IHS
Regi sæculórum immortáli et invisíbili, soli Deo honor et glória in sǽcula sæculórum. Amen.
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Truth, Beauty & Goodness in brand design.
© Acquiesce Media. All rights reserved. 2023
IHS
Regi sæculórum immortáli et invisíbili, soli Deo honor et glória in sǽcula sæculórum. Amen.
✠
nexus point
BRAND
Your brand should be the nexus point between the person, and the image one wishes to project.
Common brand myths
WHAT IS A BRAND?
It's simpler to say what a brand is not.1.
It is not a logo. A logo is a symbol for the brand.
2.
A brand is not a product.
3.
The brand is not a promise, although in part, it can act as a promise.What then is a Brand?
A brand is a RESULT.Brand, is a client or customer's intuition or perception about a product, service or company.In a sense, when a brand is made, it means something different to each separate individual that interacts and reacts (or not) with it. Brand then, is highly personal, intuitive and open to adaptation.
brand is a reputation
AFFECT
How does your brand affect people's lives? What impact does it have? How is your brand perceived in the minds of others? Do your customers recognise your reputation and do they believe it enough to invest a portion of their livelihood in what you are selling?Because brands affect and impact minds, hearts and lives, it is incumbent upon a business owner or company, to build and maintain a good brand reputation.This is why brand is more about virtue, than anything else.The Church regards Cardinal Virtues as “stable dispositions of the intellect and will that govern our acts, order our passions, and guide our conduct in accordance with reason and faith” (CCC 1834).
Build Brand Recognition
FOCUS
Brand success depends upon many factors. Most of all, God's blessing and His intention for your station in life.That said, there is work that we can do to help us to do our best.A good brand is recognisable. By focusing on our branding, we can carve out a suitable and honest style for our business to help build brand recognition and brand loyalty in your niche area.
what do you stand for?
STRATEGY
Elements such as a logo and website work together to form your brand identity. Such elements are only one part of your overall branding. When looking for a graphic designer or web designer to make a logo or website, you are really just asking them to build a visual identity that can reflect your brand, not build a brand for you.Realistically, prudent business owners should have a brand strategy in place. A strategy that incorporates what the core values of your business are, what the business stands for, who it serves, including all the unique selling points.
Branding is different from marketing
BRAND vs MARKETING
Branding and marketing are different. Branding is an important and necessary part of marketing.Marketing is a process used to build awareness for a product or service.Branding shapes your marketing strategy. Your brand is what you want the world to see and to think and to feel and to perceive about you and your company.
MAKE A CONNECTION
BRAND LOYALTY
In order to have brand recognition, it's imperative to build an emotional connection with your audience.Having an emotional connection to a brand, motivates customers to buy your products or services.Moreover, emotional connectivity helps to develop brand recall and provides the ability for your business to spread by word of mouth.When branding is done well, it encourages loyalty and customers can begin to feel just like an integral part of your entire company family.Other important aspects of visual identity, such as brand voice and colour scheme, and typography can be used to bring a relationship with your customer, to a much deeper level.
YOUR BUSINESS. YOUR BRAND.
BRAND ALIGNMENT
A well-built and managed brand is a significant asset for any business, having a drastic impact on the value of the company.As a Catholic, you want to take this a step further by truly aligning your brand with your values and goals.Brand alignment helps you to find out if your company message matches your company’s actions.A brand that is adequately aligned, builds a healthy environment where all stakeholders, internally and externally, agree on the purpose of the company. Together, your employees and stakeholders operate in tandem, having a clear understanding of the values aims and core mission of the business. Everyone agrees on what promises are going to be made to your customers and how best to keep them.External stakeholders, looking at a well aligned brand, immediately know what your promise and offer is. Importantly, customers feel they can believe those promises and act with the expectation that promises will be fulfilled.A straightforward brand alignment question asks: Do you honestly do whatsoever you tell your customers that you will?
The Catholic Approch to Your Brand
Often, secular brands promise the moon and fail to deliver. Why?Largely because the brand is touted to have virtues that the people behind the brand neither practice nor strive for.For this reason, I work closely with my clients to develop in-depth guidelines to consistently present the reputation and promise behind the brand. So that, between brand and image, there is no difference.Whether you want to refresh your brand or make a new one, I'll help you to combine formality with classic design in keeping with your Catholic faith.
Find Your Brand DNA
Branding is the DNA of your business; it tells your clients:
WHO YOU ARE.
