Brand Guide

A brand book is an official company document that explains a brand’s identity and presents the standards of how that brand is represented. This is an important piece of a company’s foundation, communicating the business’ persona to their audience with consistency and effectiveness.


The Brand Book includes graphic design, content, and creative consulting hours to produce all of the visual and communication guidelines for your business. This service is ideal for a business that is growing fast and needs to ensure brand consistency across all platforms, locations, and even employees.

What is included in a Complete Brand Book?

  • Visual Identity – Logos / Fonts / Colors
  • Brand Strategy & Positioning 
  • Brand Messaging 
  • Editorial Style Guide
  • Brand Imagery Style Guide
  • 1 – 2 Hour Photoshoot
  • Web Design Style Guide
  • Print Design Style Guide
  • Social Media Style Guide

What is the process involved in creating a Brand Book?

  1. Discovery Meeting or Call with our Creative Director and one of our content writers
  2. Brand Overview Questionnaire
    1. Brand Research
      1. Surveys with your company
      2. Interviews with key staff
      3. Competitor Analysis
      4. SEO keyword research
      5. Market research
    2. User Research
      1. Google Analytics Analysis
      2. Social Media Data Analysis
      3. Customer Interviews or Calls (if applicable)
      4. Online Surveys
    3. Data Analysis
    4. Testing
      1. A/B Testing on key landing pages
      2. User Acceptance Testing on key landing pages
    5. Creation of User Personas
    6. Creation of Messaging Kit
      1. Mission, Vision, Values Review
      2. Main message, overall brand position, tagline(s)
      3. Voice and tone guidelines
      4. Press release language guidelines
      5. Press release template
      6. Elevator Pitch and general “About Us” talking points
    7. Creation of Brand Positioning Strategy & Market Analysis
    8. Deliverable –  Brand Positioning Strategy & Market Analysis PDF
  3. Visual Identity (Logo Assets, Fonts, Colors)
    1. Logo First Drafts – 4 Concepts
    2. Logo Second Drafts
    3. Logo Final Drafts
    4. Logo Final Deliverable
    5. Colors / fonts first draft
    6. Color / fonts second draft
    7. Deliverable – Branding One Sheet & Logo Files
  4. Editorial Style Questionnaire
    1. Check-In Meeting or Call
    2. Brand Research
    3. Creation of Editorial Guide
    4. Deliverable – Editorial Style Guide PDF
  5. Imagery Questionnaire
    1. Check-In Meeting or Call
    2. Brand Research  
    3. Branded Stock Photoshoot
    4. Imagery Guideline creation
    5. Deliverable – Imagery Guidelines Document & up to 20 Branded Image Assets
  6. Design Questionnaire
    1. Check-In Meeting or Call
    2. Brand Research
    3. Home Page Mockup First Draft
    4. Home Page Mockup Second Draft
    5. Home Page Mockup Final Revisions
    6. Business Cards First Draft, 2 variations
    7. Business Cards Second Draft
    8. Business Cards Final Revisions
    9. Letterhead Template Creation
    10. Deliverable – Design Style Guide PDF
  7. Social Media Questionnaire
    1. Check-In Meeting or Call
    2. Brand Research  
    3. Social Asset & Guidelines Creation
    4. Deliverable – Social Media Guidelines Document & profile / banner social assets
  8. Final Check-In Meeting or Call
    1. Review current assets, discuss final steps
  9. First Draft of Brand Book
  10. Final Revisions
  11. Final Deliverable – Complete Brand Book PDF

Branding & Graphic Design Terms & Conditions:

