What is Included in a Branding Package?

Whether you are a startup or an aspiring designer, knowing what’s included in a branding package is essential to shaping your branding. Your branding package distinguishes your company from the rest while framing it to be consistent and coherent. The branding package is also referred to as the brand identity package. The brand identity kit communicates your business values and personality across all channels.

Building a powerful brand identity is a gradual process that requires time, effort, and dedication. It cannot be achieved overnight. It’s more than just a logo. But you don’t have to scratch your head–we will provide an essential list that must be included in your branding package and a guide on how you can create your own brand identity kit. Let’s unravel.

What is a branding package?

A branding package is a set of visual, design, template assets, and messaging that build a unique and unforgettable brand image. It is what differentiates your company, but the brand identity requires to be consistent across your interaction points with customers.

While consistently builds familiarity that your audience looks at you differently and feels the same vibe—it generates authenticity and trust for the brand. By all means, a brand identity pack determines your brand personality in front of your customers.

Well, a branding package showcases a business style and conveys a coherent message across channels. As a result, it builds trust and credibility in the audience and makes an unforgettable brand.

What is Included in a Branding Package

You need a brand identity package if you are a

• Startup
• Want to run a big marketing campaign
• Or need to rebrand your existing identity 

Whatever of these categories you fall in, a thorough branding package can hit the mark and help you to stand out. When you collaborate with a design agency or freelancer for the custom brand package, then the branding elements may vary.

However, there are some things that must be added to the branding package list. Let’s uncover what is included in a brand identity package to understand what you will receive from a designer.

1. Logo

A logo is the core of any business as it reflects the brand identity included in the basic branding package. Anyone can instantly recognize Nike from its swoosh, the McDonald’s golden arches, and Starbucks’s green siren—it shows how powerful and simple a logo can be to represent a company.

A logo could be a symbol, text, or image that portrays a company’s visual identity. It is the first and foremost element included in the branding package as it became the face of the company.

Moreover, your branding package must include the different variations of a logo. Here is what you can expect to obtain when a designer crafts the logo;

• A minimum of 3 logo design ideas
• A primary logo that mainly represents your company
• And logo variations that reflect your primary logo.
• Logo guide that defines its appeal

 A simple, timeless, and versatile logo paves the way for a successful visual identity of the company. This means your customers can easily recognize your brand.

2. Color palette

Colors have the power to express emotions. You can build your sensational visuals by choosing the right color palette for your brand and audience. Designers apply color psychology to make up a color palette for a brand while considering the message that a company wants to convey. 

It is the combination of colors your brand uses to build a visual identity of a brand. Meanwhile, a perfect Color pallet will resonate with your audience’s perception as well as your company values.

When you consistently apply these color palettes in your product packaging, social media posts, website, and advertising material, then it turns out to be the signature style of your company. It would be best to use specific color codes like RGB, CMYK, or hexadecimal codes rather than fuzzy descriptions such as dark green or light blue.

In this way, your team and designers use the same shade of each color you pick for your company. This fosters consistency of color usage in all your design elements.

3. Typography

Like colors, typography also conveys feelings to the target audience. 

For instance, serif fonts communicate a sense of trust and respectability, while San serif fonts express adventure and modernity. With the branding package, you must select the typography that matches your brand identity and resonates with your target consumer.

4. Social Media Graphics

Your designer creates the social media graphics and templates. It will help you stay consistent with your brand identity on all social media platforms. At the same time, the designer follows your brand style guide to create magical social media graphics.

5. Website

Don’t ever think of building a strong brand identity without a compelling website in this digital world. Website design is a significant element of the brand identity package.

If you want your website visitors to stick to your website, then its design plays a key role in whether they stay or not. As a matter of fact, 75% of consumers gauge a business’s credibility from its website design. So make sure to put this on your list when finalizing your brand identity package with a designer.

6. Package Design

If you have a brand offering physical products, then package designing will be a vital element that should be included in your brand identity kit. Do you know people try new products just because of their good looks? According to consumer research, 72% of Americans reveal that product package design influences their purchasing decision. 

Thus, it will be a smart investment you make to appeal to your potential customers. Other than package design, Print resources may include;

• Envelopes
• Flyers
• Brochures
• Business cards
• Letterheads
• Media Kits
• Event Branding
  

We have just discussed important elements that will be included in every brand identity package. However, it may vary according to business needs.

7. Brand Style Guide

Basically, a style guide is a rulebook that defines your brand and benefits your employees to tender a cohesive image of the brand. This documented guide is mostly used to lay out the visual direction for marketing, advertising, and website visuals. Your brand style may include

• Brand positioning: It includes your brand vision, purpose, voice, tone, and mission. 
• Logo usage rule: This logo guide includes how the primary and secondary versions, icon and trademark versions, sizing, color versions, and background applications must be used. 
• Typography rules: It compiles rules relating to your fonts and typeface, such as the list of typefaces, font usage, and primary, secondary, and digital typefaces. 
• Color palette: Guide to using a consistent color palette for the cohesiveness of your brand.
• Photography: Image samples that will determine the image treatment and tonality. 
• Iconography: It covers the icons to use in a website, packaging and social media. 
• Illustration: Illustration guideline is used to generate artwork in a certain style of brand like the color, brush weight, props, and composition. 
• Collaterals: The collaterals comprise stationery, a website, social media, and PowerPoint presentations. By collateral guidelines, you paint a whole picture of how your brand runs over a chain of assets and format sizes. 

So, your designers, web developers, marketers, and community managers know to set up consistency by portraying the exact tone and voice of your brand style.

Brand Package Cost

The branding package price varies depending on the needs of every brand. It can go from $500 to $100,000, depending on the designer and agency you work with for your branding.