WHAT YOU'RE ABOUT.
WHAT TO EXPECT FROM YOU.
WHY THEY SHOULD WORK WITH YOU.
Branding provides the building blocks of your foundation, on which your brand identity will stand and grow.
Some of What's on Offer:
Brand Positioning
Find and examine your brand in order to define your brand. This will help you reflect your company's brand identity, vision, mission, values, and personality, so that you attract the right customer.
INCLUDED:
Brand audit and analysis
Brand recommendations
Brand Direction
Develop a strategic and visual direction to propel your brand forward.
INCLUDED:
Brand audit and analysis
Brand recommendations
Logomark and/or wordmark design
Style guide
Brand Overhaul
More than just a spit and polish, A brand overhaul primes and preps your current brand to meet your objectives, today and into the future.
INCLUDED:
Brand audit and analysis
Brand recommendations
Logomark and/or wordmark design
Style guide
Consistent story and messaging
Visual direction (digital and print)
Comprehensive brand manual
Accelerate Your Brand
Services to help grow your brand.
CUSTOMIZE WITH:
Brand naming
Brand strategy
Marketing strategy
Advertising and PR
Digital brochures
Printed material
Why is branding important?
When building a house, first we look for land. Having found land at a fair price, we buy it. Then, we get started making blue prints for how we want our house to look. Satisfied with our plans, we bring an excavator to dig a deep foundation. Next, concrete is poured into the excavated area on top of rebar and support beams. Soon, the concrete hardens, becoming like stone. Only then, do we begin building the house as per the blue print.
Branding is like building a house.
Searching for land at a fair price, is just like trying to come up with a good business idea that we can execute within our own means or with the help of investors.Drawing up blue prints is almost the same as writing a business plan and thinking about how you want your business to be valuable to society, for the greater glory of God.Excavation is kind of like asking how our brand is going to work? What is it for and what purpose does it serve? How will our brand look and what emotions will it incite in our audience?Pouring concrete can be like making a brand strategy, to analyze and strategize our brand positioning within the market, so that we give oursleves the best possible chance of success.Building a house brick by brick upon a solid foundation is not unlike building a brand, when we think of each brick as the work we do in figuring out our brand voice, brand story, brand messaging, brand marketing and our brand architecture (if we need it).
Your brand is the perceptions and emotions that your audience has towards your business.
Branding is the active process of shaping the perceptions that clients have about you and your company, through your logo, website or ad campaign. To build awareness and reputation around your company, product or services.
The 3 Key Terms
brand
How clients perceive your company and you.
branding
All the actions and steps you take to build a certain image and reputation of your company.
brand identity
The collection of tangible elements that together make one brand image, i.e logo, colors, typography.
CI, BD, VI. what's the difference?
CI Design
The differences between Brand Design (BD), Corporate Identity (CI) and Visual Identity (VI) are subtle.Ideally, brand design, CI and VI should maintain many of the same elements.Generally speaking, brand design incorporates elements of:
Brand personality
Goals
Values
Communication style
How your brand wants to be perceived
Another way to understand this: brand is what other people think—about you, your company, your product, or your service.Visual identity is what that brand looks like. The main components of visual identity are logo, color, typography, and images. Therefore, designers may often use the term "visual identity" interchangeably when talking about branding and corporate identity.
Yes, it can be confusing, even to designers who have been in the business for years! If this sounds confusing to you, you're not alone.In contrast, Corporate Identity is tighter and more streamlined.Specifically targeted to your niche demographic, your corporate identity is a complete company graphic style solution.CI consists of three main elements:
Logomark or wordmark
Memorandum (personalized company stationary)
Business Card
The other elements of CI include:
envelopes
folders
notebooks
banners
pens, ect.
Corporate Identity is a Thumbprint
Why CI?
Each person has their own unique thumbprint. A way to identify who that person is.Every company should have an unmistakable identity.In business, identity can be thought of as a set of characteristics that identifies a company, making it distinctive in highly competitive markets.
CHARACTERISTICS
Trademark
Visual identity is your trademark.A combination of all the visual and material characteristics of your product or service. Your company characteristic is definitive. It distinguishes your business from the rest and creates a uniform visual unity of all the combined elements of your Brand and Corporate Identity.
