Branding Package – Comprehensive Guide

What is a branding package?

A ‘package’ or ‘kit’ is a set of services you can apply for to originate your business by implementing visual and verbal strategies facilitating the process of building good reputation, winning over people’s attention, forming loyalty to a brand with certain qualities and characteristics.

All-encompassing kits are usually provided by design specialists from innovating agencies that possess expertise in creative methods of embodying strategic data into imagery and communication. Additional way of obtaining them is to use special websites that offer a branding package template instruments.

There are basic and premium kits that include affordable essentials that a brand needs to have and an extended list of services that close all the issues of a brand, with inner and outer individualising.

Also, for companies that operate exclusively online, there is a special kit that incorporates all the components necessary for forming digital brands. On the other hand, firms that have physical shops and offices are provided with printed kits consisting posters, stationary and packaging so they could spread awareness.

Additionally, some agencies may supply their clients with kits oriented on products – designs of packaging as well, special logos for a certain product and on events – preparing materials for visitors, choosing colours, typography for brochures and stationery.

What brand package should include?

As opposed to solo services, packages include a list of offerings to consider all the angles people can reach getting acquainted with a brand. We’ve mentioned above that packages are also divided into different categories and according to the type of request. Yet, talking about all of them, we can refine some components that are common for every case.

Let’s investigate the most important parts that need to be incorporated in branding packages:

• Logo – distinctive logo, created by professionals is performed in the way that it could be applied to packaging, placed on the banner, published on the Internet in the best quality. Apart from the approved version of the logo, there can be a few additional variations of it in other colours or elements;

• Colour palette – carefully selected colours, matching the emotion you want to cause with your brand, can be used for different purposes and helping brands stay harmonious and true to type. The palettes of brand packages incorporate the main colours, used in logo and side colours, that are necessary for other graphics;

• Typography – when a brand tries to enchant customers, fond of fairy tales, fonts can accurately represent the idea of something magic and extraordinary is the core of a brand. On the flip side, appealing to busy people who aren’t looking for any riddles and expect from a brand to be strict and eighty, the correct typography will help attach the necessary meaning to your assets;

• Style book – in order to act in accordance with the style of the entire package for brand in the future when designers and copywriters will prepare content for the website, launch campaigns, offer new products, inventive managers develop guide that include all important information about brand assets, how to use them well and what shouldn’t be done;

• Messaging – the element of verbal identity that is a strategy of communication a brand sticks to. Having obtained a set of key points your brand is useful for, your business will be more visible amongst competitors and for your potential audience it will be easier to understand that your proposition is matchless. Choosing products and services, especially well-considered ones are rarely made by only image of them;

• Visual elements – not to be narrowed only to colours, fonts and logos, designers paint special components that can be incorporated into website development, so every page could have distinctive pictures that have one style, but aren’t copied entirely. Further, they also can be attached to essentials like email templates and brochures;

Additional components for a full branding package:

• Website – a business that doesn’t have a website loses a lot of benefits the comprehensive online presence provides such as building stronger connections or capturing new customers in other cities since without proper online resources it will be difficult to reach out to them;

• Photography, video, audio – not every brand asks for filming videos or coming up with entertaining music that help brands become more memorable, but this practice exists. So, if you would like to have some additional content to represent your brand, it’s good idea to hire people to create suitable content, yet not every agency provide such services and they don’t typically included in every package;

• Packaging – if you sell goods that need to be packed in boxes that go in line with your firm elements, it’s essential to take care of their designs. Even packets work for your business recognition and appealing image it must have when it comes to distribution of products.

Pricing of branding packages

It’s not extremely difficult to find an agency that will offer affordable services for small or middle businesses, startups and even enterprises, yet everything depends on the scale of services you want to put in a request for your brand. Let’s see how agencies usually price different packages:

Best branding pack examples

By way of illustration what a proper pack looks like, we outlined a few examples:

Netflix

The entertainment company that earned worldwide recognition has very strict rules when it comes to maintaining and managing their brand assets. Partnering with others and launching their own projects, the company makes sure that their main symbol and wordmark are used properly, taking into account the correct colours – approved shades of red or in the cases when it’s impossible, white.

