Branding Package: What to Include, Costs, and Examples

Learn how to create a branding package that establishes your business’s brand identity, increases credibility and brand recognition, and attracts new customers.

You’ve secured funding for your new company, picked a name, and are ready to create your website. But before going live, you need to establish your brand identity. 

A strong brand identity is more than a logo. It’s a cohesive visual and messaging system that includes eye-catching design elements, a distinct color palette, and typography that you’ll use across your online store, marketing materials, and product packaging.

Many businesses use a branding package to create and affirm their brand identity. These tool kits ensure consistency across all customer touchpoints. 

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Why is this important? A cohesive brand identity helps you stand out in a crowded market, attract new customers, and build loyalty.

Ahead, learn what goes into a branding package, how much to invest, and how to create effective brand guidelines for your business.

What is a branding package?

A branding package is a comprehensive set of visual and messaging elements that work together to establish a cohesive identity for your company. Think of it as your brand’s DNA—a unique combination of design and communication tools that make your business instantly recognizable and memorable.

At its core, a branding package typically includes:

• Visual assets: Your logo, typography, color palette, and other design elements
• Messaging components: Your company’s mission statement, value proposition, and tagline or slogan

Consistency powers brands. By cultivating a coherent brand identity across your website, packaging, marketing materials, and customer touchpoints, you create a strong, unified brand presence. 

Essential elements of a branding package

• Logo
• Color palette
• Typography
• Messaging

While the specific components of a branding package can vary based on your business needs, you’ll find these foundational elements are in most branding packages:

Logo

Often the first thing customers associate with your brand, a well-designed logo distinguishes you from competitors and can even impact sales. Research suggests consumers are more likely to purchase from brands with recognizable logos.

For example, tooth floss brand Flaus cleverly incorporates teeth into its logo for relevance and memorability.

Color palette

Color is a powerful tool for conveying emotion. Applying color psychology can help build a brand aesthetic that appeals to your target market. Studies show that consumers are 81% more likely to recall a brand’s color than its name. 

Experiment targets a young audience, conveying energy and playfulness with bright, bold colors. 

Typography

Like color, typography communicates personality. The fonts you choose can evoke specific emotions and build positive associations with your company. For instance, a fitness brand promoting an active lifestyle might opt for a bold, dynamic typeface, while an online bookseller could choose a more elegant, serif-style font.

“Every single font has its own story and inspiration,” says Sara Mote, creative director of Shopify Partner agency Mote. “It’s the subtle nuances within the letterforms that give a distinctive voice and tone that can be used to strengthen a brand’s identity.”

Uphoric Urth’s serious, clean font reinforces its science-backed approach. 

Messaging

While visual elements appeal to your audience’s subconscious minds, brand messaging directly communicates your value to your target consumers. 

“We always encourage our clients to really know who they’re talking to,” says Ky Allport, creative director of branding agency Outline. “Be clear about that, because you’re going to have a lot more success from your true brand champions versus trying to be everything for everyone.”

Key messaging components typically include:

• Mission statement: Your company’s purpose and goals
• Value proposition: The unique benefits your products or services offer
• Tagline or slogan: A memorable phrase that expresses your brand 

Crap Eyewear uses bold, unconventional messaging to define its brand personality. 

How much does a branding package cost?

The cost of a branding package can vary widely, typically ranging from $1,000 to more than $100,000. Pricing depends on factors such as the scope of work and expertise of the designer or agency.

Here’s a general breakdown of what to expect at different price points:

• $1,000 to $5,000: At this level, you’ll likely work with a freelance designer or small studio or through a service like Fiverr. You can expect a basic package including a logo, color palette, and simple brand guidelines.
• $5,000 to $50,000: Mid-range packages often include a more comprehensive brand strategy, extended visual identity elements, and basic website design.
• $50,000 or more: High-end branding packages typically involve an established agency. You’ll receive in-depth market research, a comprehensive brand strategy, a complete visual identity system, extensive brand guidelines, and often website design and development.

For entrepreneurs on a tight budget, there are also DIY options available:

• Shopify offers a free logo maker with customizable templates and a brand design studio for creating cohesive visual identities.
• Shopify themes ($0 to $350) provide pre-designed website layouts with customizable branding elements like menus, color schemes, and product badges. “If you are not sure where to begin in the Shopify Theme Store, the standard Dawn theme is incredibly performative,” says Rembrant Van der Mijnsbrugge, lead software engineer at Mote.

Remember, while professional branding is an investment, establishing a strong market presence can increase customer trust and sales.

Branding package examples

1. Product packaging and brand design for a French fragrance brand
2. Spotify’s brand kit
3. Full brand kit for an eco-brand
4. Rebranding kit for a toy company
5. Complete branding kit for a dry nut company

While DIY brand design is an option, perusing professional examples can inspire your efforts. Here are some branding packages showcasing different approaches:

1. Product packaging and brand design for a French fragrance brand

This designer created a comprehensive brand package for a hypothetical French fragrance company. It includes a logo, packaging design, business cards, and product visuals, demonstrating how a cohesive visual identity can extend across various touchpoints. 

2. Spotify’s brand kit

Spotify openly shares its brand kit, which includes colors, fonts, icons, and logo usage guidelines. This transparency helps maintain brand consistency and provides an excellent example of a thorough brand identity.

3. Full brand kit for an eco-brand

This designer developed a dual-tone branding kit that includes stationery designs, product mockups, and even a brick-and-mortar store sign. 

4. Rebranding kit for a toy company

Zenpack’s award-winning rebrand for Brooklyn Robot Foundry exemplifies how a comprehensive approach can transform a brand. The project included new logos, color schemes, fonts, copywriting, and brand identity guidelines. The result was engaging packaging that appeals to kids, showing how brands can tailor designs to different audiences. 

