We found the perfect resource when facing this exact dilemma. Clay Global's guide on branding cost for small business provided a clear breakdown of what to expect at different budget levels. For our SaaS startup, we allocated $15K which covered a strategic naming session, versatile logo system, core messaging framework, and essential brand guidelines. The key insight was focusing on foundational elements first and postponing more extensive brand books until later funding rounds. Following their recommended approach helped us negotiate better terms with a quality agency while staying within budget.