Finally... An Affordable Branding Alternative for New or Small Businesses!

Branding is one of the very first steps an entrepreneur must take in building his/her business. It's a critical step, and one that's often misunderstood because many people don't make a distinction between branding and brand identity. (See our Marketing Term Glossary.)

Branding includes the strategies you develop to differentiate your offering from others in the marketplace and position it in the minds of your prospective customers. Branding is more than creating your brand identity--the visual symbols that represent your brand, such as logo, tagline, packaging, retail trade dress, etc.

For larger companies, the branding process often includes hundreds of hours of meetings, input from a broad range of stakeholders and exhaustive rounds of approvals and revisions. That's why full-scale branding can be highly expensive--and well beyond the means of many new or small businesses. It's not unusual for branding companies to charge $20,000 to $200,000 and more to help prepare for a brand launch.

Many branding companies conduct a lengthy branding exercise during in-person, on-site exercises that may take several days to complete. We streamline the process for smaller businesses by requesting that the client provide written answers to a detailed questionnaire that provides essential information we use to more quickly get to the heart of the matter. Reducing the time involved means we don't need to charge a premium for the discovery process.

Branding Package Details

New Paradigm Marketing now offers a branding package designed for businesses that need a workable solution where budget matters. Here's what our package includes:

Discovery Process. We provide you with a Brand Discovery Questionnaire that asks a series of key questions about your business, product or service. Included are questions about your industry, target market, the position you wish to occupy in the market, brand objectives, how you want customers to feel about your brand, etc.

Strategy Session. Once your Brand Discovery Questionnaire is complete, we will schedule a brand strategy session. During that session we examine your relationship to your intended market, the niche you wish to occupy and the characteristics of your target customer(s). This may be done remotely by conference call, although an in-person session is preferable.

Writing Process. Following the Strategy Session, we produce a written Brand Strategy Summary. This document serves as your road map to the marketplace and provides guidance for marketing and related decisions to help you "execute" your brand strategy. Once the draft summary is complete, we forward it to you and schedule an executive review session to discuss any final modifications.

Design Process. The final stage is to engage a designer to prepare concepts for a professional logo design based on the results of the discovery and strategy processes. You receive three or more concepts to review and, based on input you provide in a review session, one of these is selected for modification. After revisions and your approval, we provide electronic logo files for your ongoing use.

Deliverables

• Brand Strategy Summary (4-5 pages), which reflects final decisions made during the discovery and clarification processes.
• Tagline that captures the essence of your value proposition and instantly communicates it to your target audience.
• Branding Statement- highly usable problem-solution statement that communicates in compelling terms why your prospective customers should do business with you. Provides excellent material for quickly communicating your market position and value.
• Custom Logo Design- includes services of a professional designer to prepare your actual logo, including electronic files for web, desktop printing and offset press applications.

Feel free to ask us for samples of our branding work and to review the design portfolios of the designers we use. For details, call (707) 888-9700.