Branding | Messaging | Visual Identity Proposal

Template
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; its
a discipline involving research and analysis, plus structured management and
implementation.

In todays 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, youve 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 organizations 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 youve 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 CONTRACTORs 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].

Signed by:

________________________ ______________

[CLIENT.FirstName] [CLIENT.LastName]

[CLIENT.Company]

________________________ ______________

[COMPANY.FirstName] [COMPANY.LastName]
[COMPANY.Company]