Branding
€2,500
fixed price, four to eight weeks
- Positioning and voice
- Logo, colour, typography
- Components and usage guide
Branding and corporate design for SMBs Strategy first. Then identity.
Positioning, voice and visual identity as one coherent system. A brand that does not end in a PDF but keeps working across your channels.
New website 26 Jul 2026
LION & LAND, impressions per day as a 7-day average, 21 Apr 2025 to 31 Aug 2026. New website live on 26 Jul 2026. Source: Google Search Console.
Six parts of a complete brand system.
A logo without positioning and voice is a graphic, not a brand.
Positioning and messaging
Who buys, why, and against which alternatives. That produces the positioning statement, the value pillars and the core messages.
Voice and tone
How the brand sounds in long form, short form, sales and support. With preferred terms, terms to avoid and fully written sample texts.
Name and logo system
Name treatment, logo construction, lockups, clear space, monochrome variants and favicons. Behaviour defined across every size.
Colour and typography
A focused palette with contrast-checked pairings and a typographic system covering display, body and meta level.
Components and applications
Reusable visual building blocks and applied examples for web, social, document templates and sales material.
Usage guide
A short, practical guide your team and outside partners can follow to use the brand correctly without calling for every question.
What the branding project includes.
Four phases, each with a defined deliverable, two revision rounds and a written sign-off.
Always included
- Audience and offer map
- Positioning statement
- Voice guidelines with sample texts
- Logo system with lockups and favicons
- Colour palette with contrast-checked pairings
- Typographic system
- Usage guide and source files
When needed
- Naming
- Applications for print and signage
- Photography and illustration direction
- Further languages
- Presentation and document templates
Not included
- Trademark research and registration
- Campaign production
- Social media management
- Unlimited concept rounds
Four phases, each with its own deliverable.
A brand built on aesthetics alone ages fast. So audience, positioning and voice are fixed before anyone opens Figma. The palette and the wordmark then answer a question instead of replacing the brief.
Audience and positioning, one to two weeks
Who actually buys, why, and against which alternatives. The one-sentence positioning statement comes out of those three answers, not out of a brainstorm. Plus a prioritised audience map and differentiators ranked by how well they can be defended.
Voice and verbal system, one week, alongside positioning
How the brand sounds in long form, in social and ads, in sales conversations and in support email. With a glossary and three sample texts rewritten in the new voice. Your team gets a reference, not just a rulebook.
Visual identity, two to three weeks
Primary mark, lockups, monochrome variants and favicon. A colour palette with pairings checked for WCAG AA contrast, a typographic system and reusable components. Two revision rounds per asset family, then it is locked.
Application and handover, one week
Examples for the channels you actually use: web hero, social card, document template, sales presentation. Plus the usage guide, source files for every component and a joint walkthrough at handover.
What a finished system looks like.
An excerpt from the brand system for LION & LAND, a consultancy for European residency planning with an international clientele.
Positioning in one sentence
“A studio for internationally mobile, high-net-worth families who treat European residency as a planned, comparable decision, not a transaction.” Voice, imagery and page structure all hang off that sentence.
Wordmark with crest
Gold on a dark ground, legible in long premium texts as well. The mark scales down to favicon and social avatar without losing the lion silhouette.
Colour and typography
A gold palette that carries trust and value, plus a display, body and meta system. The hierarchy holds up across long residency analyses and short conversion blocks alike.
From brand to website
The same system went straight into the website in seven languages. The curve above shows how visibility has developed since go-live, and the context is on the proof page.
On its own or tied to the website.
Most projects run branding first, website second.
Branding in the website bundle
€2,000
together with a website project
- Same scope, lower price
- Design system straight from the brand
- One phase plan instead of two
Strategy Call
€190
60 to 75 minutes, credited later
- Positioning as it stands today
- Where the brand reads as unclear
- Written action list
Three signals that it does not fit.
Branding only works when the strategy comes along.
- You only want a logo. Without positioning, voice and a system you get a graphic that gets replaced again within a year.
- You expect several complete design directions to choose from. We develop one direction out of the strategy and sharpen it in two rounds per asset family.
- The brand should look nicer but change nothing about positioning or language. That stays cosmetic and the effect fades.
Further reading.
- Web agency checklist: 12 questions before you hireMost expensive website mistakes happen not during the build but when choosing the agency. These 12 questions go before the signature, not after. They separate the agencies that deliver from the ones that only sell.
- Why your website isn't getting enquiries: 8 mistakesTraffic is coming in. The site looks decent. Yet no enquiries arrive. Here are eight structural mistakes that explain why - and what to do about each one.
Patrick SosathFounder of seosath, responsible for strategy, code and SEO
From the first call to the reporting you deal with the same person. No hand-off to a junior team, no account management in between.
Common questions about branding.
Do you take logo-only projects?
Rarely. A logo without positioning, voice and a visual system is a graphic, not a brand. We prefer projects where the logo work is part of a wider identity exercise.
How do branding and the website fit together?
Branding sets the foundation of positioning, voice and look. The website is where it has to perform. Most clients combine both in one project with two phases.
How long does a branding project take?
Four to eight weeks depending on scope. Positioning and voice first, identity and visual system once the strategic frame is fixed.
What exactly gets delivered?
Positioning brief, voice guidelines, logo system, colour, typography, base components, applied examples, a usage guide and the source files for every component.
Do you work with photographers or illustrators?
When needed, yes. Positioning, voice and identity are built as one system. Photography and illustration direction can be part of the project. For the production itself or further languages we bring in specialists, listed as a separate item in the quote.
What does branding cost alongside the website?
As a bundle with a website project the branding share sits below the standalone price, for a practical reason: design system and brand are built in one pass instead of two.
A brand does not come out of a moodboard.
The strategy call settles audience, offer and competition. After it, it is clear whether branding, a website or both is the right next step.
Reply within one working day. 60 to 75 minutes, €190, credited against your project fee.