairly

If you continue to use the designer’s work in spin-off ventures, events, or new products, it’s respectful (and often legally necessary) to discuss licensing or usage fees.

4.Keep the Relationship Transparent

Whether you’re growing the brand or moving in a new direction, involve your original designer in the conversation. Most will want to support you in scaling, fairly and clearly.

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What Should You Expect to Pay a Brand Specialist?

Understanding the cost of branding work is about investing in strategic, long-term value. A professional brand specialist doesn’t simply create a logo, they shape the foundation of a business’s identity, audience connection, and future growth.

Here is a general guide to professional fees in this space:

Brand Creation (One-Off):

Full Visual Identity: £3,500 – £7,500

With Brand Strategy: £4,000 – £8,000+

Modular Brand Architecture (e.g. multi-location, sister companies, series): +£2,000–£3,000

Ongoing Brand & Marketing Support (Retainer):

Full Brand & Digital Management: £750 – £2,000/month

Optional Add-ons:

Ad Campaigns +£500–£800/month,

Reels/Copywriting +£250–£500/month

IP Licensing (When Not Involved):

Per Event Using Branded Assets: £1000–£1,500

Full Brand Buyout: £2,000–£5,000 one-time

Event-Based Promo or Campaign Support:

Full Campaign Creation: £1,000 – £2,500

DJ Packs/Reels/Templates: £300–£750

These figures reflect the value, time, and impact of the work. Clients should view these costs not as expenses, but as strategic investments that power visibility, trust, and long-term business growth.

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It's simple. The Brand Is Yours. The Design Is Theirs—Until It’s Not.

When a designer creates a brand for you, it becomes your identity. But the work itself, the creative expression of that identityremains theirs unless otherwise agreed.The best client-designer relationships are partnerships rooted in trust, respect, and clarity.

Understanding IP is not just about legal protection, it’s about honouring the creative process, acknowledging the value behind what you’re using, and ensuring that everyone is on the same page as your business grows.Got any questions? Get in touch; hello@andreabritton.com