Intro

Before I go into the scope of work, here's an overview of what a brand identity is.

A corporate brand is more than the visual elements (logo, fonts, colors, etc). It is actually an array of interconnected elements that help you develop and communicate your business identity - and that helps you connect with customers, forge new partnerships, and hire the right team members.

A strong brand identity is built with a strategic intention to cultivate a certain brand image in consumers' minds. The tools used to develop and communicate a brand identity include:

• BRAND VALUES - the core principles that shape your company culture, drive operations, and influence customer interactions.

• BRAND PERSONALITY - the way a brand is personified, often using human characteristics and traits that consumers relate to. (Ex: Loyal, Rugged, Sophisticated"

• BRAND DESIGN - visual elements (such as logo, fonts, color palette, graphic design, photos, etc) that help evoke specific emotions and ideas.

• BRAND VOICE - the tone and style used in all verbal and written communications - such as your pitch decks.

• BRAND STORY - the narrative you craft around your brand. Rather than just describing your products or services, it helps communicate why your business exists, the journey you’ve been on, the values you uphold, and what you envision for your future. This is where you show authenticity and can be a valuable tool for building an audience.

• BRAND POSITIONING - your value statement, which highlights the benefits you provide and helps differentiate you from competitors

It may seem imposing to try to tackle all of that, but developing a brand identity doesn't need to be difficult or time consuming.

Part 1: Brand Development

STRATEGY

• Phone Discussion:

  • Using strategic questions to learn about you and your business.

  • First step for crafting the narrative around your work; your history, technique, perspective, process, motivations, values, perspectives, etc.

• Second Discussion

  • If the scope of work includes more than Brand Design, we would have a brainstorm session using 1 oe 2 tools/methodologies to help define key aspects of your brand.

• Market Research:

  • Some research on target audience to better understand what they are looking for, how they make "purchasing decisions," etc.

FORM + FUNCTION

• Design Mock Ups:

  • Rouch concepts to get feedback

  • Potential cost variable if extra edits/revisions are necessary

• Pitch Deck Template:

  • Creating these templates will help finalize the design elements used on the website and in future print assets.

Part 2: Website Design

STRATEGY

• Compile Existing Content

• Market Research, cont:

  • Industry research on best practices, site functionality, site content, etc.

  • More research on target audience

  • Basic SEO research

FORM + FUNCTION

• Site Design:

  • Start planning how brand design will translate to website design

• Website Accessibility:

  • Content can be viewed by all users by ensuring adequate color contrast, font size, etc.

• Essential Functions & Special Features

  • Define what the site must accomplish and what would be nice to have

    
    

STRUCTURE

• Site Map / Navigation:

  • Define what pages will be included, how they will flow, etc.

  • Start mapping out format / layout for each page

  • Potential cost variable based on what content is still needed and who will create it.

• Build Base Structure

PRESENTATION

• Site Design:

  • Start adding the graphic elements, icons, photos, etc.

  • Select animations and scroll effects to make site engaging but which do not distract from the message.

• Photo/Graphic Optimization:

  • Adjust files to reduce size but maintain image quality

• Mobile Optimization:

  • Ensure the site is well-formatted for viewing on all devices

• Site build can include:

  • Three Forms

  • Three Automations

  • One Lead Collection Pop Up

• Social Media Links & Connections

SEARCH ENGINE OPTIMIZATION

• Onsite-SEO to help improve site appearing in search results

• Off-Site SEO Recommendations (backlinking i.e. connecting with other websites)

LAUNCH

• Connecting domain

• Testing site functionality and appearance on a variety of devices

• Connect Google Search Console

• Connect Google Business Profile

• Ensure all Settings are accurate and complete

• Run tests on SEO, Accessibility, Site Speed

• Two Round of Revisions

• Two-Weeks of Support After Launch

• Step-By-Step Instructions on how to do basic edits

If either of us want to add pages or features beyond this scope of work, we will first discuss the details then either update our agreement or create a second agreement for the new tasks.

Part 3: Secondary Website Function

I like the idea of including a section to expose youth to new career ideas. But, because we want to get the branding and website done ASAP, I suggest tabling this until after the main site is launched.

Your Commitment & Responsibility

Here are examples of your commitments and responsibilities which are required to complete this scope of work at the quoted price rate:

• Responding to requests in a timely manner

• Providing new or updated written content, as needed

• Providing detailed feedback on design concepts

• Reviewing all pages, testing all functions, and providing content edits.

• Working with me to create a timeline for project completion. (Significant delays can result in additional fees.)