What’s Included In A Branding Package? (Explained)
As a brand designer, I meet a lot of clients who want to have branding for their business in one way of another. However, what most of them don’t realize is that branding is normally sold in clear packages that are very customizable. These branding packages can include many different things but normally they look something like this:
Small branding packages normally include a mood board, logos, color palettes, fonts, and a style guide. Larger branding packages can include all of this and favicons, pattern design, social media/e-mail/presentation templates, business cards, brochures, letterheads, and package design.
Having said that we’re certainly not done here. Below we’ll discuss the 14 elements that can be included in a branding package in more detail. We’ll discuss what each element of the package includes and for who that specific element is useful. Finally, we’ll also discuss what kind of package would normally suit your business best. Read on!
1. Mood Board
Every branding package needs a starting point that serves as the foundation for your brand. When it comes to branding that starting point is generally a well-thought-out mood board.
A mood board includes all elements that serve as inspiration for your future brand. These elements are chosen based on the vision and mission of your brand as well as your target audience. Furthermore, they also try to evoke the emotions you want your brand to express. A good brand designer will always discuss these things thoroughly before starting on a mood board.
A mood board is generally as big as an A4 paper and includes images of the following design features: colors, fonts, textures, and patterns. Not only does a mood board help in the communication between you and the brand designer, but it also serves as a future guideline for making brand decisions.
Every proper branding package will always include a logo design. During the design of the logo, a brand designer uses elements from the mood board and simultaneously makes decisions about the color palette and the font (more on that later).
For a lot of business owners, a logo is one of the most important elements of a branding package. After all, it’s the symbol under which they will do their best to achieve the goals that they have for their business. A good logo, therefore, is not only a simple logo but makes owners, employees, and customers gather to spread the message of the company.
However, a lot of entrepreneurs do not realize that one logo is normally not enough. A branding package also includes multiple variations of the logo which can be used in different situations.
For example, if a logo includes text this may be too small to read in certain situations. In this case, a smaller, textless logo may suit better. Also, every business these day needs a sub mark (the smallest logo without any text) that can be used as a favicon for your website.
3. Color palette
Another key element of every branding package are the colors and the specific combinations of colors that are used. Colors are one of the main ways to evoke emotion or express the image you want your business to have. At the same time, they also serve a practical use and make it easy to make future design decisions.
As you may know, every color expresses a different emotion. For example, black is normally seen as a luxurious, sophisticated color whereas red is associated more with passion, anger, and excitement.
Depending on the values of your business and your target audience a brand designer will pick the combination of colors that best fit these values while at the same time making sure that all these colors work together from a design perspective.
Furthermore, it’s good to know that a branding package normally includes a few different colors. As a general rule of thumb, you’ll have one primary color, two secondary colors (based on the primary color) and 2-3 neutral colors (which are for example used as background colors) that support the other colors.
Fonts are the final design element of the ‘big three’ (logo, colors, fonts) when it comes to a branding package. Just like colors fonts express certain emotions and they, therefore, must be in line with the goals you have for your business.
Also, a good font will express your message more clearly than a font that’s difficult to read, therefore also serving a practical purpose.
Just like certain colors go together well, certain fonts also work or don’t work together. There are many so-called font families to choose from but a good brand designer will know what works for you, your business, and your target audience.
In general, a branding package will include three fonts: one for headings, one for sub-heading, and one just for the body of the text.
5. Pattern design
From there on we reach the ‘optional’ branding package items. Depending on the business you have your needs will differ from other business owners. Most branding packages will therefore have optional elements. One of them is pattern design.
As the name suggests, in this case, the brand designer designs a pattern. Not only are patterns interesting design elements, but they can also be a great symbol that’s associated with your business. Furthermore, patterns can also strengthen the emotion that’s associated with your brand.
Not every business owner will need a pattern design. Business owners that do opt for this option normally have physical products that look much more visually appealing (and are therefore much more likely to be bought) when a pattern is included.
6. Social Media Post/Ad Templates
In my blog ‘How To Rebrand On Instagram’ we already discussed the importance of branding on social media. These days every brand has a presence on social media and at the same time, this is also one of the best places to let your branding come to life.
Since most social media platforms are very visual a lot of businesses also want social media templates that serve as a guideline for making posts and content.
A social media template is not ready-to-post content. Rather, it’s a template that tells you what color, font, logo, and pattern should be used in what situations. For example, an Instagram story and an Instagram post could need different branding decisions to make sure they work flawlessly with the format.
Also, a brand designer can make several different variations of these templates to make sure there’s a select variety of options to choose from while still being ‘on brand’. However, this depends strongly on the business and its needs.
7. Business/Thank You Cards
Depending on how much in-person outreach you do business/thank you cards can also be a highly sought-after element of a branding package. These cards are a great brand element for physical businesses but can also be very useful for business owners and employees that meet with clients at events or meetings. To this day, business and thank you cards are still a very common part of a brand package.
8. E-mail templates/signatures
Have you ever used an e-mail marketing platform such as Mailchimp? If so you know that designing an e-mail these days isn’t as simple as just typing one. In this day and age, an e-mail is another touchpoint you have with (potential) clients and it’s once again an opportunity to carry out your brand message.
