A resources page filled with any questions you may have regarding what branding is, more in-depth explanations of my services, what working together would look like before, during, and after your service, and any other terms or details you may want to know.

FREQUENTLY ASKED QUESTIONS

What is a Brand?


The literal term "Brand" or "Branding" has a mixed and varied understanding depending on where you live or what industry you're in, but the following terms are defined to the best of my abilities and relevant to how my services support and build your Brand. Dictionary Definition of Brand:

  1. a type of product manufactured by a particular company under a particular name
  2. an indentifying mark burned on livestock (not relevant for us, but has to do with the history of the term!)
Business Definition of a Brand : A brand is the way a company, organization, or individual is perceived by those who experience it. This perception comes from a combination of:
  1. Visual Cues – Unique designs, signs, symbols, or words that identifies a product and differentiates it from its competitors
  2. Experiences – Whether in person, online, through packaging, or customer service, etc.
Over time this becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. Essentially, for how we're utilizing the term, Branding is a visual and experiential business tool to leverage your marketing, messaging, and perceived commerical value. What's the Point? People make purchasing decisions based off how they perceive a product or service will make them feel. Effective Brand Identities set that tone and feeling.




What is the Brand Identity Process?


My Brand Identity Process has been developed over the years to help me get a clear idea of what my clients truly want, even when they're unable to fully describe it themselves. The reason this process works so well is it blends...

  • Quality visual design rooted in marketing research and strategy
  • Step-by-step collaborative process that allows owners to be involved, avoiding disappointing and uncomfortable design surprises at the end
  • Establishes a solid foundation to build off of – once we look at your brand from a distance, anything we design after is easy.
The Brand Identity Process Looks Like...
  • 1 hour In-Depth Consultation
  • 3 x Mood Board options
  • 3 x Extensive Logo & Brand Identity options
  • 3-5 Designed Deliverables or SKUs
  • Set Brand Guidelines
  • All Brand Assets and Files you need to continue building consistent Brand Equity with or without me
Learn More and see examples on my About Page.




What is the difference between each Service Package?


Originally I worked predominantly starting with my Brand Identity Process, and then continued work hourly or by retainer with clients following. However, recently I've developed several new packages and options to accommodate the current pandemic and need to support small and local businesses. To simplify these new services, I've broken them down into services that best suit: Solo Entrepreneurs or Products and Small Businesses. Here's a quick run down of each service, but to learn more Click Here, or Download my Detailed Services PDF Here.




What do I need to get started?


All Service Packages require paid Deposit and Signed Terms prior to starting. You can schedule your first 15 min. Consult for Free at any time.




Do you work hourly?


Yes and no. Yes, I work at an hourly rate for current clients or any new clients following a Service Package. Unfortunately at this time, I prefer not to take on any new projects at an hourly rate without a Service Package, with only strict exceptions and on a case-by-case approval. Exceptions may be allowed for businesses who:

  • Provide a set Brand Guide
  • Provide logo files, fonts, colors, photos, and any other graphic assets necessary to follow existing Brand
  • Pay an hourly rate of $150/hr
If you feel you meet these requirements, please Contact Me.




What happens after my Service Package?


Following your Service Package, I'll wrap up all your files, send your Brand Assets, your set Brand Guidelines, and close out your Package. At this point you should have everything you need to carry on a strong cohesive Brand, with or without me. (It's okay, different designers for different needs and budgets, I totally understand!) However, if you'd like to continue working with me (woohoo!), then we can either work together project-by-project at your Discounted Hourly Rate or create a custom Retainer rate. Hourly Rates:

  • $75/hr – Brand Identity Process Clients
  • $100/hr – Brand Clarity Clients
  • $125/hr – Starter Brand Clients
  • $150/hr – All other instances
Retainer Rates:
  • Available for clients who know they want ongoing work.
  • Pay for a set amount of hours ahead at a discounted rate.
  • Renew your retainer when you are close to maxing out paid hours
  • 30 Days notice required prior to canceling retainer
VIP Retainer Rates:
  • Available to a select few VIP Clients to guarantee priority in project schedule
  • Projects are always prioritized over others
  • Set monthly fee
  • Largest range and flexibility of hours available within Retainer
  • Unlimited revisions
  • Unlimited rush fees*
  • Unlimited strategy consultations
  • Storage and organization of files during active retainer
  • In other words, during busy seasons, I may refuse work in order to accommodate and ensure availability for VIP clients, whose work take priority.
  • Essentially the equivalent of hiring an in-house designer, without employee fees
  • 30 Days notice required prior to canceling retainer
*Subject to cancellation at Designer discretion if working relationship abused.




