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Branding - Messaging - Visual Identity Proposal: by (Company - Firstname) (Company - Lastname)

This proposal outlines a brand development process for [CLIENT.Company] that includes research, creative development, and implementation. Key deliverables include brand workshop reports, market research findings, 3 creative approaches, and a style guide. The process involves internal and external research to inform the creative direction. Pricing is a fixed fee broken down by each phase. Upon full payment, [CLIENT.Company] receives usage rights to final materials while [COMPANY.Company] can use materials for promotion.

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Valentina Cariel Leal
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333 views6 pages

Branding - Messaging - Visual Identity Proposal: by (Company - Firstname) (Company - Lastname)

This proposal outlines a brand development process for [CLIENT.Company] that includes research, creative development, and implementation. Key deliverables include brand workshop reports, market research findings, 3 creative approaches, and a style guide. The process involves internal and external research to inform the creative direction. Pricing is a fixed fee broken down by each phase. Upon full payment, [CLIENT.Company] receives usage rights to final materials while [COMPANY.Company] can use materials for promotion.

Uploaded by

Valentina Cariel Leal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Branding | Messaging | Visual Identity

Proposal

Prepared for [CLIENT.Company]


By [COMPANY.FirstName] [COMPANY.LastName]
[COMPANY.Company]
Introduction
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.

About Us
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 Process
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 Overview
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)
Key Milestones
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.

Project Pricing
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.

Cost Breakdown
[PRICING TABLE]

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.

Cancellation
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.

Agreement Execution
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].

________________________ ______________
[CLIENT.FirstName] [CLIENT.LastName]
[CLIENT.Company]
________________________ ______________
[COMPANY.FirstName] [COMPANY.LastName]
[COMPANY.Company]

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