If you have an e-commerce business or a business that depends on a strong e-mail marketing strategy then having an e-mail template designed for you is probably one of the best choices you can make.
Also, if you have a business that has a lot of customer service or outreach (whether that is B2C or B2B) it can be a great option to have an e-mail signature included in the branding package. A well-designed e-mail signature can immediately up the professionalism of your brand in its day-to-day communication.
9. Presentation Templates
If you have more of an offline business that requires you to present your products and/or services to different crowds then having presentation templates is another great way to easily carry out your brand.
Besides being a needed brand element for many businesses this part of a branding package can also be a huge timesaver, eliminating the need to think about the design of your presentation every time you need to make one.
10. Package Design
Remember when we talked about pattern design and how this is a useful feature for, for example, packaging? Well, you can take it a step further in a brand package and let the designer create a complete package design.
This is ideal for businesses that have physical products because in that case, the packaging is probably more than half the brand experience. It’s also great for businesses that deliver items via mail delivery services and that want their packaging to be more exciting than just a cardboard box or an envelope.
11. Brochures/Flyers/Media Kit
Do you have a business in which you have to inform a large group of people efficiently about your products or services? Then you’re most likely using brochures or flyers to make this happen. A good brand designer will be able to deliver you brochures or flyers that fit the message that your brand is trying to express.
If your clientele is more business-to-business based or when you focus more on using your influence to promote products to your audience then having a well-designed media kit is a must.
A media kit is one of the only touchpoints interested businesses have to inform themselves about your service. Besides that, it’s also a great (and one of the only) sales tools you’ll have if this is your kind of business. In that case, good design can help carry out your message while also helping you look more professional.
Letterheads aren’t that common for a lot of small businesses. However, they are still used by many medium or larger businesses or small businesses that send out a lot of direct marketing mail and/or e-mail attachments.
A letterhead is a small part of a brand package that includes a customized header that’s used on paper. It’s almost a necessary brand feature if one of your main touchpoints with clients is done via communication on paper or PDF. Especially when the documents are more official in nature (e.g. invoices).
13. Brand Guidelines
This is a bit of an odd one in the mix but still probably one of the most important parts of a branding package. The brand guidelines are normally put together in a guide that gives you all the rules for how to use and how not to use the design elements you’ve been provided with. It’s basically your branding bible.
For example, this guide tells you how much whitespace should be used with the fonts, what size a logo should be with examples of what’s too big and too small, and how and when you use certain colors and what’s not a good idea.
Basically, this guide helps you make future design decisions on your own. This way you can carry out the message of your brand in a way that’s visually pleasing while not having to worry about what looks good and what doesn’t. Therefore, it’s also a huge future timesaver.
14. Website Design
Let’s finish the list with the website design. Officially website design is not included in your typical branding package. Rather, it’s a whole different discipline (although completely necessary if you have a business that needs a website).
Combining good website design and good branding is an art in itself. Normally, website design is only done when the branding has been finished (or at least the logo, colors, and fonts have been decided upon).
From there on a brand designer starts on designing the website which means pages need to be designed, buttons and text need to be strategically placed and colors and fonts have to be used in the right way.
The ultimate goal here is to clearly communicate the message of the brand while also keeping the user experience on the website in mind. Not all brand designers offer website design and not all website designers offer brand design. If you do want to combine these elements you’re better off finding a designer who can deliver both because this normally delivers the best result.
What Branding Package Fits Me Most?
Now that you’ve gone through the whole list of elements that can be included in a branding package it’s very likely that you wonder what kind of branding package would best fit your needs. Below I’ve outlined the packages that I offer, and I’ll also explain if they fit your business.
Are you a small business owner that has no branding yet? Or have you created your own branding, but do you feel that it doesn’t fully express the message you want it to express? Then a starter package is most likely your best choice.
Normally a starter package includes the following elements: mood board, primary logo and variations, color palette, font combination, mini style guide.
This package helps you be more confident in your business and prouder of your brand as a whole. Furthermore, clients will more easily recognize your business on their social media feeds or in their mailbox which will eventually make them trust you more as an expert in your field.
If you’re interested in the starter package then I highly encourage you to check it out here!
Do you have a business that needs more than just the essentials? Do you want to carry out your brand and engage customers on several different platforms whether that be online or offline? Then the premium package is most likely for you.
A premium package includes everything a starter package has but gives you the opportunity to carry out your brand identity in a more elaborate way. It also includes: a favicon, pattern design, social media post templates, an extensive styling guide, and one more marketing collateral (business cards, letterheads, e-mail signature, etc.).
This package is ideal for full-time entrepreneurs that have a serious marketing strategy or sell digital or physical products. If this sounds like you then check out the package here!
Website Design And Development Package
Are you not only interested in branding but do you also want a fully customizable website that fits your branding? Then this package is most likely the one you’re looking for. This package is ideal for business owners for whom their website is one of the most important contact points with their clients.
This package not only helps you create a complete branding (it includes everything the premium package has) but also features the following: a custom WordPress website, responsive mobile design, social media integration, contact form set-up, and of course your brand-new branding is completely integrated into the website.
Want to have a killer branding and website? Then check out this package here!