Layer 1

Branding Proposal

Brand Strategy

[Client Name] | [Date]

Executive summary

Dear [Client Name]

Thank you for reaching out and sharing your brand goals with us. We understand that [Company Name] is at a pivotal moment—where clarity, consistency, and distinction are essential to scale your presence and strengthen your reputation.

In this brand strategy plan, you’ll find a clear outline of how we can help: a comprehensive brand strategy and identity system tailored to your goals. From positioning and messaging to visual design and rollout, we’ve structured this proposal to walk you through each phase of our process and how it aligns with your business objectives.

We know that choosing the right branding partner is a big decision. That’s why we’ve included detailed deliverables, timelines, and next steps to help you feel confident about the path forward. Should you have any questions beyond what’s included here, we’re always happy to connect and provide more context.

Thank you again for the opportunity to partner with you. We’re excited to help build a brand that your team can rally behind—and your audience can instantly recognize and trust.

Best regards.

[Your Name]

Challenge Statement

[Company Name] is at a critical growth stage where brand clarity, differentiation, and consistency are essential for scaling awareness, trust, and market share. Yet, your current branding lacks a unified strategy and visual alignment across channels.

Value Proposition

We deliver an end-to-end brand strategy and identity system to ensure [Company Name] presents a compelling, consistent, and memorable presence across touchpoints. This work aligns your internal teams and elevates your perception in the eyes of customers, investors, and media.

Key Outcomes:

  • Distinctive Brand Positioning: We define your market niche, voice, and value in relation to competitors and customer needs, creating a brand that is impossible to confuse or overlook.
  • Unified Messaging Framework: From sales decks to social posts, your team will have messaging that scales and adapts to every channel and persona.
  • Professional Visual Identity: A flexible identity system—logo suite, typography, color palette, and brand applications—that drives recognition and builds trust.

"Our goal is to give [Company Name] a brand system that's as strategic as it is distinctive – something that resonates deeply with your audience and empowers your team to scale it with confidence."

[Rep Name], Managing Director

Messaging Strategy

We craft a comprehensive messaging architecture that aligns all communications around a central brand narrative. This includes:

  • Core Brand Messaging

Mission, vision, and positioning statements that serve as the foundation for all communications.

  • Product Messaging

Differentiated, benefit-driven language across key features and offerings.


  • Website Messaging:

Headline and body copy aligned with brand voice, designed for clarity, engagement, and SEO.

  • PR Messaging

Key soundbites and narrative angles tailored to media coverage.

  • Sales & Marketing Messaging

Messaging playbook for campaign and outbound usage, across personas and funnel stages.

  • Social Media Guidelines

Content pillars and tone guide for social execution, plus access to our proprietary training material for social media teams.

Optional Enhancements:

  • Core Brand Messaging: Mission, vision, and positioning statements that serve as the foundation for all communications.
  • Online Advertising Copy: High-conversion messaging tailored for performance marketing.
  • Qwilr Collateral Design: Branded sales materials and proposals that align with your new identity and messaging.

Our process

We’ve refined a proven 4-phase process that balances strategy and creativity with practical execution:

1. Discovery

  • Internal stakeholder interviews
  • Audience segmentation analysis
  • Brand and competitor audit

3. Design

  • Visual exploration and moodboarding
  • Logo development and refinements
  • Typography, color, and image treatment system

2. Strategy

  • Brand positioning and personality mapping
  • Tone of voice and messaging architecture
  • Brand archetype and emotional drivers

4. Delivery

  • Final brand guide (PDF and editable formats)
  • Logo and asset handoff (with usage guidance)
  • Rollout plan for launch and adoption

Each phase includes structured check-ins, workshop sessions, and revision rounds.

Project Scope & Deliverables

We recommend the following baseline deliverables, with optional add-ons based on your priorities:

✴︎ Core Package

  • Brand Strategy Report
  • Messaging Architecture & Voice Guidelines
  • Logo Suite (Primary, Secondary, Favicon)
  • Typography & Color Palette
  • Sample Brand Applications (social, web, print)
  • Comprehensive Brand Guidelines PDF

✴︎ Optional Add-ons

  • Website Design Concept (2–3 key pages)
  • Naming Consultation (company, product, feature)
  • Photography Direction (moodboards + shoot guide)

Timeline / Milestones

Our proposed 6–8 week timeline is designed for efficiency and decision-making momentum:

Phase

Timeline

Key Deliverables

Discovery

Week 1–2

Research summary, stakeholder interviews, audit report

Strategy

Week 3–4

Brand positioning, messaging, brand personality map

Design

Week 5–6

Logo drafts, moodboards, typography & color system

Finalization

Week 7

Brand guideline delivery, asset handoff

Total Duration: 6–8 weeks from kickoff, dependent on timely feedback.

Client Responsibilities

A strong brand emerges through partnership. We ask [Company Name] to:

✴︎ Designate one internal stakeholder as the primary point of contact.
​✴︎ Provide access to relevant background materials, audience insights, and past work.
​✴︎ Deliver timely feedback on deliverables (within 2–3 business days of receipt).


We’ll manage the rest – including proactive project management, scheduling, and documentation.

Project Investment

Below is a breakdown of the recommended scope:

Packages

Basic

$1,250.00 / month
1
Users
  • Brand audit & stakeholder interviews
  • Messaging playbook
  • Logo refresh only
Recommended

Standard

$2,500.00 / month
1
Users
  • Full messaging architecture
  • Visual identity system
  • Brand guidelines PDF
  • Sample applications (social, web, print)
    ​

Premium

$3,800.00 / month
1
Users
  • Everything in Standard
  • Website design concept
  • Naming consultation
  • Photography art direction
    ​

Add-ons

Subtotal
$1,500.00
Subtotal
$1,500.00
Description
Item
Quantity
Price

Brand Strategy Report

$1,000.00
$1,000.00

Setup Free

$500.00
$500.00
Total$1,500.00

Conclusion

We’re excited by the opportunity to partner with [Company Name] and elevate your brand into a platform for long-term growth. Let’s create something meaningful, cohesive, and powerful together.


To confirm your project kickoff or ask questions, contact [Rep Name] directly.

Ready to begin?

✴︎ Contact us

Website | Phone | Email