Branding Proposal

Branding Proposal Template (With a Real Example)

The branding proposal that wins does not sell a logo. It sells the strategy that makes the logo mean something, and it frames the whole identity as a business asset, not a design taste test. That framing is what lets you charge for strategy instead of pixels.

This template puts discovery and positioning first, itemizes the full identity system so the client understands what they are buying, and sets revision rules that protect you from the endless subjective feedback that kills branding projects.

Who sends it: Brand studios, graphic designers, and creative agencies pitching a new brand or a rebrand.

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01

Paste two links

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02

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03

Send, then watch it sell

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The branding proposal template, section by section

  1. 01

    Why now

    Name the trigger. A rebrand or new brand always has a reason, growth, a pivot, a merger, looking dated, and naming it frames the whole project.

    • What is prompting the branding work
    • What the current brand costs them (looking small, blending in, not matching the price they want to charge)
  2. 02

    Discovery and positioning

    Sell the thinking before the visuals, so the design is judged against a strategy instead of on taste alone. Most of the value of a brand engagement lives right here.

    • Stakeholder interviews and market research
    • Positioning: who they are for, and why they are different
    • Brand personality and messaging pillars
  3. 03

    Identity system (what they actually get)

    Itemize the full system. A logo is one deliverable; a brand is a system, and pricing follows the system.

    • Primary and secondary logos plus favicon
    • Color palette and typography system
    • Brand guidelines document
    • Application: business cards, social templates, deck, email signature
  4. 04

    Process and revision rules

    Define the rounds and what feedback looks like. Branding dies in vague, subjective, endless revisions, so structure them.

    • Number of initial concepts presented
    • Revision rounds included and what counts as a round
    • How feedback is collected (consolidated, from one decision maker)
  5. 05

    Timeline

    A dated path through discovery, concepts, refinement, and delivery.

  6. 06

    Investment and next step

    Tier by scope (logo only, core identity, full system) and anchor on the value of a brand that lets them charge more.

What to itemize as deliverables

  • Brand strategy and positioning document
  • Primary logo, variations, and favicon
  • Color palette and typography system
  • Brand guidelines (a usable document, not one page)
  • Core applications: cards, social templates, deck
  • Editable source files and export kit

How to price a branding proposal

Logo only$800 to $4,000
The entry point. Be clear it is a logo, not a brand system.
Core brand identity$4,000 to $15,000
Logo, palette, type, and guidelines. The most common scope.
Full brand system$15,000 to $50,000+
Strategy, identity, messaging, and full application for established businesses.

Typical timeline: Discovery in week 1 to 2, concepts in week 3 to 4, refinement and guidelines in week 5 to 6. Full systems run longer.

Estimate your branding price

A starting point based on the typical ranges above. It is a guide for setting your number, not a quote.

Pricing model
Project scope
$2,400per project
Typical logo only range: $800 to $4,000 per project. The entry point. Be clear it is a logo, not a brand system.

Once you have your number, build a branding proposal that sells for you →

Mistakes that lose the branding deal

The proposal that sells for you
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Branding proposal FAQ

How is a branding proposal different from a logo design proposal?

A branding proposal sells strategy and a full identity system: positioning, palette, typography, guidelines, and applications. A logo proposal covers just the mark. Being clear about which you are selling sets the price and the expectations.

How do I stop endless branding revisions?

Define the number of concepts and revision rounds in the proposal, state what counts as a round, and require consolidated feedback from one decision maker. Unstructured feedback is what kills branding margins.

What should I charge for branding?

A logo alone runs $800 to $4,000, a core identity $4,000 to $15,000, and a full brand system $15,000 and up. Price on the value of the asset, not the hours.

Should discovery be a paid part of the proposal?

Yes. Discovery is where the strategic value is created. Fold it in as the first phase and charge for it, rather than giving away the thinking for free.

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