Brand Set Up

Who It's For

Who this is for

Founders and businesses ready to launch with confidence, or established companies whose brand no longer matches what they have become.

What You Receive

What's included

• Brand positioning and differentiation strategy
• Target audience definition and persona development
• Brand voice and tone guidelines
• Messaging framework and core value proposition
• Visual identity direction (logo, colour palette, typography)
• Brand guide document for consistent application

How The Work Runs

How the engagement works

Brand Set Up runs in three phases over roughly six to eight weeks. Discovery comes first: interviews with you and, where they exist, with customers and staff, plus a review of everything the brand currently puts in public. That produces an honest picture of the gap between what you think the brand says and what it actually says. The second phase is positioning — the decisions about who you serve, who you do not, and what you want to be chosen for. These are business decisions dressed as brand ones, which is why they cannot be delegated. The third phase turns those decisions into usable assets: the messaging framework, the voice guidelines, and the visual direction, collected into a brand guide your team and any freelancer can actually apply.

What you provide: access to the founder for three to four working sessions, whatever customer insight already exists, and a decision-maker who can settle questions rather than defer them. What happens afterwards: most clients move into Brand Management to keep the work from drifting, but that is not automatic and I will say plainly if I think you do not need it yet.

Honest Limits

Where this goes wrong

Brand Set Up fails when it is treated as a logo exercise. A visual identity built before the positioning is settled has to be redone the moment the audience or the offer shifts — which is why positioning comes first here and the visual direction comes last.

What I won't take on

I do not take on logo-only commissions, and I do not run brand work where the founder is not personally in the room. Positioning decisions cannot be delegated upward after the fact.

Pricing

How pricing works

Every engagement is scoped individually, because the work depends on where a brand already is rather than on a package tier. Pricing is agreed in writing before anything starts, and I will tell you if what you need is smaller than what you asked for.

Questions

Common questions

Do I need Brand Set Up if I already have a logo?

Possibly. A logo is an output of brand work, not a substitute for it. If you can state clearly who you serve, who you are not for, and what you want to be chosen for — and everyone on your team gives the same answer — you may not need this. If those answers differ depending on who you ask, the logo is not the problem.

How long does it take?

Six to eight weeks in most cases. It takes longer when the founder is not available for the working sessions, which is the single most common cause of delay.

Can you do it without involving me much?

No. Positioning decisions are business decisions and I will not make them on your behalf. I can do the analysis, the framing and all the production work — but the calls about who you serve are yours.