Visual Identity
Image
What impression does your company leave on a person?Visual identity is a necessary component in advertising and marketing, where products and services are directed towards your niche audience.Without visual identity, your company will become invisible to customers and clients.
heartbeat
Core
Just as the heart organ pumps blood around the body, so too, Corporate Identity, behaving like the heart of a company, pumps things like values, ownership, attitudes, culture, management and strategy, into every individual employee - in turn, these things seep and penetrate into the outside world - making a company's true core, recognizable and known.That is why the core needs to be good!
© Acquiesce Media. All rights reserved. 2023
IHS
Regi sæculórum immortáli et invisíbili, soli Deo honor et glória in sǽcula sæculórum. Amen.
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BRAND SERVICE
Brand Development
Vertical Brand Alignment, God's Glory
Horizontal Brand Alignment, Catholic Church
Brand Purpose
Brand Strategy
Brand Promise
Brand Positioning
Brand Architecture
Brand Identity
Brand Voice
Brand Story
Brand Messaging
Visual Identity
Brand Guide
Brand Marketing
Brand Marketing
Brand management is a critical strategy that reinforces brand goals, design, identity, and values at every touchpoint. Maintain control of your reputation, build market recognition, and shape audience perception in a way that generates awareness and lasting loyalty.Brand Marketing can encompass:
Editorial design
Copywriting
Web Design and Management
Graphic Design
Social Media, and more.
Closer
Look:
Brand Development
The vertical alignment of your brand with God at the head.Horizontal alignment of your brand with The One Holy, Catholic, and Apostolic Church.
Brand Purpose
1. Clarify who and what we are branding.
2. Understand how your business, brand, and marketing strategy work together.
3. Lay the foundation by understanding and expressing your brand purpose, standards and values.
Brand Strategy
1. Define and build a meaningful brand strategy.
2. Build your business plan.
3. Articulate your brand core [vision, mission, values, purpose and positioning].
4. Build your customer persona.
5. Find your content voice.
Brand Promise
1. Make your brand holy by finding and naming your Brand Promise.
2. Form a plan to live out those virtues needed to keep your Brand Promise.
Brand Positioning
With the help of marketing, let's take an in-depth analysis of your industry, business and social objectives and target audiences. Use Brand Marketing Strategy to define your brand, clarify your positioning, and organize a realistic plan to attract your ideal clients.
Brand Architecture
Model a strategy that organizes your brands (sub-brands) and their offerings under a single, overarching brand, commonly known as: corporate, umbrella, family, parent, or master brand. It is essential for a parent company, managing multiple brands, providing a variety of product offerings to a vast range of consumers at various price points, be unified and instantly recognizable.
brand voice
1. Make your brand holy by finding and naming your Brand Promise.
2. Form a plan to daily live out those virtues needed to keep your Brand Promise.
Brand Story
How did your brand begin? What were the driving forces behind your brand directives? By defining the story of your brand's beginnings and hopes for longevity, we can build an emotional connection to your audience, offering an open invitation to journey with your company or organization, in a shared experience.
Brand Message
1. Build a structured messaging framework. A written representation of your brand’s unique selling points and differentiators.2. Produce built-in guidance on message hierarchy, for internal and external company use.3. Make a foundation for building: content writing, marketing, communications, advertising, sales, business development, public relations, customer service, and more.4. Refine your Elevator pitch / Boiler plate: A boilerplate is designed to give a quick, highly consistent and easy to understand sense of your company and what it offers.
Visual Identity & Brand Guide
Build a visual language for your brand.Logomark design or wordmark or combination mark. Seamlessly factor in your tagline (if you have or need one).Find your company colors, fonts, graphic elements, photography style, and place them into an easy access Brand Identity Guide, for the benefit of all your employees and external promoters.Transform how people interact with your brand with intentional design.All that we build for our business should reflect our brand. Make a consistent, cohesive brand experience, by presenting a consistent, cohesive visual identity, across all touch points.
Brand Marketing
1. Market the value of your company. Your products and services.2. Understand and promote the reason/s behind why society is better off with your company in it.3. Ascertain why your audience should value your business.4. Determine the best way to inform the public about the value of your company in their lives.5. Develop your brand ecosystem.6. Build an effective marketing strategy suited to your business and personal goals.
More
Services:
art direction
Corporate Branding
Art Direction
Graphic Design
Print Design
Digital Design
& Development
UX & UI Design
Personal Websites
Corporate Websites
Digital Strategy
Content
Editorial design
Copywriting
Out of Print Text-Transcription
Digital Art
© Acquiesce Media. All rights reserved. 2023
IHS
Regi sæculórum immortáli et invisíbili, soli Deo honor et glória in sǽcula sæculórum. Amen.