What Brand Assets are included?


Exact Brand Assets will vary, but may include:

  • Logo Files
  • Logo Variation Files
  • Font Files
  • Color Palette & PMS codes
  • Commonly Used Headline Graphics
  • Branded Graphic Vectors*
  • Stock Photography*
  • Graphic Illustrations*
  • Call out stamps
Files may be provided in EPS, JPG, PNG, or PDF as requested, in any colors needed or requested. *Delivery of these assets are dependent on brand, stock photo fees or copyright, graphic illustration fees or copyright, etc. and are provided based on importance to maintaining Brand consistency. (In otherwords, not every icon, asset, illustration, photo, or piece used in mock up will necessarily be provided. Only assets that are vital and part of brand design will be provided. Other assets may be provided upon request, depending on fee or copyright situation.)




What are my Collateral & Deliverable options?


Pretty much anything that falls within the allotted deliverable design range included in your package! Deliverable choices must fall within what your Service Package covers, and anything in excess will be designed at your discounted hourly rate. Collateral & Deliverable Examples:

  • Branded Decks:
    • Pitch Deck
    • Sales Deck
    • Investor Decks
  • Company Collateral:
    • Business Cards
    • Letterhead
    • E-Mail Signatures
  • Sales Collateral
    • Sales Sheets
    • In-Take Forms
    • Order Forms
  • Promotional Material:
    • Postcards
    • Flyers
    • Posters
    • Brochures
    • Pamphlets
  • Social Media Assets:
    • Profile Photo
    • Cover Photo
    • Canva template/s
    • Instagram curation
    • Youtube curation
    • Assets for RangeMe, Linkedin, etc.
  • Website Assets:
    • Banners
    • Headline Graphics
    • Custom Button Graphics
  • Website Design Mockups or Implementation
    • *Will incur added fee, best tackled as a separate project
  • Tradeshow Material
    • Background Banners
    • Pop Up Banners
    • Table Runners
    • Posters
    • Display Sheets
    • Sales Sheets
    • Swag/Take Aways
    • Booth Invites
  • Digital Marketing:
    • E-mails
    • Digital Campaign assets
    • Welcome Series E-Mails
  • Packaging & In-Store Promo Material:
    • POP Displays
    • Info Cards
    • End Cap Mockups
    • 3D Packaging Mockups
Etc.! On and on, options are endless. We'll discuss and decide on exact Deliverables for each package during your In-Depth Consultation, then any/all deliverables following can be implemented with your Discounted Hourly Rate or a Custom Retainer.




Do you write my content?


While I get very involved and in-depth with suggesting content, I don't take responsibility (or liability) for writing content. Often times I will pull from your current content and make edits as I see needed. If you do not have any content at all for me to base off of, I will use placeholder text. If you'd like help with content creation, we can work together within a Consulting premises to create content together, or we can explore finding a third-party content writing contractor together. Suggested Content I might create during the Brand Identity Process:

  • Headlines or Hooks
  • Subheadlines
  • Taglines or Slogans
  • Elevator pitch or Business description
  • Concise mission statement or core values
  • Key Points or Product Features
*Again, this content comes up organically during the process, performed as a courtesy, and is not guaranteed.




Do you offer Referral Rates?


I do! This is another new offering. Options include:

  • Sell my Service Packages on your wesbite at the full rate, and keep the difference
  • Gift your clients a discount by selling my Service Packages at the discounted Referral Rate
  • Possibility open for a custom Referral/Partnership Rate
  • Contact Me if you're interested!




