The Branding Process: Project Wrap Up

To wrap up this series on my branding process, we’re going to talk about project wrap up.

Now that the branding has been approved, it’s time to package up all the files and send things to print, if needed. Though this part is relatively simple, it can be time consuming. However, it’s an important part of the branding process. Here, I have to focus intently on what I’m doing to ensure that the files are correct and organized efficiently.

Let’s talk file packaging first. Most branding projects I work on typically have 3-6 logo marks, taglines, patterns, favicons, and illustrations. Let’s say that totals 20 different items. Each one of those items must be exported for print, web, and in vector format in all of the brand colors and black and white. That can quickly add up to hundreds of files, all of which need to be organized so the client can easily access what they need when they need it.

So, what all file types do I provide?

The client needs web, print, and vector files in every color. Here’s a list of what I provide: SVG, EPS, PDF, JPG (in 150 & 300 resolution) and PNG (also in 150 & 300 resolution). You can see how this adds up really quickly right?

Often, the client doesn’t know what they need. The layperson doesn’t know the difference between a 72dpi png and an svg. That’s where the Brand Standards guide comes in. It wouldn’t be the least bit helpful to create a beautiful brand and hand everything over without educating them. Essentially, that’s like saying ‘good luck!’ and peacing out. The Brand Standards guide included details everything they need to know to execute the brand beautifully. I love working with my clients on a long term basis, but that’s not always possible. Giving them this extensive guide makes sure they know exactly what types of files they have, how to use them, etc.

Next up, printing. 

While preparing brand files for the client, I also begin to prepare print files. How this is done depends on a lot of factors – where they’re printing, the scope of the project, and whether you’re helping with print coordination, or just handing off to the client to order themselves. Either way, these files need to be provided with all of the fonts outlined, a bleed included, and in the correct color format (that one depends on the method).

For this phase, I won’t be sharing what I provide to my clients because it’s not mine to share. I purchased Melissa Yeager’s Brand Standards Guide template and it’s proven to be worth every penny.

In conclusion, make sure your client has everything they need to use their brand. Branding that a client can’t use is worthless to them. Don’t try to keep anything from them (except raw files!) with the hope they will come back to you for work one day. That’s a poor method of getting more future work from them. Provide them with a top notch client experience and they’ll want to come back.

In addition to providing all of these files, I always try to include a little treat. Sometimes that’s a handwritten note on my branded stationary. Or, if they’re local I love to take them out for a drink or meal! I try my best to never just disappear after a project wraps up.

I hope this series on my branding process has been helpful to you! If you’d like to reach out about working together, connect with me here.

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