Worked example
Check the handover against real production uses
Illustrative scenario and demonstration data. Not Broad Promo client results or a performance promise.
| Use | Illustrative deliverable | Acceptance check |
|---|---|---|
| Website | Approved logo variants and color specifications | Legible at the intended size |
| Advertising | Agreed editable layouts and export formats | Source files and asset rights are documented |
| Production-ready vector files where required | Printer requirements are confirmed | |
| Future editing | Usage guidance and font licensing details | Your team can access the agreed files |
This is a handover checklist, not a statement that every branding package includes every format. Agree the deliverables, licences and editing rights in the proposal.
What matters for business branding
Business branding gives customers a consistent understanding of who the business serves, what it offers, and why its approach matters. Visual identity supports that understanding, but a logo alone cannot define positioning or improve an unclear offer. A branding brief should connect audience insight, messaging, design, and practical use across the website, advertisements, proposals, and customer communications.
Connect the identity to a credible customer promise
Be clear about whom the business serves, what it offers, and how it differs from alternatives. Those differences need to be real and explainable. Use them to judge the message and design, rather than choosing a colour or logo simply because you like it.
Agree on concepts, revisions, the materials you need, source files, and third-party licences. Check readability and recognition in the formats you use, including small screens. For a refresh, decide what to keep and how the new identity will be introduced. Customer feedback can reveal confusion, but it cannot prove on its own that a new identity will increase sales.
A practical checklist
- Clarify the target customer and the alternatives they compare.
- Identify credible differences in the offer, process, or customer experience.
- Develop messaging before treating visual preferences as strategy.
- Create identity assets that work across mobile, print, and advertising formats.
- Document usage, tone, ownership, and source files.
- Plan the rollout across customer touchpoints and review consistency.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Evaluate whether intended customers understand the offer and recognize a consistent identity. Use feedback, enquiry quality, and campaign response alongside awareness research where appropriate. A branding project should also produce usable assets and guidance; short-term sales changes alone cannot isolate the effect of a new identity.
What to include in your brief
Explain whom you serve, how you want the business to be understood, and which alternatives customers compare you with. Share existing brand materials and where the new identity will be used. Discuss what customers already recognise, then agree on messages, design concepts, revisions, licences, source files, and who will update each item.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.