Brand Identity:
the face your brand shows the market
In one line
the face your brand shows the market, built from your brand platform, for self-funded technology companies, your buyer's view measured before and after, so you can see what the work changed.
The facts
Price
From £19,500. The exact figure is set in the proposal before you sign and doesn't move after that.
Length
Three months of brand work, and six months measuring how your buyers see your brand, one before the brand work and five after it, so what it changed is on record.
Your time
18 to 21 hours in total across the nine months.
Directed by
Luis Defaz, Brandian's founder, on every decision. The naming and tagline, and the guidelines are his own work; brand designers build the identity under his direction.
Guarantee
If the KPIs agreed before you sign aren't met at the end of the project, the closing instalment is discounted in full.
Credit
The full price of an Identity Inspection or a Brand Record bought in the last six months comes off your first instalment.
When to buy this
Your logo was designed for the technology company you used to be, and your business and your market have both outgrown it.
Every salesperson sends their own version of your deck, and what a prospect sees depends on who they spoke to.
An Identity Inspection has put the faults in writing, and the next step is to set them right.
Each is about your brand identity, the face your brand shows the market: your name and tagline, logo, visual system, and the guidelines that keep them consistent. A competitor on investors' money keeps that face current and appealing to your buyers, because the investment behind them depends on it. Yours was designed in one piece once, and your business has changed shape since. Where guidelines exist at all, they run to a few thin pages.
Your buyers meet the face before the product, and it carries weight when they decide who makes the shortlist. Brand Identity builds it from your brand platform.
What you receive
Five parts, delivered as one living system in an online guidelines home. One face everywhere is how your buyer comes to recognise you.
1
Your name and tagline. Whether they should change, recommended on the evidence. It settles the words at the front of your brand.
2
Your logo suite. One mark and the versions each touchpoint needs. It holds everywhere it's asked to.
3
Your visual system. Colour, typography, imagery and layout principles. It gives every touchpoint the same look.
4
Your guidelines. Every rule and worked example the system needs, versioned to one current answer. It keeps your identity consistent without you.
5
Your production files and asset library. Every file you need, your marketing manager inducted as owner. It takes daily brand decisions off your desk.
How the nine months run
Month 1
The opening Brand Record: you send your customer survey invitation, drafted by Brandian, and pass on a few lost-deal contacts. Share of search and what AI assistants say about you are measured. Your identity is examined, and the creative brief comes from your brand platform.
Months 2 to 4
Your name and tagline come first, where the evidence recommends a change and you decide whether to take it. The logo and the visual system are explored together; once you approve them, the guidelines are written. In month four they go live and your team is inducted.
Months 5 to 9
A one-page Drift Report each month says whether your buyer's response to your identity is changing as intended and what to correct where it isn't. At the end of the project the second Brand Record measures your brand from all four directions again and is set beside the first, to show what the work changed.
Brandian works, presents and refines from your feedback until each part is approved. Progress and every deliverable sit in your client portal.
How the work is kept on course
From month five you receive a one-page Drift Report by the fifth working day of each month: what moved, what didn't, and what must change next. A month with no movement where movement was expected is named in that report as a deviation. The correction is specified for your team to make, with Brandian advising, and the next report shows whether it worked. That is the Monthly Correction Cycle, and it runs inside the price.
The work opens and closes on measuring how your buyer sees your brand: a Brand Record taking at the start and a second taking at the end of the project. At the close, both are read back to you side by side, so you know what the brand work changed in your buyer. Everything done in between is logged with its date.
On the record
Payment and the Guarantee
The price is paid in ten instalments across the nine months.
Before you sign, you and Brandian agree the KPIs the work will be judged on, in writing, chosen from what brand identity can influence. At the end of the project, the closing Brand Record taking shows whether they were met. If they weren't, the closing instalment is discounted in full.
Brand Identity expresses your brand platform and the work carries the Performance Guarantee, so Brandian won't build on a faulty platform: an identity expressing the wrong strategy can't meet its KPIs. Brand Identity can be bought once your platform is sound, built by Brand Platform or found sound by a Platform Inspection. If your platform isn't sound, or isn't there, Brandian proposes Renown instead, the solution that builds the platform and the identity together, inspections included, in less time and for less money than the two services separately.
A test you can run this week
Gather the last five things a prospect received from your technology company, whatever they are: the proposal, the deck, a one-pager, an invoice, an email signature. Set your homepage beside them and see if the logos, colours and typefaces are the same across all six. If they are, your identity is holding on the touchpoints buyers meet, at least these six. If they're not, your touchpoints are each showing your buyer something different, and a face that keeps changing is hard to remember. Brand Identity replaces the improvisation with one system, and the guidelines to hold it.
Questions buyers ask
Why does the price say "from"?
Because the size of the job varies. The starting price covers the simplest case; anything that makes the job more complex is priced in the proposal, stated before you sign, and it doesn't move after that.
Should I buy the Identity Inspection first?
Yes, if you'd like to test the work before buying the full service. The Identity Inspection's findings are yours whatever you decide. Go on to Brand Identity inside six months and the Inspection's full price comes off the first instalment, because its work is Brand Identity's opening step. If the findings show your identity holding, that certainty cost the Inspection's price and there's nothing else to buy.
Do we need a brand platform before Brand Identity?
Yes, a sound one: Brandian won't build a guaranteed identity on a faulty platform. If a Platform Inspection has found yours sound, Brand Identity builds on it. If it hasn't, Brandian proposes Renown instead, the solution that builds the platform and the identity together.
Do we need to change our brand's name and tagline?
Only where the evidence recommends it and you agree. One naming and tagline exercise is included in the price whether or not you use it.
Who checks that a new name or logo can be registered?
Brandian screens every candidate and validates your shortlist with buyers. Formal clearance belongs to a Chartered Trade Mark Attorney, whom you engage and pay directly; Brandian briefs them and takes no fee on the referral.
Who does the work?
Luis Defaz, from the creative brief to the guidelines, with brand designers under his direction. [Link: Who does the work]
What if we need to stop part-way?
The work is signed as a whole, at one price, so the remaining instalments fall due, less any third-party costs not yet committed. Everything delivered to that point is yours.
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