Our Full Brand Identity Package: Everything That Goes Into Building Your Brand

Our Full Brand Identity Package: Everything That Goes Into Building Your Brand 

“Brand identity package” is a term that gets thrown around a lot, and often loosely. 

The scope can range from a full strategic system to just a logo and colour palette, which can make it hard to know what you’re actually getting.

We’ve developed brands for SaaS, EdTech, MedTech, and more. Some are just starting out. Others are mid-pivot, mid-fundraise, or mid-identity crisis. But they’re all asking the same thing: how can our brand show up in a way that feels ready for what’s next?

We believe in being clear about what’s included, and why each part is important. So, we’re breaking down the key components of our full brand identity package to help you understand the process, the value, and what to expect.

1. Brand strategy

Before we design anything, we begin with a brand strategy framework. Not because it’s “nice to have”, but because it sets the foundation for a brand that works out in the real world.

We get it. You’re busy. You’ve got a product to launch, investors to update, and five hundred other decisions to make. But without strategy, branding can turn into educated guesswork. 

The brand strategy phase is where we ask and answer the big questions:

• What are you building and why does it matter?
• Who are you trying to reach and what do they need to hear?
• How do you stand out from your competitors?
• What do you want people to feel, say, and do after encountering your brand?

Our brand strategy process begins with discovery through workshops, research, and focus groups. By immersing ourselves in your industry, audience, and how your business operates, we can uncover the most compelling version of your brand.

This stage typically includes:

• Brand purpose, vision, mission, and values
• Audience segmentation 
• Brand archetypes
• Competitor landscape
• Brand positioning and value proposition

It’s also a space for pressure-testing your thinking. Maybe your product’s solid, but the story around it doesn’t stick. Or your team has twelve different ways of describing what you do.  This phase fixes that and aligns your team around a clear position, language, and direction.

2. Brand identity

Once the strategy is clear, we translate it into visuals and voice. This is where the brand really starts to take shape. At Immo Studio, we build two systems in parallel:

• Visual identity defines how the brand looks.
• Verbal identity defines how it speaks.

Together, they create recognition and help your team communicate who you are and what you're about.

Visual identity

More often than not, we inherit brands that look good in theory but don’t work in reality. We build an adaptable brand system designed to scale with your brand:

• Logo
• Colour palette 
• Typeface selection
• Illustration
• Graphic system
• Brand guidelines
• Templates
• Animation
• Photography

Verbal identity

It’s not just you. A lot of teams struggle to clearly explain what they do. We give your brand a consistent voice and language that works across your site, deck, emails, and beyond:

• Tone of voice principles
• Messaging framework
• Do’s and don’ts for writing
• Sample copy for key brand moments

Want to learn more about the difference between brand strategy and brand identity? Read our blog.

3. Website design & build

For many businesses, their website is the first major expression of their brand, and it’s where the strategy gets stress-tested in the real world. 

It’s also where things can fall apart. 

You can have a sharp identity, but if your website is confusing or slow, that’s the impression people leave with. And if users bounce, they don’t usually come back.

We care about how things look, but we also care deeply about how they work. Our web design process includes:

• Sitemap and information architecture
• UX wireframes 
• Brand-aligned copywriting
• Custom design and responsive build
• SEO strategy
• CMS setup, tracking, optimisation
• Optional monthly SEO and performance support

Many website design agencies work independently of a branding agency. In some cases, that’s fine. But just as often, things get lost in translation. 

We handle the brand strategy, brand identity, and website build so nothing gets dropped. The thinking carries through, the systems hold together, and your brand shows up online exactly the way it was meant to.

4. Brand rollout

A brand doesn’t come to life the moment it’s approved. It comes to life when it starts being used internally, externally, and everywhere in between.

For many clients, we stay involved post-launch to support a phased rollout. That might mean helping your team get comfortable with the tone of voice, rolling out the identity across new channels, or refining the system as new needs emerge.

This phase often includes:

• Priority setting
• Workflow mapping
• Bi-weekly check-ins 
• Ongoing refinement
• Summary reports

Branding is a big investment and we know how much is riding on getting it right. If this guide helped clarify what in-depth branding work looks like and you think we’re a good fit, let’s chat.

Frequently asked questions

1. What does a full brand identity package typically include?

A full brand identity package includes three core pillars: brand strategy (positioning and audience research), visual identity (logos, typography, and colour systems), and verbal identity (tone of voice and messaging frameworks). At Immo Studio, we extend this scope to include website design and a structured rollout plan to ensure the brand remains consistent from the internal strategy phase through to the live digital experience.

2. How does a verbal identity differ from a visual identity?

Visual identity defines how a brand looks, while verbal identity defines how it speaks. Verbal identity includes a messaging framework and tone-of-voice principles that guide copy across websites, emails, and pitch decks. Establishing both ensures your brand doesn’t just look professional, but sounds consistent and aligned with its personality.

3. What role does discovery play in the brand strategy process?

The discovery phase is a research-intensive period involving workshops, competitor audits, and audience segmentation to pressure-test a business's current thinking. By replacing guesswork with data, discovery uncovers a brand’s most compelling value proposition. This ensures the team is aligned around a single narrative and that the resulting design is strategically positioned to stand out.

4. Why should the same agency handle both branding and website design? 

A unified approach ensures that the brand strategy carries through to the technical execution without getting lost in translation. When branding and web design are integrated, the UX, sitemap, and copy are all stress-tested against the brand’s positioning. This results in a high-performing website that looks and functions as a cohesive extension of the brand.

5. What is a brand rollout, and why is it necessary?

A brand rollout is the phased implementation of a new identity across internal and external channels to ensure the system is adopted correctly. It includes priority setting, workflow mapping, and team training to ensure the system is adopted correctly. A structured rollout prevents brand fragmentation and helps the system evolve effectively as new needs emerge post-launch.

6. How does a graphic system differ from just having a logo?

A logo is a single mark of identification, whereas a graphic system is a collection of patterns, icons, and textures that support it. A profound graphic system provides connective tissue, allowing a brand to feel consistent across social media and presentation decks without overusing the logo. This creates a more flexible and sophisticated visual language.