What to expect when receiving a branding package.
Developing or refreshing your brand identity can be an exhilarating experience, especially when you've enlisted the expertise of a graphic designer to bring your vision to life.
However, for those not versed in the intricacies of the design world, understanding what comprises a branding package can be somewhat mystifying. Through out the last decade, I’ve come across my fair share of small businesses who pay for a graphic design professional or even an agency to create their branding and receive nothing but some .png files. Understanding that some times that is exactly what the client has asked for, it’s crucial that the professional guides the client on just how important it is to have a package of assets and understanding those assets.
1. Brand strategy document
Before any visual elements are created, a comprehensive brand strategy document is often the first component you'll receive. This foundational piece serves as the blueprint for your brand, detailing your core values, mission statement, target audience, and the overall direction for your brand. It ensures that both you and your designer are aligned on the vision and goals, providing a solid basis for the creative work to follow. Depending on the price point and budget, some clients may opt for a more conversation and some simple note taking in combination of a mood board to capture that strategy and align direction.
2. Logo design
At the heart of your branding package lies the logo design. A good designer will provide you with a logo that's not only visually appealing but also encapsulates the essence of your brand. Expect to receive several variations of your logo, including main, secondary, and submark versions, to ensure flexibility across different mediums. Additionally, you should receive your logo in various file formats (e.g., JPG, PNG, SVG) and colour profiles (RGB for digital use and CMYK for print use) to cover all potential uses. As a designer I personally like to also throw the logo ready made for social site they’re on or maybe going to join such as Facebook, Instagram and such.
3. Colour palette
A thoughtfully selected colour palette is crucial for maintaining consistency across your brand. Your designer will provide a palette that complements your logo and resonates with your brand's personality. This will typically include primary and secondary colours, complete with specific colour codes (such as HEX codes for web use and Pantone colours for print materials), ensuring that your brand colours remain consistent across all platforms.
4. Typography
Typography plays a significant role in conveying the character and tone of your brand. Your branding package should include a set of typefaces or fonts that have been carefully chosen to reflect your brand's values and to ensure readability across various applications. Guidelines on how to use these fonts effectively (for headlines, body text, etc.) may also be provided.
5. Brand guidelines
Perhaps one of the most critical components of your branding package, the brand guidelines document, acts as the rulebook for your brand's visual identity. It includes detailed instructions on how to use all the elements of your branding package consistently, including logo usage, colour palette application, typography, imagery style, and more. This document is invaluable for maintaining brand consistency, especially as your brand grows and evolves.
6. Additional collateral
Depending on your specific needs and the scope of your project, your branding package may also include additional collateral such as business cards, letterhead, envelopes, social media templates, and email signatures. These items are designed to ensure your brand is represented consistently and professionally across all touchpoints.
Conclusion
Receiving a branding package from a graphic designer is a crucial step in establishing a strong, cohesive brand identity. While the process may seem daunting at first, understanding the components included in your package will help you make the most of your investment. A well-crafted branding package not only provides you with the tools to present your brand effectively but also lays the foundation for your brand's future growth and success. Remember, a strong partnership with your designer is key to bringing your brand vision to fruition, so communication and collaboration are paramount throughout this exciting process.
Additional tip: Scalability matters and should be in the heart of much of your decisions. Find a designer that cares about the future of their work and how it’s presented. It’s their art in the end that will be held on for a long time. If they don’t care about what they present to you or how you will make use it long term, it shows that they lack the passion and drive needed to create a successful brand.
