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Branding Proposal Template

Branding is sold cheap because clients confuse it with logo design. The proposal must reframe: branding is strategy first, design second. A logo without positioning is decoration. This template forces the strategy conversation upfront.

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What to include in your branding proposal template

  • Brand strategy phase (positioning, audience, competitive analysis)
  • Brand voice and messaging guidelines
  • Visual identity (logo, color, typography, imagery)
  • Brand applications (business cards, social, website touchpoints)
  • Brand guidelines document (the 'bible')
  • Naming services (if applicable — separate phase)
  • Trademark research (legal, separate)
  • Implementation rollout plan

How to price it

Branding projects: $5K-$15K (solo, small business), $15K-$50K (boutique studio, mid-market), $50K-$300K+ (agency, large brands). Strategy phase alone is $3K-$30K. Always price strategy and design separately.

Common mistakes to avoid

  • Treating it as 'logo design with extras' (positioning kills your fee)
  • Free strategy session that turns into the whole project
  • Unlimited revisions on logo (each round is hours of work)
  • No 'concept selection' phase (clients want all 3 options merged)
  • Including trademark research in your fee (legal liability)

Sample template content

Here's an example of what a complete proposal looks like for this niche. Use it as a starting point — you'll fill in your own details when you create one.

Scope of Work

Complete brand identity for [Client]: Phase 1 — Strategy (3 weeks): • Stakeholder workshop and discovery • Audience research and competitive landscape • Brand positioning and messaging framework • Strategy document delivered + 1 round revisions Phase 2 — Identity (4 weeks): • 3 distinct visual concepts presented • Selected direction refined (2 revision rounds) • Logo system (primary, secondary, mark, monochrome) • Color palette, typography, imagery direction Phase 3 — Guidelines (2 weeks): • Brand guidelines PDF (30+ pages) • Application templates (business card, letterhead, social templates) • Asset delivery in all formats

Sample Line Items

DescriptionQtyTotal
Phase 1 — Brand strategy1$6,000.00
Phase 2 — Visual identity1$12,000.00
Phase 3 — Guidelines & applications1$5,000.00
Total$23,000.00

Sample timeline: 9 weeks

Terms & Conditions

Phased payments: 25% on signing (kicks off strategy), 30% at end of strategy phase, 30% at concept approval, 15% on final delivery. Client retains full commercial usage rights upon final payment. Designer keeps right to display work in portfolio. Trademark research and registration is client's responsibility (recommend trademark attorney). Kill fee: deposit non-refundable. 50% of remaining balance if cancelled after concept presentation.

Frequently asked questions

▸ Should I include strategy in every branding project?

Yes. Without strategy, you're not branding — you're decorating. Even small projects need a 1-week strategy sprint.

▸ How many concepts should I present?

Three. One feels coerced; five overwhelms. Three lets clients compare directions while keeping your effort focused.

▸ What about naming?

Separate engagement, separate fee. Naming is its own discipline ($5K-$50K). If a client asks 'can you also name us', they're not ready for branding yet.

Ready to send a winning branding proposal template?

Use this template to create and send your proposal in under 2 minutes. Free to start.

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