What Should a Branding Package Include? A Complete Guide for Businesses
- kayode681
- Nov 30, 2024
- 5 min read
Updated: 4d
A strong brand is essential for standing out in today’s competitive market. One of the best ways to establish and maintain a professional, cohesive identity is by investing in a branding package. But what exactly should a branding package include? Whether you’re launching a new business or refreshing an existing one, this guide breaks down the must-have elements of an effective branding package.
What Is a Branding Package?
A full branding package is a curated set of visual, verbal, and strategic assets designed to define and communicate your brand identity. It ensures your brand remains consistent across all platforms, creating a memorable and professional image. A well-crafted branding package aligns with your business goals, resonates with your audience, and builds trust.
Core Elements of a Branding Package
So, what is included in a branding package? Every branding package should include foundational elements that serve as the building blocks of your brand identity:
1. Logo Design
A logo is the heart of your brand identity. It’s used everywhere, from your website to business cards.
A comprehensive branding package should include:
Primary logo
Secondary logo (alternative versions for flexibility)
Icon or brand mark (for smaller applications)
Scalable files in multiple formats (e.g., PNG, JPEG, SVG, and EPS)
(See our dedicated section below for more detail on what to include in a logo package.)
2. Colour Palette
Your brand’s colours are a visual representation of its personality and values. A colour palette typically includes:
Primary colours (core brand colours)
Secondary colours (supporting or accent shades)
Exact colour codes (HEX, RGB, and CMYK) for digital and print consistency
3. Typography
Fonts play a key role in shaping your brand’s tone and aesthetic. Include:
Primary font for headings
Secondary font for body text
Font pairing guidelines for consistent use
A brand guideline document ensures that your branding is used correctly across all mediums. It typically includes:
Logo usage rules (placement, spacing, and scaling)
Typography standards
Imagery and iconography styles
Do’s and don’ts for maintaining consistency
5. Business Collateral
Essential branded materials that you’ll use in daily operations. Examples include:
Email signature templates
Presentation slide decks
Focusing on the Signature: What to Include in a Logo Package
While a comprehensive branding package addresses the entire brand ecosystem, sometimes a business's immediate need is a powerful and professional logo. But what should a standalone logo branding package truly offer? Understanding what to include in a logo package is crucial to ensure you receive more than just a symbol, but a strategic asset.
A common question we hear is, "What does a typical logo design package include?" At a minimum, a professional offering should go beyond simple design concepts and provide:
Strategic Foundation: Even for a logo-focused project, a brief discovery phase to understand the brand's core values, audience, and market position is essential. This ensures the logo isn't just aesthetically pleasing but strategically sound.
A Complete Logo System: As mentioned earlier, this includes primary, secondary, and mark variations in all necessary file formats (vector and raster) for both print and digital use.
Basic Usage Guidelines: While not as extensive as full brand guidelines, a basic logo branding package should include essential rules for clear space, minimum size, and colour specifications to ensure consistent application.
Choosing a package focused solely on the logo can be a great starting point for new ventures, but it's important to remember that a logo is just one piece of the larger brand identity puzzle.
Additional Elements in a Comprehensive Branding Package
While the core elements establish the basics, an extended branding package provides a more robust toolkit to elevate your brand.
6. Brand Messaging
Verbal elements that define how your brand communicates, such as:
Mission statement
Tagline or slogan
Value proposition
Brand voice and tone guidelines
7. Social Media Assets
With social media being a key marketing platform, your branding package should include:
Profile and cover images tailored for each platform
Post and story templates
Highlight icons
8. Website Assets
For a polished online presence, include:
Favicon design
Buttons, banners, and icons
Style guides for consistent web design
For product-based businesses, packaging that reflects your brand is essential. This can include:
Labels
Box designs
Inserts and tags
10. Marketing Materials
Ensure your brand shines in campaigns with assets like:
Brochures
Flyers
Posters
Merchandise designs
Why Is a Branding Package Important?
A complete branding package provides several benefits for businesses:
Consistency: It ensures that your brand looks and feels the same across all platforms, building trust and recognition.
Efficiency: Pre-designed assets save time and resources when creating new materials.
Professionalism: A cohesive brand image conveys credibility and authority in your industry.
Competitive Edge: A strong, unique identity helps you stand out from competitors.
How to Choose the Right Branding Package & Compare Agency Offerings
Knowing what's included in a full branding package is the first step. The second is learning how to compare different agency offerings to find the right partner. The ideal package depends on your business needs, but you also need to compare providers. Here’s what to look for:
Compare Portfolios: Look past the pretty pictures. Does the agency's work show strategic thinking? Do they have experience in your industry?
Compare Process: Do they lead with a discovery and strategy phase, or do they jump right into design? A strategic-led process (like the one we outline in our packages) leads to a better long-term asset.
Compare Deliverables: Use the list above as a checklist. Does one agency offer a 5-page "style guide" while another provides a 50-page comprehensive brand guidelines document? The value is in the details.
Compare Price vs. Value: A cheap package is an expense. A strategic package is an investment. Ask what business outcome the package is designed to achieve, not just what files you get.
The ideal branding package depends on your business needs:
Startups: Focus on core elements like a logo, colour palette, typography, and brand guidelines.
Growing Businesses: Opt for a package that includes extended assets like social media templates and website design.
Established Brands: Look for a package that refreshes your identity with updated collateral and advanced features like packaging design or merchandise.
Conclusion
A well-crafted branding package is a powerful tool for building a consistent, recognisable, and professional identity. By including essential elements like a logo, colour palette, and brand guidelines, along with extended assets like social media templates and packaging design, your brand can leave a lasting impression across all touchpoints.
Seeing this in action is the best way to understand its impact. We encourage you to explore our branding package examples - which are professional branding package examples in practice - to see how these elements come together. Each branding package example showcases a unique solution tailored to a specific client's needs.
Whether you’re just starting out or looking to rebrand, investing in a comprehensive branding package is a step towards long-term success. Work with experienced professionals to ensure your brand truly reflects your business's values and vision.