What are my Payment Options


Payment Options vary based on your desired Service Package. DIWY Consulting & Collaboration Combo

  • $150/hour -OR- 6 sessions for $600
  • 100% Balance due up front
  • Recommended 1 session a week
Starter Brand A quick jumpstart solution
  • $1,000
  • 1 week turn around
  • Deposit of 50% Balance ($500) due up front
  • Remaining balance ($500) due to receive final assets and files
Brand Clarity For existing brands who need a cohesive, competitive refinement
  • $3,000
  • Over 3 months, depending on client feedback
  • Deposit of 20% ($600) due up front
  • Three payments of $800 due following each stage
  • Total balance must be paid in full in order to receive final assets, files, and deliverables
Brand Identity Process The full in-depth rebrand package
  • $5,000
  • Over 3 months, depending on client feedback
  • Deposit of 20% ($1,000) due up front
  • Remaining Balance broken down into three payments, due following each stage
    • $1350 – 1st Payment due after Mood Board stage
    • $1350 – 2nd Payment due after Logo & Brand Identity Presentation stage
    • $1300 – 3rd Payment due after First Draft of Deliverables
  • Total balance must be paid in full in order to receive final assets, files, and deliverables




Why was the Brand Identity Process developed?


My Brand Identity Process has been developed over the years to: Resolve reoccurring issues my clients were running into with designs and designers Accommodate Client Budgets and Restraints
Many of my clients prefer to invest in an in-depth process that explores market research and options, ensures a design they'll be satisfied with, establishes a solid foundation to build off of, and all within a set budget so there are no surprises due to long processes or multiple rounds of revisions. Communicating Design Direction Most of my clients are CEOs or original Founders of their business, which tends to mean they are creative by nature, multi-talented, multi-facted, and struggle to reign in the many different layers of themselves or their business into a succinct, cohesive, impactful visual brand identity. This often creates a discrepancy between what my clients have tried to communicate to past designers, and how those designers translated that into a finished design. Collaborating in this process helps us work through step-by-step through the many variables and possibilities of design look and style, to hit closer to what my clients' envision sooner. Tackling Bigger, Underlying Issues Surprisingly, this process has sometimes been helpful in getting gears turning for my clients' in many aspects of business and marketing, such as:

  • Verbalizing mission, drive, values, key themes, key selling points, that later help with content creation and marketing
  • Identifying their target audience and client avatar, that often times help with pin pointing marketing options, placement, even price points, etc.
  • Clarifying their direction, in turn clarifying their marketing strategy




How long does the Brand Identity Process take?


How long does the Brand Identity Process take?

  • Short answer, typically 2-3 months
Typical Timeline Break Down:
  • Clien & Designer have Initial In-Depth Consultation
  • Designer sends Mood Board options 1 week following Consult
  • Client responds with Mood Board choice (typically takes at least 1 week to respond)
  • Designer sends Logo & Brand Identity Presentation 3-4 weeks following Client's Mood Board response (may vary if revisions occur during Mood Board stage)
  • Client & Designer have After Presentation Consult – Where we discuss which Logo & Brand Identity option you prefer, what you liked, what you didn't like, what revisions you'd like to see to deliverables (typically occurs 1-2 weeks following receiving proposals)
  • Designer sends First Draft of Deliverables
  • Client responds with Revisions. Revision stage continues until completed. (Invoice for Final Payment will be sent following first draft. Any revisions in excess of agreed range specified in the package will be charged at a discounted hourly rate.)
  • Client makes Final Payment
  • Designer sends finished Final Deliverables, Brand Assets, and Brand Guidelines
Has it ever been faster?
  • No, often times clients value taking their time to decide on a Logo & Brand Identity option, and then again taking their time to come back with full, thorough revisions, so the process has almost always averaged out to about 3 months
Has it ever been slower?
  • Yes! As I've said, this process can sometimes be very clarifying, which means some business owners want to take a minute to marinate, reconvene with their team, make sure they're deciding on a design they know they will commit to investing in (think other collateral, printed trade show material, manufactured packaging)
  • Sidenote: Any break in work longer than 6 weeks for any Service Package may incur a Pause in Work Fee of $500, and may subject work to continue at the fixed $150 hourly rate.
Is it possible to complete this process faster?
  • Speeding up the process slightly may be possible, but is not suggested. Often times rushing the process results in a unsatisfying results and numerous rounds of revisions, increasing the final balance in the end.
  • However if you're tight on a deadline and determined to speed up the process, Contact Me, and we can discuss your custom timeline. If so, it will be at an increased rate to accommodate rearranging other client project schedules and priorities.