Their kit incorporates a distinctive logo in certain colours that is formed from the naming of the company, colour palette, font and guidelines that allow or forbid the ways of using their brand elements. Additionally, apart from the logo, they possess the enticing tagline “See what’s next” and stack – their catalogue with special brand elements.

Visa

After recent rebranding, Visa’s got a package for branding that much better suits the company’s purposes. To highlight the true values and motivations, their overgrowth from previous identity, Visa requested for a new logo that is simple and doesn’t have any superfluous details, to showcase that Visa is more than just a company, providing payment service but goes beyond it.

Visa’s package includes comprehensive details about the correct usage of logos, graphics, their size on the screen, colours. The company also requested a bunch of graphic elements for credentials, confirmation icons, designs of card details and security input as well as QR code image and contactless payment. On top of this, they chose a new style of photos to support their brand.

Cisco

This provider of communication technology is very determined towards the values and quality of their services, having high standards of interactions with customers, being always useful and trusted. The mentioned principles they emphasise in their brand kit through key components, encompassing logo, icons, typography and colour palette as well as supplementary – different visuals and graphics.

Special attention in Cisco’s branding package is paid to colours as they help them express their thoughts, so instead of possessing one colour palette that represents their brand, Cisco uses a few of them with different shades and gradients, having the entire library.

National Geographic

Brand kit of National Geographic, an organisation that is oriented on exploration and geography, includes a remarkable quantity of brand assets, drawing attention to the extent of how they care about their brand, detailing brand behaviour, components, volume printed elements and those ones for social media.

Their iconic symbol – the yellow frame – is called to make reference to what they are dedicated to – focusing on details, exploring new things and pointing them out with a frame. In addition to colours and logo National Geographics give a big thought to photographs, making mention of people, nature and future. Without describing it with long words, their assets perfectly display their missions and goals.

Why is a package for branding important?

Instead of requesting for a logo or naming separately with the hope that it will change your brand’s future, one element of branding doesn’t have such a power to set a right direction or create an all-embracing strategy. Meanwhile, implement a full package of branding services that has solutions for every question like communication, strategy and visuals does.

Let’s see the impact of a branding kit on businesses:

Cross platform consistency

Obtaining more than logo and colours but a branding pack, consisting of photographs, content, website, you will be sure that all platforms your brand is on are systematic, up-to-date and seems credible in the eyes of customers.

Outdated profiles platforms or poorly designed websites indicate that you aren’t mindful of some brand parts and don’t treat them properly as well as lack of them at all make difficult customer experience and reduces chances for them to approach you again. On the contrary, proper automatisation, good navigation and appealing designs ensures appearance of more regular clients.

Increase of recognition

Implementation of branding packages is crucial to ascertain recognition of your brand. So, when people see advertisements, visit shops or read posts on social media, after months and years, your brand sticks to their memories in the way that choosing to buy some goods, they will approach you with a greater probability.

Perfectly align with goals

While selecting single services you don’t surely know how effective it will be for your business. Namely, if you run a small firm online, what scope of work do you need to expect? Well matched package will be a good choice for your brand, including everything you firm needs to have in your certain situation.

Additionally, when you entrust all work to one vendor, creating a brand pack, the task of originating your firm will be achieved easier than when you divide different assignments to people that work separately and can’t communicate as effectively as those who belong to one agency.

Obtaining of long-term purposeful assets

Sometimes getting any outcomes from branding after a while is considered a disadvantage, especially when branding package cost is high, but making us wait a bit to reap benefits it’s not a big deal in the face of the advantages the complete revamping brings to us. Conducting branding is an initiative that you do once in a blue moon since it’s called to be long-lasting and even beyond this, the more brand is in the industry and cares about reputation, the stronger it becomes.

Setting the perception

Having identified your target audience, their interest, how your goods and services handle their concerns, you will be able to get a brand that is perceived by people by the means you put in it.

Even though you can’t entirely affect what people feel towards your brand, their emotions and wishes, with a stable branding kit you get more influence on them and if you brand authentic, strictly follow guidelines, in people’s minds it will take the form needed for you.

Common mistakes in brand packages

When revamping is done well, your target audience can easily memorise your brand and recognise its colours, elements of graphics and fonts even at the very moment that not all particles are visible. On the other hand, a failed process of individualising your business might lead to nothing and you will have only some lines and pictures that can’t be taken as strong branding assets.

