You’ve secured funding for your new company, picked a name, and are ready to launch your website. But before you can go live, there’s one crucial step left: establishing your brand identity.
A strong brand identity goes beyond just a cool 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 even product packaging.
To create this identity efficiently and effectively, many businesses invest in a branding package. These comprehensive toolkits tackle all the essential branding elements together, ensuring consistency across all touchpoints with your customers.
Why is this important? Because effective branding can significantly impact your bottom line. Research shows that purchasing decisions are often influenced by well-designed branded websites and packaging. A cohesive, professional brand identity can help you stand out in a crowded market, attract new customers, and build lasting loyalty.
In this guide, we’ll explore what goes into a branding package, how much you can expect to invest, and how to choose the right option 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
The power of a branding package lies in its consistency. By using the same visual and messaging elements on your website, packaging, marketing materials, and customer touchpoints, you create a strong, unified brand presence. This consistency helps your business stand out in a crowded market, attract new customers, and build lasting loyalty.
Essential elements of a branding package
While the specific components of a branding package can vary based on your business needs, here are four key elements that form the foundation of most branding packages:
Logo
Your logo is often the first thing customers associate with your brand. A well-designed logo can set your company apart from competitors and even drive sales up or down. Research shows that consumers are more likely to buy from brands with recognizable logos, and many would avoid brands with unappealing ones.
For example, flossing brand Flaus cleverly incorporates teeth into its logo design, making it both memorable and relevant to its product.
Color palette
Color is a powerful tool for conveying emotion. Using color psychology can help your business appeal to target audiences and build your brand’s aesthetic. In fact, studies show that consumers are 81% more likely to recall a brand’s color than its name.
Experiment targets a young audience, so it uses a bright, bold color palette to convey energy and playfulness.
Typography
Like color, typography communicates the personality and values of your brand. 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.
Euphoric Urth uses a serious, clean font to reinforce its science-backed approach to health-conscious consumers.Messaging
While visual elements appeal to your audience’s subconscious, your brand messaging directly communicates who you are and the value you provide. 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 encapsulates your brand
Crap Eyewear uses bold, unconventional messaging to define its brand personality and connect with its target audience.
How much does a branding package cost?
The cost of a branding package can vary widely, typically ranging from $1,000 to over $100,000. The price depends on factors like the scope of work, the expertise of the designer or agency, and the complexity of your branding needs.
Here’s a general breakdown of what you might expect at different price points:
- $1,000–$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–$50,000: Mid-range packages often include more comprehensive brand strategy, extended visual identity elements, and basic website design.
- $50,000+: High-end branding packages typically involve working with an established agency. You’ll receive in-depth market research, comprehensive brand strategy, a full visual identity system, extensive brand guidelines, and often complete 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 (ranging from free to $350) provide pre-designed website layouts with customizable branding elements like menus, color schemes, and product badges.
Remember, while professional branding can be a significant investment, it’s crucial for establishing a strong market presence and can pay off in increased customer trust and sales over time.
Branding package examples
While DIY brand design is an option for those on a tight budget, looking at professional examples can provide inspiration and set benchmarks for your own efforts. Here are some branding packages that showcase different approaches and elements:
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 not only helps maintain brand consistency but also serves as an excellent example of a well-documented brand identity.
3. Full brand kit for an eco-brand
This designer developed a dual-tone branding kit for an eco-friendly brand that includes stationery designs, product mockups, and even a brick-and-mortar store sign.
4. Rebranding kit for a kid’s 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 designed to appeal to kids, showing how branding can be tailored to different audiences.
5. Complete branding kit for a dry nut company
This branding kit for Water Lily Pops showcases a holistic approach, featuring a new logo, website design (including mobile optimization), and packaging design. It’s a great example of how consistent branding can create a seamless experience across digital and physical touchpoints.
Types of branding packages
Branding isn’t one-size-fits-all. Depending on your business needs and stages of growth, you might not need a brand-new logo and an all-singing, all-dancing website—you might only need some fresh packaging. 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 design: A simple yet effective visual representation of your brand
- Color palette: A selection of colors that reflect your brand’s personality
- Font selection: 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
- Brand guidelines
Logo design package
Focused solely on creating 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)
- Brand mark creation
Social media branding package
Most brands are on social media these days—but it’s hard to stand out if you don’t have an eye-catching brand. A social media branding package is designed to help you establish a consistent look across digital platforms. It 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
Essential for businesses selling physical products, a product packaging design package focuses on creating eye-catching packaging:
- 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
Selecting the right branding package doesn’t always mean opting for the most comprehensive option. Your business might just need a fresh logo or updated guidelines for a growing team. Here are key factors to consider when choosing a branding package that fits your needs:
Assess your business needs
Start by clearly defining what your business requires. Are you a startup needing a basic identity, or an established brand due for a refresh? Consider your short-term and long-term goals. This assessment will help determine whether you need a complete overhaul or just a few tweaks.
Understand your target audience
Crafting a brand that resonates with your audience requires a deep understanding of who they are and what makes them tick. 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?
This information can help you decide whether you need a simple logo update or a more comprehensive brand revamp.
Factor in your budget
Budget plays an important role in your branding decisions. Determine how much you can invest without straining your finances, then compare package options. Don’t forget to consider long-term value—sometimes a larger upfront investment can lead to better results and savings over time.
Evaluate package inclusions
Take a close look at what each branding package offers:
- Included elements: Ensure the package covers all your needed components (logo, social media graphics, packaging, etc.)
- Customization options: Check if you can tailor services to your specific needs
- Additional services: Some packages might offer valuable extras like brand strategy or market research
Review portfolios and case studies
Before making a final decision, check out the provider’s 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, get insights from previous clients about their experience
How to measure the success of your branding package
To measure the effectiveness of your new branding, compare key metrics before and after implementation:
- Social media engagement
- Customer satisfaction
- Lead generation
- Sales and revenue
Set equal time frames for comparison (e.g., one month before and after) to accurately gauge the impact of your branding efforts.
Branding package FAQ
What does a branding kit include?
A typical branding kit includes essential elements of your visual identity: logo, color palette, typography, and additional design elements like icons. It also includes guidelines for consistent use across platforms.
How long does it take to create a branding package?
The timeline can vary from a few weeks to several months, depending on the complexity of your brand and desired assets. Some agencies offer expedited services for an additional fee.
Who should I hire to create my branding package?
Your choice depends on your needs. For a simple logo, a freelance designer might suffice. For comprehensive brand development and implementation, an established design agency might be more suitable.
Is a branding package a one-time investment or an ongoing expense?
Branding packages are typically a one-time investment. You’ll receive a kit with all requested branding elements for use in your marketing efforts.
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 can give 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 your original design company you hired to build your brand package, or a new one. They can advise on modifications or complete rebrands based on your company’s changes and performance insights.