 
TERMS OF SERVICE

Terms are to ensure a healthy work relationship between both parties, Client and Designer. Many of the following terms are applicable to current clients, for projects following the completion of a Service Package. For new clients, a link to sign terms virtually and a PDF to keep on record will be e-mailed to you.

What is a Brand?


The literal term "Brand" or "Branding" has a mixed and varied understanding depending on where you live or what industry you're in, but the following terms are defined to the best of my abilities and relevant to how my services support and build your Brand. Dictionary Definition of Brand:

  1. a type of product manufactured by a particular company under a particular name
  2. an indentifying mark burned on livestock (not relevant for us, but has to do with the history of the term!)
Business Definition of a Brand : A brand is the way a company, organization, or individual is perceived by those who experience it. This perception comes from a combination of:
  1. Visual Cues – Unique designs, signs, symbols, or words that identifies a product and differentiates it from its competitors
  2. Experiences – Whether in person, online, through packaging, or customer service, etc.
Over time this becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. Essentially, for how we're utilizing the term, Branding is a visual and experiential business tool to leverage your marketing, messaging, and perceived commerical value. What's the Point? People make purchasing decisions based off how they perceive a product or service will make them feel. Effective Brand Identities set that tone and feeling.




What is the Brand Identity Process?


My Brand Identity Process has been developed over the years to help me get a clear idea of what my clients truly want, even when they're unable to fully describe it themselves. The reason this process works so well is it blends...

  • Quality visual design rooted in marketing research and strategy
  • Step-by-step collaborative process that allows owners to be involved, avoiding disappointing and uncomfortable design surprises at the end
  • Establishes a solid foundation to build off of – once we look at your brand from a distance, anything we design after is easy.
The Brand Identity Process Looks Like...
  • 1 hour In-Depth Consultation
  • 3 x Mood Board options
  • 3 x Extensive Logo & Brand Identity options
  • 3-5 Designed Deliverables or SKUs
  • Set Brand Guidelines
  • All Brand Assets and Files you need to continue building consistent Brand Equity with or without me
Learn More and see examples on my About Page.




What is the difference between each Service Package?


Originally I worked predominantly starting with my Brand Identity Process, and then continued work hourly or by retainer with clients following. However, recently I've developed several new packages and options to accommodate the current pandemic and need to support small and local businesses. To simplify these new services, I've broken them down into services that best suit: Solo Entrepreneurs or Products and Small Businesses. Here's a quick run down of each service, but to learn more Click Here, or Download my Detailed Services PDF Here.




What do I need to get started?


All Service Packages require paid Deposit and Signed Terms prior to starting. You can schedule your first 15 min. Consult for Free at any time.




Do you work hourly?


Yes and no. Yes, I work at an hourly rate for current clients or any new clients following a Service Package. Unfortunately at this time, I prefer not to take on any new projects at an hourly rate without a Service Package, with only strict exceptions and on a case-by-case approval. Exceptions may be allowed for businesses who:

  • Provide a set Brand Guide
  • Provide logo files, fonts, colors, photos, and any other graphic assets necessary to follow existing Brand
  • Pay an hourly rate of $150/hr
If you feel you meet these requirements, please Contact Me.




What happens after my Service Package?


Following your Service Package, I'll wrap up all your files, send your Brand Assets, your set Brand Guidelines, and close out your Package. At this point you should have everything you need to carry on a strong cohesive Brand, with or without me. (It's okay, different designers for different needs and budgets, I totally understand!) However, if you'd like to continue working with me (woohoo!), then we can either work together project-by-project at your Discounted Hourly Rate or create a custom Retainer rate. Hourly Rates:

  • $75/hr – Brand Identity Process Clients
  • $100/hr – Brand Clarity Clients
  • $125/hr – Starter Brand Clients
  • $150/hr – All other instances
Retainer Rates:
  • Available for clients who know they want ongoing work.
  • Pay for a set amount of hours ahead at a discounted rate.
  • Renew your retainer when you are close to maxing out paid hours
  • 30 Days notice required prior to canceling retainer
VIP Retainer Rates:
  • Available to a select few VIP Clients to guarantee priority in project schedule
  • Projects are always prioritized over others
  • Set monthly fee
  • Largest range and flexibility of hours available within Retainer
  • Unlimited revisions
  • Unlimited rush fees*
  • Unlimited strategy consultations
  • Storage and organization of files during active retainer
  • In other words, during busy seasons, I may refuse work in order to accommodate and ensure availability for VIP clients, whose work take priority.
  • Essentially the equivalent of hiring an in-house designer, without employee fees
  • 30 Days notice required prior to canceling retainer
*Subject to cancellation at Designer discretion if working relationship abused.