Take a glance at the mistakes, happening while abandoning some crucial points which in reality requires special attention during creation of branding packages:

1. Neglecting consistency

Leaving out the consistency of a brand might happen in the situation when you apply for the entire package from a freelancer or a small agency that has a knack for one type of work, for example, is a gifted writer, but is a very mild designer. Also, entrusting different parts of your brand kit elements to different vendors that aren’t linked and can’t agree on one concept.

Not the existence of certain brand components influence your business growth, but its harmonious combination backed up with a strategy. So, instead of thinking what brand assets you have, it’s crucial to consider how well they are matched together. Namely, if your visual identity is serious and sensible, playful communication style might cause the feeling of dissonance.

2. Failing identification of clients’ expectations

The spectators business individualising is designed for are not your friends or employees if they aren’t your customers. Every tiny detail in shaping identity is centred around people’s perceptions, demands and wishes, that’s why passing over their fancies you don’t pave the path of success, making your business invisible for those whose interests hadn’t been taken into consideration.

Another side that should be given a thought while creating a brand identity package is properly conducted market research. Since even when you are wholeheartedly devoted to your target audience and want to address all their concerns, it’s essential to find competent specialists who have expertise in carrying out research.

3. Giving priority only to verbal or visual identities

Thinking about branding and what it stands for, some businesses give precedence to one side of it, for example, seeking assistance from painters to create a logo and visual components, while abandoning mottos, storytelling and tone of voice. Or, on the contrary, conveying messages exclusively through verbal identity, overlooking visuals.

Every part of your brand should be approached with equal attention, opening with excellent strategy and closing with merited typography and colour palette. Prioritising one part, you make another look weaker and it won’t work well.

4. Imitation of competitors

Copying designs of another business branding package and messages of your competitors won’t help you build a strong, authentic and sustainable brand that will form emotional connections with the customers and dictate any market conditions since imitation is difficult to hide and maintaining a good reputation becomes an impossible challenge.

Repeating the success of your competitors isn’t an appropriate method to achieve matchless results, they’re always one or two steps ahead and your business will play only second roles. Yet, investing time in comprehending your own values and pinpointing your business authenticity, is beneficial in the matters of raising awareness, securing growth of loyalty and ascertaining your brand uniqueness.

5. Turning a blind eye to strategy

Deciding on rejecting implementation of strategy or ignoring the data in your further steps, you lose a plethora of opportunities. As we mentioned above, it’s very important to be aware of people’s desires. Yet, without conducting market research it won’t be easy to find out their fancies.

What is included in a branding package apart from identification of customers’ desires?. Except for this, throughout the strategic stage businesses identify their main competitors and evaluate the trend they could follow.

6. Applying short-run trends

There are plenty of trends that appear in the market every year, but while ones are almost always relevant, such as expanding your presence on social media platforms, others become inapplicable in a blink of an eye.

Applying for a brand kit, completely adapted to an interest that won’t last long – as some devices, movies or music may only harm your business since branding assets are intended for presenting your brand for the course of years, the outdated package will only push away most people.

Future trends in package for brand

To facilitate your business’ applicability and correspondence to the issues brands regularly face while growing, it’s critical to tag along the trends that are durable and in the future will surely empower your brand. Previously we mentioned that some trends can be harmful, but our listing will help you navigate them better.

Trends, oriented on people and their inclusion into building your brand image, are deep-rooted and have a great potential to significantly impact your business, for example, involving customer-made content. It can be done in the form of articles on the website that perfectly highlight the positive influence of your brand on your audience.

Nowadays, people aren’t fond of something that twists their minds, choosing simplicity over complexity. Understandable and catching messaging, logos that don’t have any resemblance with coats of arms and comprehensible values will serve you longer. There are always many opportunities to launch extravagant promotional campaigns, but your brand assets should be more “spacious” and neutral to enhance usability.

Expecting tantalising a great deal of new customers without expanding online presence is a losing game now and for sure will be in the future as people more and more engage with technologies and find out about new brands from the internet – social media, website, emails and so on. Your visibility online should be advanced for people to be able to reach you. That’s why now and in time ahead brand packages almost always include web development.

If you are looking for a proficient branding agency, you can fill the form on our website and we will help you to find the best vendor taking into account your branding package pricing expectations.