Branding FAQ

What is a brand, and why is it important to my company’s success?

A brand is a set of identifiers that represents your company. By using visual, emotional and practical standards, brands create the psychological connection that customers feel towards your company. Without this connection, there is no customer loyalty.

What is branding?

Defining the set of standards that creates your visual identity.

What is the benefit of branding?

In order to be effective, a brand must be unfailingly consistent. By creating rules for your company to follow, branding ensures that everything your company does- big or small- keeps the same look and feel, so potential customers can recognize you instantaneously.

Is there a difference between a logo and branding?

Yes! Although your logo acts as the business’s key identifier, it means nothing without a brand to back it up. When people see a logo, they are reminded of everything the company has done, said, and produced. If a company has successfully branded itself, then the majority of people will have a similar strong reaction to the logo. Likewise, if a company has been inconsistent with its messaging, their logo will fail to bring any emotional response.

Why should I pay for professionally designed branding?

Branding is a psychological science. It determines how your company is perceived, as well as how customers emotionally interact with your products. Frankly, it’s too important within your business NOT to pay a professional!

What’s included in a branding package?

Every branding package includes Branding Guidelines and social media design (branded social media cover & profile images). Logo design is highly recommended, but not required if you already have a strong logo that you’d like to keep using.

Outside of these, we offer a range of branded materials that can be added to your package based on your business needs.

What other branded materials do you offer?

Additional branding items include:

  • Business cards
  • Correspondence (letterhead & envelope design)
  • Literature (internal company documentation)
  • Brochures
  • Print ads
  • Store display & signage
  • Direct mail
  • Newsletter
  • Packaging labels
  • Merchandise (t-shirts, stickers, pens, etc)

What is the branding process like?

We have a thoughtful, intensive process that lets us learn your business before we ever start designing a brand. Then we work with you to define the brand that best fits your company.

  1. Listening to you about business goals & mission, products, desired emotional response, etc
  2. Defining written adjectives/description for visual direction
  3. Provide concepts for logo, color scheme, & typography
  4. Review client feedback, revise concepts as necessary
  5. Finalize logo, color scheme, & typography
  6. Create Brand Guidelines
  7. Create additional collateral

How long does it take to develop a brand identity?

Building a brand is a team effort, so the total amount of time it takes will rely on effective communication between our team and yours. At minimum, we can complete a branding package in five weeks. However, this time will increase based on the amount of materials being created, your team’s response times, and the number of necessary revisions. At most, a complex branding package may take up to 6 months.

Who owns the rights to a brand after it has been created?

After your final payment has been made, all branding materials and their full copyright will be turned over to you. After all, they were designed specifically for your company and have little value to anyone else but you!

How much does branding cost?

Traditionally, branding services are priced based on their inherent value to the business. This means that cost is determined by the number of materials you need, your company’s size and revenue, the scope of change your brand is undergoing, and several other factors.

How often should I update my brand identity?

That really depends on how well it’s performing for you. Most major companies will refresh their brand every 5-10 years, when their target market shifts and/or their marketing approach changes. Even so, these updates generally stick with a similar visual style and only minor tweaks to the logo, in order to avoid confusing and/or upsetting consumers.