What Brand Assets are included?


Exact Brand Assets will vary, but may include:

  • Logo Files
  • Logo Variation Files
  • Font Files
  • Color Palette & PMS codes
  • Commonly Used Headline Graphics
  • Branded Graphic Vectors*
  • Stock Photography*
  • Graphic Illustrations*
  • Call out stamps
Files may be provided in EPS, JPG, PNG, or PDF as requested, in any colors needed or requested. *Delivery of these assets are dependent on brand, stock photo fees or copyright, graphic illustration fees or copyright, etc. and are provided based on importance to maintaining Brand consistency. (In otherwords, not every icon, asset, illustration, photo, or piece used in mock up will necessarily be provided. Only assets that are vital and part of brand design will be provided. Other assets may be provided upon request, depending on fee or copyright situation.)




What are my Collateral & Deliverable options?


Pretty much anything that falls within the allotted deliverable design range included in your package! Deliverable choices must fall within what your Service Package covers, and anything in excess will be designed at your discounted hourly rate. Collateral & Deliverable Examples:

  • Branded Decks:
    • Pitch Deck
    • Sales Deck
    • Investor Decks
  • Company Collateral:
    • Business Cards
    • Letterhead
    • E-Mail Signatures
  • Sales Collateral
    • Sales Sheets
    • In-Take Forms
    • Order Forms
  • Promotional Material:
    • Postcards
    • Flyers
    • Posters
    • Brochures
    • Pamphlets
  • Social Media Assets:
    • Profile Photo
    • Cover Photo
    • Canva template/s
    • Instagram curation
    • Youtube curation
    • Assets for RangeMe, Linkedin, etc.
  • Website Assets:
    • Banners
    • Headline Graphics
    • Custom Button Graphics
  • Website Design Mockups or Implementation
    • *Will incur added fee, best tackled as a separate project
  • Tradeshow Material
    • Background Banners
    • Pop Up Banners
    • Table Runners
    • Posters
    • Display Sheets
    • Sales Sheets
    • Swag/Take Aways
    • Booth Invites
  • Digital Marketing:
    • E-mails
    • Digital Campaign assets
    • Welcome Series E-Mails
  • Packaging & In-Store Promo Material:
    • POP Displays
    • Info Cards
    • End Cap Mockups
    • 3D Packaging Mockups
Etc.! On and on, options are endless. We'll discuss and decide on exact Deliverables for each package during your In-Depth Consultation, then any/all deliverables following can be implemented with your Discounted Hourly Rate or a Custom Retainer.




Do you write my content?


While I get very involved and in-depth with suggesting content, I don't take responsibility (or liability) for writing content. Often times I will pull from your current content and make edits as I see needed. If you do not have any content at all for me to base off of, I will use placeholder text. If you'd like help with content creation, we can work together within a Consulting premises to create content together, or we can explore finding a third-party content writing contractor together. Suggested Content I might create during the Brand Identity Process:

  • Headlines or Hooks
  • Subheadlines
  • Taglines or Slogans
  • Elevator pitch or Business description
  • Concise mission statement or core values
  • Key Points or Product Features
*Again, this content comes up organically during the process, performed as a courtesy, and is not guaranteed.




Do you offer Referral Rates?


I do! This is another new offering. Options include:

  • Sell my Service Packages on your wesbite at the full rate, and keep the difference
  • Gift your clients a discount by selling my Service Packages at the discounted Referral Rate
  • Possibility open for a custom Referral/Partnership Rate
  • Contact Me if you're interested!




