What is a brand identity package?

I thought I’d take the time to explain what exactly a branding package is. A brand is a combination of the name, slogan and logo that is used to help identify a company or its products to a potential customer. Here’s what your company’s branding should be able to do:

  • Deliver your business’s message or explain its products
  • Connect your products and services with customers
  • Create user loyalty
  • Get users to purchase your products

So what’s in a branding package?

Branding packages contain a lot of different items. An average brand identity package includes some or all of the following:

The most basic branding package will have a personalized logo, business cards and letterhead.  There’s also a piece of paper (or, nowadays, a PDF) called a branding standards document. So what is a branding standards document, and why do you need one?

Here’s the deal: having a branding standards document explains how the elements of your brand package speak for your company in a clear and meaningful way.

Make sure that your employees and others follow the branding standards document you made. This makes your brand well-defined to everyone from vendors to shareholders and the community.

Branding standards documents typically include standards for:

  • The different elements of your logo and how they should be used
  • Typography (what fonts your logo uses, how and where they’re used)
  • What color palette your logo uses and what parts of the logo those colors are used for
  • Any legal requirements for using the logo

So what does the average brand standards guide look like? Take a look at this HubSpot article on brand standards documents for 21 great examples.

Why do I need a brand package?

You might be wondering: why exactly do I need a branding package? Have you ever thought about the impression your business makes? Branding packages help further your business by creating the image and impression that you want.

Here’s a couple of different reasons that your business needs a branding package:

1. A brand package creates a unified message across your company’s various channels

Whether you’re re-designing your company’s website, posting to social media, attending a trade show, or handing out promotion gear, having a business branding package makes sure that you have a unified message no matter who it is that you’re interacting with or what channel you’re using to interact with them. As you begin spreading a unified message, your business becomes synonymous with your message, which makes people in your niche want to do business with you. For example, if you are exhibiting at a trade show, it is important to keep your brand identity unified across all channels so guests do not get confused about who you are or what your business does. If you are handing out promotional items like tote bags or custom can coolers, it is vital to keep the branding uniform across all promotional handouts and marketing collateral so guests remember your business and the services it provides.

2. Branding packages help you stand out from your competitors

Build a brand identity package for your business. It makes it much easier for potential customers to recognize you in the sea of your competition. Applying that same branding package company-wide can help shape and positively transform that company’s reputation throughout the community, especially when it comes to vendors, shareholders and potential customers.

Want to learn more about building a brand package for your company? Check out this course on building a branding package from Canva.

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