As designers, we know branding is everything. It’s not just a logo or a pretty color palette—it’s the soul of a business. A great brand captures a client’s unique story, resonates with their audience, and brings their vision to life. But here’s the thing: every designer out there knows this. So how do you make your branding package the one that has clients throwing confetti and saying, “This is exactly what I need!”?
The answer lies in going beyond the basics. Yes, logos, color palettes, and fonts are essential, but to truly stand out, you need to create an experience. Let’s explore how you can elevate your branding package offerings, add those “hell yes!” moments, and attract clients who can’t wait to work with you.
1. Start with the essentials – but make them yours
Of course, every branding package needs the basics: a logo, color palette, and typography. But here’s where you can set yourself apart. Instead of offering the same standard deliverables as everyone else, think about how you can elevate these essentials to make them uniquely valuable to your clients.
Logo suites that anticipate client needs:
Don’t just deliver a logo—create a suite of variations, from full logos to simplified marks and submarks. Think about the clients you typically work with and anticipate the assets they’ll need for their business, where will the logo be used (business cards, Instagram bios, product packaging) and ensure your suite covers every scenario seamlessly.
Color palettes that are actually practical:
Include more than just three or four colors. Offer a primary palette for the brand’s “core look” and secondary palette for different mediums. If they have courses, or sub-brands – create color palettes for those that align with their brand’s main palette but still give a unique feel. And always add notes on how to combine the colors effectively to keep things cohesive.
Typography with purpose:
Instead of simply choosing a “nice pairing,” provide fonts that reinforce the brand’s personality and function well across digital and print formats. Share why you chose each typeface and how it ties into their messaging. Think about how the typography is going to be used across all digital and print formats, the readability of each font as well as how they will be used in different scenarios.
2. Add a personal touch: Go further with deliverables
What sets you apart isn’t just what you include but how you do it. Add elements that surprise and delight your clients while addressing their real-world needs. These extras not only make your package stand out but also show clients that you understand their business and care about their success.
Custom patterns or textures:
Unique patterns and textures add a signature element to the brand and gives clients something they can use on packaging, social media, and their website. It’s an extra layer of personality that makes the brand feel complete.
In-action mockups:
Give clients a glimpse of their branding in action by including a few mockups, like a business card, a tote bag, or a social media post. This small effort helps them visualize how their brand comes to life in the real world—and gets them even more excited to share it.
Social media starter pack:
Help clients hit the ground running by providing templates for Instagram posts, stories, or other platforms. Tailor them to the client’s goals, whether that’s growing their audience, launching a product, or educating on their expertise.
3. Wow with your process: Make it all about them
Clients don’t just want a deliverable—they want to feel heard, understood, and guided through the process. Make your approach feel like a white-glove experience by showing clients that their brand isn’t just another project—it’s a priority.
Collaborative discovery:
Spend time getting to know your client’s business, audience, and goals before jumping into design. Tools like brand questionnaires, mood boards, or Pinterest boards can make the process collaborative and exciting for your client.
Tailored brand strategy:
Have an in-depth call with your client, walking them through the strategy for their branding. Outline the “why” behind the strategy and visual direction, you can then use this when presenting your brand concept to show the reasoning for your choices. Clients love knowing there’s intention behind every detail.
Over-deliver with communication:
Keep clients in the loop with milestone updates, opportunities for feedback, and a warm, approachable tone. This makes them feel involved without overwhelming them and creates trust in your process.
4. Deliver the goods (and then some)
The way you package and deliver your final work matters. This is your chance to leave a lasting impression and make your clients feel like they just got handed the golden ticket to their business dreams.
Organized and ready-to-use files:
Deliver files that are labeled clearly and grouped logically. Include formats for both web (PNGs, JPEGs, SVGs) and print (vector files, PDFs). Anticipate their future needs and make it as easy as possible for them to use their new branding.
Steal my Google Folder File Structure >
Every folder you’ll need setup for you to deliver your branding files.
A beautiful brand guidelines document:
Don’t skimp on the brand guidelines. This document should be as beautifully designed as the brand itself, outlining logo usage, color palettes, typography, and any additional elements like patterns or icons. Use examples to show how each piece comes together cohesively.
Grab my Brand Guidelines Document >
The exact brand guidelines document I use for all my client projects, that gets me raving reviews every single time!
Bonus material to keep them smiling:
Consider adding a small extra touch, like a desktop wallpaper with their logo, a social media “thank you” graphic, or a short walkthrough video explaining their new assets. These small details don’t take much effort but can leave a big impression.
Final Thoughts: Creating a branding package that stands out
Attracting clients who say “hell yes!” to your branding package isn’t just about what you deliver—it’s about how you make them feel. When you combine thoughtful deliverables, personalized touches, and a client-first process, you create more than a branding package—you create an experience.
By anticipating your client’s needs, adding those wow-factor extras, and delivering everything with care, you set yourself apart from other designers. The result? Clients who not only love their new branding but rave about your work to everyone they know.
So go ahead, elevate your branding packages, and watch the referrals pile in and the dream clients come running.