5. Complete branding kit for a dry nut company

This branding kit for Water Lily Pops features a new logo, mobile-optimized website design, and packaging. It demonstrates how consistent branding creates a seamless experience across digital and physical touchpoints.

Types of branding packages

• Basic branding package
• Comprehensive branding package
• Logo design package
• Social media branding package
• Product packaging design package

Branding isn’t a one-size-fits-all exercise. You might need a new logo, website, packaging, and messaging, or you might only need one or two of those things. 

Here are some common types of branding packages: 

Basic branding package

Ideal for startups or small businesses looking to establish their identity without breaking the bank. This package typically includes:

• Logo: A simple yet effective visual representation of your brand.
• Color palette: A selection of colors that reflect your brand’s personality.
• Fonts: Recommended typefaces for your marketing materials.
• Basic brand guidelines: Instructions on how to use your logo and colors consistently.

Comprehensive branding package

For businesses seeking a complete brand overhaul or launching a new product line, this package often includes:

• In-depth brand strategy
• Stationery design
• Packaging design
• Website design and development
• Comprehensive brand guidelines, includingaudience profiles and voice, tone, grammar, and style conventions

Logo design package

Focused on a standout logo, this package might include:

• Multiple custom logo concepts
• Refinement process to perfect your chosen design
• Logo variations for different uses (e.g., horizontal, vertical, icon-only)
• A brand mark (a version of your logo without text)

Social media branding package

It’s hard to stand out on social media without an eye-catching brand. A social media branding package for establishing a consistent look across digital platforms typically includes:

• Profile and cover images for various social platforms
• Branded post templates for promotional posts or announcements
• Social media guidelines covering tone, voice, and content strategy

Product packaging design package

A product packaging design kit is essential for selling physical products. Usually it includes:

• Custom packaging design tailored to your product and target market
• Label design
• 3D mockups to visualize the final product
• Guidance on sustainable packaging options

How to choose the right branding package for your business

1. Assess your business needs
2. Understand your target audience
3. Consider your budget
4. Evaluate service packages
5. Review portfolios and case studies

The best branding kit isn’t necessarily the biggest—maybe you just need a fresh logo or updated brand voice guidelines. Consider these factors to choose a suitable branding package:

1. Assess your business needs

Start by clearly defining your business needs. Is your company a startup seeking an identity or an established brand due for a refresh? Consider short- and long-term goals to determine whether you need a complete overhaul or a few tweaks. 

“We get a lot of clients reaching out to us thinking that they just need a website design, and we’ll start evaluating their brand foundations and find out they actually don’t have a full brand tool kit,” says Ky of Outline. “The brand tool kit contains the ingredients that we use to make a great website, so if you don’t have that established, the website can only do so much.”

2. Understand your target audience

Crafting a brand that resonates with your audience requires deeply understanding who they are and what they want. Think about: 

• Demographics: Age group, gender, location.
• Interests and preferences: What brands do they follow? What appeals to them? 
• Buying behavior: Are they seeking luxury items or budget-friendly options? 

3. Consider your budget

Determine how much you can invest without strain, then compare package options. Remember to consider long-term value—a large upfront investment can lead to better results and savings over time. 

If your budget is tight, you might employ a hybrid approach, executing some elements in-house and outsourcing others. “A logo is a really good place to start with a designer,” says Rembrant.

4. Evaluate service packages

Take a close look at what each branding package offers:

• Included elements: Ensure the packages include the necessary components (logo, social media graphics, packaging, etc.).
• Customization options: Check if you can tailor services to your requirements. 
• Additional services: Look for valuable extras like brand strategy or market research.

5. Review portfolios and case studies

Before deciding, review providers’ past work:

• Portfolio: Look at previous branding design projects to gauge style and quality.
• Case studies: These often highlight how branding impacts business goals and revenue. 
• Client feedback: If possible, ask previous clients about their experiences. 

How to measure the success of your branding package

Rembrant of Mote advises that the typical performance marketing KPIs of sessions, conversion rate, and average order value won’t help measure brand success. “There has been some pretty clear evidence that performance marketing can erode your brand,” Rebrant says. “And once you start eroding your brand, it’s rather difficult to build it back up.” Instead of sales, Rembrant recommends focusing on brand equity.

Improving brand equity isn’t an overnight job. “When we look at how we build brands, we usually measure this over the course of one to three years,” Rembrant says (compared to 60 to –90 days for performance marketing).

Branding package FAQ

What does a branding kit include?

A typical branding kit includes essential components of your visual identity: logo, color palette, typography, and additional design elements like icons. It also contains guidelines for consistent use across platforms.

How long does it take to create a branding package?

Depending on the complexity of your brand and desired assets, creating a brand package can take a few weeks to several months. Some agencies expedite services for an additional fee.

Who should I hire to create my branding package?

Your choice depends on your needs. A freelance designer might suffice for a simple logo, while an established design agency might be more suitable for comprehensive brand development and implementation.

Is a branding package a one-time investment or an ongoing expense?

Branding packages are typically one-time investments. You’ll receive a kit with all your requested branding elements.

Is it necessary to have a branding package before launching a business?

While helpful, it’s not absolutely necessary. Entrepreneurs can create basic branding elements using free online tools like Shopify’s logo maker. However, professional branding gives your business a polished, cohesive look from the start.

Can a branding package be updated or modified over time?

>Absolutely. As your business evolves, you can work with the designer or agency you contracted to build your brand package or hire a new one. They can advise on modifications or complete rebrands based on your company’s changes and performance insights.