Freelancers usually charge less than agencies and have more suitable branding packages for small businesses. Freelance designers charge by the hour ($15 to $300 per hour) or sometimes charge a flat rate for a brand identity package, with prices ranging from $500 to $50,000, depending on their expertise.

When you collaborate with the holistic agency, you will likely gain brand style guides, visuals, and digital and physical assets from their professional strategists, designers, and web developers, included in the branding package. Agency prices vary from $5,000 to $100,000 on the basis of the package size.

How to create your own branding package?

We have narrowed down steps that you can follow whether you are a startup or rebranding your existing identity pack—these strings will help you create your memorable brand identity kit.

1. Understand why you exist.

Before you delve into the visual identity process, first grasp the concept of your business. Figure out a unique and compelling brand name to move on. Then, find the answers to these questions: Who are you? What’s your business personality? Who is your target audience? What unique solution can you offer to their needs?

Articulate your brand values, purpose, mission, voice, tone, tagline, and value proposition—-messaging to communicate to your potential consumer. If you have created these brand essences effectively, then it will make your visual brand identity process seamless.

2. Analyze your competitor

To build a unique brand identity—analyze your competitor completely, from logo color to brand personality. If you note that all your competitors are using the same color hues, then you need to come up with new brand colors to set you apart from the rest.

Meanwhile, Twitter successfully rebranded to X and picked up the opposite color, white and black, when most of its competitors stuck with blue color. Before this, Twitter had a blue hue bird logo that also differentiated it. 

We see other competitors like YouTube and Netflix; they have the same red brand, but brand personality and logo distinguish them. It all depends on your analysis of how you want to extend your brand, whether by choosing a unique color or logo.

3. Sharpen your visual game.

Keep color psychology in your mind to hone the color that taps the perception of your audience. Find ways that what colors are tailored to the traits of your company and consumer. What do people feel when they watch over your visual? Work with the designer to create a visual that resonates with your company values as well as your target audience’s beliefs.

4. Design a logo

You may have heard that a logo is not everything in branding, so can we skip this in business? No, you can’t. It is the core of your brand that sets you apart, and consumers recognize it among competitors.

It’s best that you hire a professional designer to create a logo, but if you are looking for another way, then you can easily find logo-maker tools.

In that case, you fill out the information and select colors, and you can get your logo designed in seconds. However, we suggest you go for a designer to create a magical and unique logo that truly defines your company’s values.

5. Select your color palette.

Once you have a designed logo in hand, choosing a perfect color palette should be your priority to influence the customer’s mind. Read color psychology before deciding on your brand color palette.

If you want to boost confidence and positivity, then yellow can be your primary color. Or if you want to burn passion in the audience, then you can go for red. For choosing a color palette, you have these four types of color wheels that you can look at;

• Monochromatic Color Palettes: This color palette has one primary color with different hues.
• Analogous Color Palettes: A group of three different colors spilling inherently to the next color.
• Complementary Color Palettes: These are highly color contrasts that catch the attention.
• Triadic Color Palettes: At the color wheel, if your sketch shapes a triangle, then it forms a triadic color palette.

6. Choose Your Typography

Every visual component should complement each other—typography must align with the shape of the logo. If you have a budget, then it will be great to get a customized signature font from a designer to excel your brand. 

However, you can choose from fonts that are already available that best suit and represent your company personality. Avoid using more than two typefaces. Typefaces used for specific purposes, such as body copy, UI, and other branded material, are generally part of this category.

7. Design Other Extra Elements Included in the Branding Package

If you intend to play with different types of content, then add design elements like photography, illustration, iconography, and data visualization.

Photography

From your product images to marketing content, photography has a key role in building brand identity. At the same time, photography must linked with your logo and color palette. Set a guideline for your photography on how you need to edit that reflects your company on all channels.

Illustration

Don’t underdo or overdo illustration. While creating an illustration for your brand, keep in mind that it should be concurrent with your other visual element.

Iconography

Creating exceptional iconography requires a keen understanding of the creative visual language and how it will be applied. Your product or service, industry, and medium all serve an important role in the design process, whether it’s for a website or a printed sales brochure.

With a thoughtful and enthusiastic approach, you can craft iconography that not only looks great but also communicates your message with confidence and friendliness.

Date visualization

It will be a great deal for your brand identity to design data that not only looks appealing but is also easy to grasp for your audience.

Best Branding Package Examples

Here are some of the inspiring brand packages that successfully grab the attention.

Spotify

Spotify offers a goldmine of music around every corner of the world. Their consumers feel the excitement and emotions while they bring music to everyone in the world.

Spotify reflects the consistent bold and refreshing look in its logo, colors, photographs, simple sans display typeface, messaging, and graphics. Even though the media kit, slogan, and vocabulary portray the same and consistent branding feel on all channels.

Glossier

This makeup and skincare company has come up with a unique branding package from which you can take inspiration. Glossier gives the vibes of soft, clean, and simple branding, whether it’s their website, logo, color palette (pastel pink and white), social media, sans serif font style, or product packaging—all elements perfectly resonate with each other and glimpse the brand journey.

Summing Up

A holistic branding package can make your company memorable even in the competitive niche. Now you have a list of What is Included in a Branding Package. A basic branding package covers a logo, typography, color palette, style guide, and other design elements that you can create to gain success in branding and marketing.

In addition, a complete branding package also offers a website, social media graphics, business cards, brochures, presentations, and email templates. You can take inspiration from other well-designed branding to create your magic. Later, you can measure the success of the branding package by sales, customer satisfaction, and social media engagement.

You can create a powerful brand identity by branding so your audience can’t resist your offers. All these branding elements together set up the company’s voice and tone. So, you can outshine your competitors by investing in a full branding package.