Brand Starter Kit for Assion Consulting

Sheetal wants to rebrand Assion Consulting before she launches in November because she feels the current brand expression is too generic and doesn’t stand out enough. To differentiate her business from the competition, she aims for a visual and verbal brand expression that is to the point, authentic and more vibrant.

Affordability is a key consideration for her start-ups, so the workload is shared in co-creating the Brand Starter Kit and developing the essentials to lay a foundation that can evolve as the business grows.

The Brand Starter Kit includes three parts: brand platform, brand expression and key applications.

First, we clarify in guided sessions the fundamentals such as:

· What Assion Consulting stands for or wants to be known for. · Who needs to know. · How do they find out. · Why should they care.

The outcome is a clear positioning and brand identity, i.e. the brand platform.

The gained clarity informs the brand expression: basic tone of voice, initial messaging and core visual identity (logo, colours and typeface), which is the second part.

In the last part, the brand expression is applied to the essential items, such as the business card and landing page.

With the Brand Starter Kit complete, Assion Consulting will have a solid foundation to grow the business and allow future expansion.

Task: (1) Develop the brand platform (ST & SH), (2) the core verbal and visual identity (SH w/ ST), and (3) key applications (SH w/ ST).

Requirements: To tackle the project before the end of September 2023, we will replace presentations with conversations. So, using a Miro board for close collaboration and short exchanges rather than one or two presentations with a ‘big’ reveal. Further, significant preparation work that is set in advance is necessary for the guided sessions to be effective, prepare the design work and meet the deadline.

Proposal: Typically, the minimum estimated investment for a project like this would be around the £6000 mark for a start-up. My estimated price for the Brand Starter Kit starts at £1850. All prices exclude VAT.

For

Sheetal Thaker

Assion Consulting Ltd

27a Green Lane Northwood HA6 2PX

For questions, please get in touch with Stephan Hammes at 079 6619 5576 or mail@stephanhammes.com

Generally, the brand development process has five steps: conducting research → clarifying strategy → designing identity → creating touchpoints → managing assets. These steps are grouped into three phases: discover + define, design + develop, and deploy + drive.

The Brand Starter Kit covers the first two phases. The last phase usually includes the marketing plan for the brand activation that builds awareness and generates leads which is not part of the Brand Starter Kit. However, an online presence is a must, and to get things going, a simple landing page can effectively engage prospects.

01 discover + define

Value proposition and basic brand strategy

1. Condense the venture design, i.e. the business model and goal, vision, values and purpose, as well as the customer journey and competitive landscape. (ST prep)
2. Define the value proposition concisely based on the customer segmentation, their pain points and desired gains. (ST prep)
3. Devise the brand platform (positioning & identity), tone of voice and messaging based on differentiation and value proposition. (ST & SH)

02 design + develop

Key brand assets and essential application

1. Propose a design concept in the form of a stylescape based on the outcome of the first phase. (SH)
2. Tweak and finalise the core brand elements: symbol/mark, logotype, colour scheme, typography, and imagery for sign-off. (SH)
3. Apply the signed-off brand elements to the business card and layout sketch for the landing page. (SH)
4. Create artwork files and a brand palette to ensure consistent future use. (SH)
5. Implement the landing page based on messaging and design sketches. (ST)

Stylescape

Brand palette

02 design + develop plus

As above and additional touchpoints

1. Create assets for initial online presence, such as profile elements for social media channels.
2. Layout exhibition stand, e.g. big logo and banner including artwork for production
3. Design collateral such as a leaflet including print-ready artwork
4. Develop merchandise, items to be confirmed.
5. Customise a template-based website, i.e. layouts for a home, about, blog and contact page.

03 deploy + drive

Brand activation plan (not included and to be discussed after the Starter Kit is done)

1. Write a communication plan to create brand awareness and drive lead generation using a lean marketing approach (built, measure, learn).
2. Devise content platform and calendar for all relevant channels.
3. Plan and monitor social management and ads to ensure they are gaining traction.

Concept, design and production investment for the Brand Starter Kit

The estimated prices for each phase include all research, strategic and creative work, and project management. Third-party costs such as copywriting, illustration, image licences, photography or printing, and travel outside London are extra and agreed upon beforehand. Full terms and conditions

Preliminary Timing

Successful Collaboration

For the successful execution of the Brand Stater Kit for Assion Consulting, open and trusting cooperation is crucial and required. That also means that all shared information and developed results are treated confidentially. Due to our close and regular collaboration, it is only necessary to document the essentials and not create any further reporting. Any postponements or additional work will only take place after consultation.

Next Steps

1. Stephan presents the proposal to ensure all is clear

2. Agree on the scope and timing, and approve one of the two options.

3. Formal estimate and invoice for the downpayment of 40%

4. Discuss the format, time and dates for the sessions considering Sheetal’s work

5. Stephan adds preparation tasks to the Miro board, e.g. business model canvas

If you have questions, please get in touch with me.

Warm regards Stephan Hammes

“Stephan Hammes is all about clarity. To that, he adds a superb depth of perception. The two years we’ve worked together have been both a pleasure and an education. His thoughtful deconstruction of our ideas led us to an atomistic understanding of our offer, from which he built our brand. Through that, he shaped the company, represented by the striking and beautiful design he is known for. Always calm, always on the money, always on the company’s side by thinking on the customer’s side. You may think you know your company now, but the design confidence and message precision you’ll get from Stephan’s work is of a significantly higher order.” — Bill Brannigan, Entrepreneur

Stephan learnt his craft working primarily for the automotive sector (Mercedes-Benz, Smart, Toyota and SEAT ) and F1 (RedBull Racing, Scuderia Toro Rosso and Vodafone McLaren). So, he is used to a rigorous design process, attention to detail and delivering high quality. As creative director and designer holding an MBA from Imperial College, he handles projects independently and collaboratively from conception to execution for big brands and SMEs. Currently, he is also consulting start-ups on business models and branding. Experience on LinkedIn