The concept of organizing products and services into easy-to-manage, convenient packages to offer customers, have become commonplace in our world today. Whether you’re ordering fast food or website hosting, it all follows the same principle and saves time and money for everyone. In my experience, selling branding packages to startup companies or entrepreneurs are no different.
You can create a branding package for your business or as a freelancer in 3 easy steps:
- Structure the packages wisely with the right elements and scaling options
- Be creative with naming and design to attract attention, but representative of your brand
- Price them according to your positioning in the market, but to show the value to your customers
If that sounds easy enough, well, it’s not that easy. But don’t worry, I’ll walk you through each step and you should be off building your own packages in no time at all. Let’s start with a brief overview before we get into the steps.
What Are Branding Packages?
A branding package is a collection of digital assets commonly found as a part of a brand’s identity. This usually includes things like a logo, business cards, letterheads, and other stationery items, etc, but can be as vast as including websites design and hosting, SEO, social media management, office interior design, etc. The sky’s the limit.
There are however a few basic things that should be considered as crucial to a startup that should be included in most packages that you offer.
What is in a branding package?
The most common items included in branding packages are:
- Business Cards
- Company Profile
- Email Template
- Email Signature
- Social Media Designs
How to create branding packages
So now that we have the basics out of the way, let’s get started on the 3 steps.
STEP 1: Structure
This is an important factor and you should spend some time with this to get it right. Think of your customers and what they would most commonly need. That would be the best starting point to create the structure
Remember that if you’re creating multiple packages, the scaling needs to make sense along with the pricing.
You also need to consider whether you are targeting different audiences that have different requirements. In that case, you would have to create different sets of packages. For example, people who want a brand identity for their personal brands probably won’t need business cards or letterheads, whereas they will be essential to a small startup.
Another option is to create a “base” package with add-on options for customers with different requirements. Below are some examples of branding packages to illustrate the point a bit better.
These branding packages are all related to start-up companies and might not be relevant to anyone building up a personal brand online. Below is an example of how you can create different packages targeted at different markets, but keeping within a consistent theme.
These are just a few ideas of how you can structure your branding packages, but it’s entirely up to you and your customers’ requirements.
IMPORTANT: Define All Items Clearly
It is very important to define each item in your packages clearly so that your clients know exactly what you are providing.
See the below example of a detailed breakdown of a branding package from the first example to see how each item is clearly described to avoid confusion.
ESSENTIAL BRANDING PACKAGE
Logo (1 x basic logo + 1 x icon, 1 x primary font + 1 x secondary font, 1 x primary color + up to 3 x secondary colors, 1 x vertical + 1 x horizontal layout option, includes 3 concept designs + up to 3 revisions on the chosen concept, final files include .Ai, .Psd, .Pdf, .Jpeg, .Png.
Business Cards (2 concept designs + up to 2 revisions on the chosen concept, up to 3 different names)
Social Media Setup (includes up to 3 accounts, includes 1 x profile + 1 x cover design for each account, 5 different templates as 1200px x 1200px size)
Band Consultancy (1 hour brand consultancy in person or via Skype)
You can change the item descriptions in your higher packages to add value. For example, offer more logo options, more names for business cards, more social media accounts, and more brand consultancy hours in addition to adding more items. This is a great way to upsell clients and for them to see the better value in your higher-priced packages.
STEP 2: Naming & Design
Naming your packages and designing them into posts or ads to share with your potential customers is a fun part of the process.
The best way to name your packages is to use your brand as a starting point. If your brand is all about fun, then get creative and come up with some really fun, unique names and designs. If your branding is more elegant, then go for something like silver, gold, and platinum along with some classy designs.
Here are a few ideas to get you started or to get the creative juices flowing, although most of these might be a bit overused already.
- Silver, Gold, Platinum
- Startup, Professional, Ultimate
- Startup, Startup Plus, Startup Ultimate
- Basic, Essential, Professional, Supreme
- Yellow, Orange, Green, Blue
- 1, 2, 3, 4
You get the point by now.
- Keeping your designs simple always works best, unless your brand is all about being loud
- Colors are a great way to differentiate between the different package options
- Shapes can be used in creative ways to differentiate between the packages as well
- Icons are a great way to differentiate between the packages as well
- Having slick, professional-looking designs is a great way to show your customers what you are capable of and what they can expect from your work, so keep that in mind
STEP 3: Price
In my experience in working with hundreds of clients over the last 15 or so years, it always comes down to price.
Here are a few things to keep in mind when pricing your packages:
- Know how much you and your work is worth. Packages are generally cheaper by nature than the individual items put together but don’t see yourself short
- Be confident that you are providing your clients with a good deal. Show that confidence when selling the packages to them and always point to the added value they are getting instead of going for separate items
- Use your packages as your unique selling point if your competitors don’t have any packages
- Make sure that the scaling of the packages match the price scaling as well. Keep the added value in mind when getting to your higher packages.
I hope that you’ve learned everything you need to know about how to create branding packages for your company or yourself if you are a freelancer. They can be a great way to showcase your skills and professionalism to potential clients.
At the end of the day, it’s all about value and everybody loves great value for their money.