Everyone needs branding. But there’s levels to how much of it. Figuring that level out when looking at choices is not an easy task, so let’s flip it. I work primarily with independent founders, and over the years I’ve come to see two situations - again and again.This led me to splitting my brand identity service into two distinct packages - aimed at each. Your business has outgrown the brand behind it - that’s the first case. There’s loyal audience, reputation, you’ve been around for a while. You’re established. Somewhere along the way, the business evolved faster than the brand did. That’s a nice thing to have, really. Now you’re about to go upmarket, but something doesn’t add-up. The positioning & visual identity don’t reflect each other. And higher-ticket buyers expect high-level EVERYTHING. So whatever existing or new touchpoint you build - has to feel like the same entity. That calls for strategy and positioning work, accompanied by a full identity system that hits the every piece of key collateral for smooth activation and next phase of growth. That’s Brand Identity PRO. It’s a brand design package aimed specifically at established businesses who need realignment, and a solid system to hit the next level with confidence. Now, onto the other one. You’re earlier in your journey. This doesn’t mean the business is not successful - it has less heritage and fewer marketing touchpoints to get wrong. You’re either launching to public to validate, and dread coming cookie-cutter from the get go. Or, you’ve got some traction, but visual consistency (or lack thereof) makes you look amateur. Since the business is smaller, there’s normally much less assets that are required at this point. There’s no need for a full overhaul and a bulk of templates that’ll be waiting for a better day. What you need - is a strong foundation that sets the business apart, allows for consistent look across the board, and makes the business feel bigger than it currently is. That’s the Brand Identity CORE. It may sound like half-baked work. It’s not, and it’s not of lesser value. It’s just aimed at businesses in a different phase. It’s a focused, sprint-alike process covering the essentials that help you use what moves the needle, fast. Being early is an advantage. You have more freedom to make mistakes, and validate before there’s years of brand equity to account for. Yet it’s always better to come prepared - and the earlier the better. Since the essentials are already there, it allows a natural progression into the PRO package when the business is ready (and is credited towards it!). If you find see yourself in one of these two groups (you most likely do) - let's talk. You can find both of the setups in my profile under services.