What are my Payment Options


Payment Options vary based on your desired Service Package. DIWY Consulting & Collaboration Combo

  • $150/hour -OR- 6 sessions for $600
  • 100% Balance due up front
  • Recommended 1 session a week
Starter Brand A quick jumpstart solution
  • $1,000
  • 1 week turn around
  • Deposit of 50% Balance ($500) due up front
  • Remaining balance ($500) due to receive final assets and files
Brand Clarity For existing brands who need a cohesive, competitive refinement
  • $3,000
  • Over 3 months, depending on client feedback
  • Deposit of 20% ($600) due up front
  • Three payments of $800 due following each stage
  • Total balance must be paid in full in order to receive final assets, files, and deliverables
Brand Identity Process The full in-depth rebrand package
  • $5,000
  • Over 3 months, depending on client feedback
  • Deposit of 20% ($1,000) due up front
  • Remaining Balance broken down into three payments, due following each stage
    • $1350 – 1st Payment due after Mood Board stage
    • $1350 – 2nd Payment due after Logo & Brand Identity Presentation stage
    • $1300 – 3rd Payment due after First Draft of Deliverables
  • Total balance must be paid in full in order to receive final assets, files, and deliverables




Why was the Brand Identity Process developed?


My Brand Identity Process has been developed over the years to: Resolve reoccurring issues my clients were running into with designs and designers Accommodate Client Budgets and Restraints
Many of my clients prefer to invest in an in-depth process that explores market research and options, ensures a design they'll be satisfied with, establishes a solid foundation to build off of, and all within a set budget so there are no surprises due to long processes or multiple rounds of revisions. Communicating Design Direction Most of my clients are CEOs or original Founders of their business, which tends to mean they are creative by nature, multi-talented, multi-facted, and struggle to reign in the many different layers of themselves or their business into a succinct, cohesive, impactful visual brand identity. This often creates a discrepancy between what my clients have tried to communicate to past designers, and how those designers translated that into a finished design. Collaborating in this process helps us work through step-by-step through the many variables and possibilities of design look and style, to hit closer to what my clients' envision sooner. Tackling Bigger, Underlying Issues Surprisingly, this process has sometimes been helpful in getting gears turning for my clients' in many aspects of business and marketing, such as:

  • Verbalizing mission, drive, values, key themes, key selling points, that later help with content creation and marketing
  • Identifying their target audience and client avatar, that often times help with pin pointing marketing options, placement, even price points, etc.
  • Clarifying their direction, in turn clarifying their marketing strategy




How long does the Brand Identity Process take?


How long does the Brand Identity Process take?

  • Short answer, typically 2-3 months
Typical Timeline Break Down:
  • Clien & Designer have Initial In-Depth Consultation
  • Designer sends Mood Board options 1 week following Consult
  • Client responds with Mood Board choice (typically takes at least 1 week to respond)
  • Designer sends Logo & Brand Identity Presentation 3-4 weeks following Client's Mood Board response (may vary if revisions occur during Mood Board stage)
  • Client & Designer have After Presentation Consult – Where we discuss which Logo & Brand Identity option you prefer, what you liked, what you didn't like, what revisions you'd like to see to deliverables (typically occurs 1-2 weeks following receiving proposals)
  • Designer sends First Draft of Deliverables
  • Client responds with Revisions. Revision stage continues until completed. (Invoice for Final Payment will be sent following first draft. Any revisions in excess of agreed range specified in the package will be charged at a discounted hourly rate.)
  • Client makes Final Payment
  • Designer sends finished Final Deliverables, Brand Assets, and Brand Guidelines
Has it ever been faster?
  • No, often times clients value taking their time to decide on a Logo & Brand Identity option, and then again taking their time to come back with full, thorough revisions, so the process has almost always averaged out to about 3 months
Has it ever been slower?
  • Yes! As I've said, this process can sometimes be very clarifying, which means some business owners want to take a minute to marinate, reconvene with their team, make sure they're deciding on a design they know they will commit to investing in (think other collateral, printed trade show material, manufactured packaging)
  • Sidenote: Any break in work longer than 6 weeks for any Service Package may incur a Pause in Work Fee of $500, and may subject work to continue at the fixed $150 hourly rate.
Is it possible to complete this process faster?
  • Speeding up the process slightly may be possible, but is not suggested. Often times rushing the process results in a unsatisfying results and numerous rounds of revisions, increasing the final balance in the end.
  • However if you're tight on a deadline and determined to speed up the process, Contact Me, and we can discuss your custom timeline. If so, it will be at an increased rate to accommodate rearranging other client project schedules and priorities.





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