  • If this is a one-time, a la carte project – the client will be provided with an estimated quote before the work begins, and the final invoice will be sent once work is complete. The final invoice may reflect any overages or additional revision hours that were requested or approved.
  • If the project is quoted at over $2000, 50% will be billed upfront, and 50% upon project completion.
  • If you have a monthly retainer in place, your Account Manager will assign time out of your retainer to work on projects that support your overall marketing goals. You may also send your Account Manager any design needs that you would like to use your retainer for. This time will be managed in consultation with your Account Manager and/or tracked in your monthly reports.
  • The client must provide all branded assets that are necessary for the project before work can begin. We will not begin work until all assets are accounted for, or until a decision is made to work around the missing asset (i.e. past logo files and assets, font files, etc.).
  • Standard turnaround times listed above are only estimates. Your estimated project turnaround time will be included in your scope of work or discussed in consultation with your Account Manager.
  • Any collateral created has a limit of two revision rounds included in the quote. Additional revisions requested are considered an add-on and will be billed at $98 / hour for recurring monthly clients and $130 / hour for non-recurring clients.
  • The client must approve all branding elements before we apply them anywhere online (if applicable).
  • We will consider work complete when we deliver the assets to the client and no additional revisions are requested.
  • The final deliverable delivered to the client will be the design asset(s) in PDF, jpeg, png, or similar file format.
  • The final deliverable will be added to Marketeering Group’s shared client drive or sent to the client via other specified file share sites when the project is complete.
  • Payment is not subject to an approved result. We will not approve refunds for delivered design hours for any reason whatsoever.
  • Marketeering Group reserves the right to approve or deny refunds for unused (purchased) hours on a case-by-case basis.
  • Rush orders for all design services are subject to a surcharge of an additional 20-50% of the total design fee.
  • Your rush project will receive priority over our current project lineup.
  • The client will be notified when a rush fee is required to complete a project in their requested timeline.
  • The rush fee will be applied to the scope of work and / or reflected on your invoice.

Photography Terms & Conditions:

  • You may use your images however you would like.
  • We may use these images on an ongoing basis for your marketing campaigns through social media, blogging, and/or pages on your website.
  • Marketeering Group is authorized to include any images in our portfolio and promotional projects, with appropriate copyright attribution to you (the client).
  • Deadline for final assets will be discussed in the preproduction plan prior to the photoshoot. Typical turnaround time is 2-3 weeks following the shoot date.
  • Marketeering Group’s photography services will be limited to the hours specified in the purchase.
  • The client may request to extend the length of the shoot while we are on location, with the understanding that any time overages may result in add-on costs to be invoiced after the shoot is complete.
  • The finished product is dependent on your approval (non-­approval does not equate to incomplete work).
  • Standard editing time is included in the price of your shoot. However, should you require additional revisions, that time will be billable at $75/hour.
  • You will verify an understanding of what your photo shoot includes, as well as the available add-ons as outlined in the scope of work and pre-production plan.
  • We won’t carry out any photoshoots without your verification of the preproduction plan.
  • If you are unhappy with the results of a shoot after verifying the preproduction plan, and deem the photos unusable, you may purchase an add-on shoot based on the pricing listed on Marketeering Group’s website.

Branding Questionnaire:

About the Company:

  • Can you describe your business?
  • Why was your company started in the first place and what was the motivation?
  • Who are your main competitors?
  • What sets your company apart from the competition?
  • How do your competitors market themselves?
  • What are the long-term goals of the company?

About the Target Audience:

  • Who is the primary target audience?
  • What is the target audience’s general demographics?
  • If your customers had to describe your company in one word, what would it be and why?
  • How do most of your customers find out about your company?
  • How do you plan to communicate with your target audience?

About the Branding:

  • What are the values and/or mission statement of your company?
  • What three attributes would you like your target audience to think of when they look at your new branding?
  • Which of these words is a better fit for your brand? High end or cost-effective?
  • Which of these words is a better fit for your brand? Consumer or Trade?

Design Preferences:

  • What colors or color palettes do you like and why?
  • What font styles do you like and why?
  • In your opinion, what defines a successful logo?
  • Are there any restrictions to consider when designing the new logo?
  • Is there anything that must be included, like existing brand elements, words or icons? Do you prefer an image, just the title of your business, or both?
  • Looking at other people’s branding, what logos do you like and why?
  • Are there any logos that you particularly dislike and why?