Branding | Messaging | Visual Identity Proposal Template
Prepared for [CLIENT.Company]
By [COMPANY.FirstName] [COMPANY.LastName]
Why You Need a Strong Brand Identity
What is a brand? It is a unique collection of key messages and visual identity components (including logos, colors, fonts and imagery) that convey the essence of your company to the marketplace. A strong brand creates a powerful connection between you and your customers, employees and other key stakeholders. Developing a brand is more than just a creative exercise; it’s a discipline involving research and analysis, plus structured management and implementation.
In today’s crowded landscape, a strong brand cuts through noise and clutter and delivers a clear picture of who you are and what you do. The truth is your company has a brand. As an established business, you’ve created an impression on your customers and stakeholders through your communications and interactions. A brand lets you formalize and codify the creative identity and approaches that work to create a market presence that is unique to you.
Since [YEAR COMPANY STARTED], [COMPANY.Company] has been working with companies to build strong brands, which have driven increased market share, revenue growth and profits. We apply a proven, industry-agnostic brand development process that works for both business-to-business (B2B) and business-to-consumer (B2C) companies. The key to our process is in-depth, up-front research that we use to assess internal and external perspectives on your organization to formulate a unique creative approach.
We have a mix of communications professionals with wide-ranging expertise – including market research, design, messaging and project management. A typical brand engagement is a true team effort where our team collaborates closely with yours to discern your organization’s true strengths and present them to the marketplace.
Our Brand Development Methodology
We apply a proven brand definition methodology to build a unique, compelling brand for your organization.
Phase I: Facilitate Brand Workshop
We meet with you and selected internal stakeholders to come to an understanding on what your brand is and also to learn more about your organization. This facilitated session helps identify your key target audiences, perceptions of current brand name and identity, current market position, customer decision-making factors and more. At the end of this session, we will have collected key internal perceptions that will shape your brand identity and will create a summary report of our findings for you.
Phase II: Perform Market Research
After securing your insight, we validate your brand perceptions via market research. We gain input from your customers – either via a widely distributed survey and/or one-on-one interviews – and compile results into a report for your review. We also evaluate key competitors’ brand positioning to ensure your brand platform is distinctive.
Phase III: Develop Alternative Creative Approaches
Once internal and external research is complete, we summarize our findings in a creative brief for your approval. When finalized, our creative design and messaging teams go to work. We prepare a minimum of three different creative directions for you to evaluate – including theming, messaging, logos, color schemes, imagery, photography, etc. We deliver these approaches for your review. If desired, we can conduct a second survey to market-test the various creative approaches to secure external perspective and present results to you. Whichever path you choose – you are the final decision-maker in choosing the messaging and visual identity that is right for your company.
Phase IV: Implement On-Brand Marketing Communications
After you’ve selected your creative direction, we deliver a brand visual identity and messaging guide to facilitate brand roll-out in all your communications materials. We can collaborate with you to prioritize implementation of your brand in your corporate communications, deliver brand-compliant designs for various vehicles or take on creation of any or all of your communications materials.
Project Background and Key Deliverables
We will apply our brand development methodology to create a unique brand platform for your organization including visual identity elements and key messages. We anticipate the following key deliverables to be created during this project:
- Brand workshop summary report
- Market research summary report
- Creative Brief
- Up to three (3) comprehensive creative directions – including messaging and design components – for three (3) select vehicles (e.g., website home page, corporate brochure cover, presentation template)
- Brand visual identity and messaging style guide
- Brand roll-out schedule and/or development of specific communications vehicles (if desired)
Any successful creative project requires careful management and adherence to strict due dates by our team and yours to achieve agreed-upon milestones. We will track against the following key milestones which include:
- Facilitate brand workshop ([COMPANY.Company])
- Deliver brand research summary report ([COMPANY.Company])
- Conduct research to support creative development ([COMPANY.Company])
- Deliver market research summary report ([COMPANY.Company])
- Deliver first draft of creative brief ([COMPANY.Company])
- Provide feedback on creative brief ([CLIENT.Company])
- Provide final creative brief ([COMPANY.Company])
- Assign job to designers and messaging specialists ([COMPANY.Company])
- Present comparative brand approaches for review ([COMPANY.Company])
- Provide feedback on brand approaches and determine direction ([CLIENT.Company])
- Provide final brand direction for approval ([COMPANY.Company])
- Approve final brand direction ([CLIENT.Company])
- Deliver brand style guide ([COMPANY.Company])
Terms and Conditions
Letter of Agreement
This agreement is between [CLIENT.Company], hereafter referred to as CLIENT, and [COMPANY.Company], hereafter referred to as CONTRACTOR.
Description of Work
CONTRACTOR will create a brand platform – including messaging and visual identity components – for CLIENT. This will include internal and market research, development of up to three (3) comprehensive creative approaches and a final brand style guide. Should CLIENT wish CONTRACTOR to provide a separate brand implementation schedule or to assist with creation of specific brand-compliant communication vehicles, an additional agreement will be required.
- Total fixed fee for project: [PROJECT TOTAL COST].
- Deposit due: [DEPOSIT DUE DATE], 50% of agreed upon fee, due at time of agreement signing
- Balance: [BALANCE AMOUNT], 50% due date of delivery
The pricing table below contains a detailed cost breakdown for each of our key areas of responsibility.
Ownership and Usage Rights
Upon receipt of full payment, the CLIENT is hereby granted exclusive and unlimited usage and reproduction rights to the final brand materials prepared for the CLIENT as part of this project. CONTRACTOR reserves the right to reproduce any and all messaging and designs created in print and electronic media for CONTRACTOR’s promotional purposes.
In the event CLIENT cancels this agreement prior to completion, within five (5) business days of such cancellation, CLIENT shall pay CONTRACTOR for: (1) all work performed up to the date of termination; (2) for all outside expenses and commitments that have been incurred and cannot be cancelled; and, (3) a cancellation fee equal to 15% of the remaining fees that would otherwise have been paid if the project would have been completed.
To get started, simply review and accept this proposal online via Quote Roller or print its PDF version, sign it, and scan signed document and send to [COMPANY EMAIL].