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Brand pricing packages
Assess My Brand
Your Current Brand
Let's take an in-depth, 1 hour look at your brand, together.We'll ask important questions like: "Did I build my brand for the greater glory of God?" And "Is there more that I can do to make my desire for pleasing God, apparent across all my brand touch points?" And much more.Get advice and mentoring so that you can devise a goal oriented plan to reach your Catholic brand objective.This includes a written brief.
$720
Your Current Website
Is your business website standing and proclaiming, unapologetically, your beautiful Catholic faith?Are there areas of your website that you would like polished or overhauled, but are unsure where to begin?Get advice on how to design and develop the website most suited to your business to reflect the ideals of your Catholic business.
$180
Your Current Social Media
Across the board, your social media, should be speaking clearly about your faith.Are you using religious AI images in your social feeds that are not holy? Can you tell if an image is holy versus one that is sensual?In today's world, with myriad options open to us, it pays to be extra vigilant!Learn how to care for your soul and the souls of your audience, with careful, deliberate and charitable use of social media, to promote your Catholic business, to the best advantage, all for the greater glory of God.
$180
Branding pricing can vary! An agency might charge anywhere from $30,000 to $350,000 and have no ceiling.
It all depends on who the client is and the scope of the project.Small businesses and startups normally don't need such a big investment.As an independent designer, I’m able to bring agency-level design and expertise to your project at a fair cost.Below is suggested pricing for small Catholic business owners.
Align & Define
Finding Your Brand
A 2 hour Zoom video meeting, spread over two days.After the meeting, you’ll receive a written guide capturing the insights and answers we uncover.
This guide is a roadmap, plotting the course of your business and brand.
Arrange your brand vertically, with God at the head.
Arrange your brand horizontally, with the Holy Catholic Church.
Name your brand purpose.
Understand how your business, brand, and marketing strategy work together.
Lay the foundation by understanding and expressing your brand values.
What do you stand for?
How can your business help to spread the growth of the Church? What is most important to the health of your business?
Who is your brand for?
What purpose does it serve?
How should your brand look and what emotions should your brand incite?
Define your brand story.
Name your standards.
Define your top three business goals.
$1000
This cost will be applied to any package if you move foreward.
(We can't design your logo (and other key visual identity components) or strategize and market your brand until we are clear on what we are branding!)
package one
Brand Strategy
A 3 hour Zoom video meeting, spread over three days.After the meeting, you’ll receive a written brand strategy guide formulating the answers we uncover, into action plans.You'll also receive a stylescape to help you to visualise your brand in its entirety, before committing to collateral.
Define your brand strategy.
Build your business plan.
Articulate your brand core: mission, vision, values, purpose, and position.
Refine your brand core: mission, vision, values, purpose, and position.
Test your brand values.
Build a customer persona.
Refine your customer persona.
Find your content voice.
Name your brand archetype.
Build a brand positioning outline.
Build a meaningful brand strategy.
Stylescape
Ideating a brand concept in the format of a stylescape, is an extremely important step in the process before spending hours designing assets that could potentially be heading in the wrong direction.A stylescape is more elevated than a moodboard, but not as detailed as a brand identity guide. The purpose of a stylescape is to provide your business with a comprehensive snapshot of what your brand could like as a whole.A stylescape demonstrates to my clients, how their brand will look and feel. It captures a collection of brand elements, like colors, typography, images, and tone, and compiles these assets to provide a visual aesthetic. A stylescape shows how the brand is portrayed across different platforms without carrying those big decisions all the way to collateral.After your brand strategy is established, that’s when stylescapes come in. After understanding the background of your brand through discovery and research, the answers are gathered together into a brand story—a stylescape provides opportunity for my clients to visualize it all: the brand messaging, taglines, slogans, and design.What you'll get:
Color palette (primary, secondary, and sometimes tertiary).
Font family recommendations and use.
Layout examples.
Illustration styles and/or photo treatments.
Textures/patterns,
Logo characteristics (not your actual logomark).
$4,520
package two
Brand Marketing
A 2 hour Zoom video meeting, spread over two days.After the meeting, you’ll receive a written brand marketing guide formulating the answers we uncover. Your team can use this guide to push-forward your brand marketing plans and tactics, at every touch-point.
Marketing the value of your company.
Discover why your audience should value your company. What benefit are you bringing to their lives?
Investigate your consumer behavior.
Determine the best ways to inform the public about your brand?
What is promotional language and how best to use it?
Develop a brand eco system.
Build your marketing strategy, with an honest and gentle touch.
$1,120
package three
Logo Package
For clients who would like to keep their current brand colors, fonts, and visual style. You need only a more fitting, polished, better-crafted logomark, or wordmark to represent your brand.
Find Your Brand
Start with Finding Your Brand, to align your brand with your Catholic faith and your business needs. We find out the who, what and why of your brand. Then, we take these answers and define them into your brand. (See Finding Your Brand for more details and price.)
Logomark / Wordmark / Combination mark
Discuss whether a logomark or wordmark or combination mark is better for your brand. (Now that there are more opportunities for visual branding, from favicons to Facebook cover photos, it’s more common for companies to have all three.)
Sketch and refine your logomark or wordmark concept. You'll get two options to choose from.
Your new logo or wordmark concept will be applied to digital mock products to test how it looks.
Your final set of files will contain your logo or wordmark, saved for print and web use.
Get a 1-2 page logo usage guide with specs for the colors in your logo, used by print vendors and web developers to ensure your brand colors match across different applications. Pantone, CMYK, RGB, and hexidecimal codes are provided.
$3,400
package four
Visual Identity Package
You’re starting from bare bones or rebranding. You need a complete toolkit of visual elements, and guidelines for how to use them.If you don’t know what your future needs will be, start with the basic logo, color, and typography. You can build out additional elements as you need.Your visual identity comprises your logo, imagery, typography, colors, and creative design. Think of it as the outward expression of your brand, including its trademark, name, communications, and visual appearance. Visual identity is the sum total of how your brand looks, feels, and speaks to people.
Find Your Brand
Every project starts by aligning and defining your brand. (See Finding Your Brand for more details and price.)
Logomark / Wordmark / Combination mark
Discuss whether a logomark or wordmark or combination mark is better for your brand. (Now that there are more opportunities for visual branding, from favicons to Facebook cover photos, it’s more common for companies to have all three.)
Sketch and refine your logomark or wordmark concept. You'll get two options to choose from.
Your new logo or wordmark concept will be applied to digital mock products to test how it looks.
Your final set of files will contain your logo or wordmark, saved for print and web use.
Get a 1-2 page logo usage guide with specs for the colors in your logo, used by print vendors and web developers to ensure your brand colors match across different applications. Pantone, CMYK, RGB, and hexidecimal codes are provided.
Color Palette
Your color palette needs to fit the persona your brand is trying to convey. If you don't already have a color palette in mind, I can help you choose.
Specifications for the colors in your logo, plus a secondary palette that coordinates. Pantone, CMYK, RGB, and hexidecimal codes provided.
Typography
Typography is the art, technique, and practice of arranging type to make written language legible, readable, and appealing when displayed.Brand typography is a complex process that when executed properly, results in increased recognition of your brand and attains a consistent brand personality across all channels.
Primary font: The default typeface which communicates your brand’s identity, values and personality.
Secondary font: A typeface that complements the primary font and supports the typographic design system.
Tertiary font: Font your brand uses for accents.
Recommendations on how to use your fonts together.
Recommended substitute fonts.
To define the typography of your brand, I explore with you, various typefaces that resonate with your keywords from your brand mission, vision, purpose and placement.
Understand the traits and personality of each typography and find the match for your brand.
In selecting your type, the following factors will be considered: Legibility - Legibility is the ease of reading symbols. Ensure all your text is easy to read by your target audience. Browser compatibility & Availability - Typefaces must be easily available for browsers to render. Print - Brand type for printable materials. Ensure that fonts are available for download without copyright violations. Font weights - By using different font weights, you can maintain visual hierarchy among content, especially, in the case of a lot of text. (This helps your audience to give a quick glance through important elements before deciding to read in detail.) This goes a long way in saving your audience time and helping and encouraging them to get to the relevant content quicker.
Decide between open source, paid, and custom fonts.
Make sure the fonts you choose are flexible, complementary to your other brand elements, and can follow your growth.
Establish a hierarchy of your fonts and outline this in your brand style guide book.
Visual Theme
Along with a logo, typography, and colors, brands also need a certain photography or illustration style that flesh out a visual theme. You'll get a collection of freely useable images, free of copyright, that can be used for commercial and non-commercial purposes, that best suit your brand personality.
Brand Style Guide Book
A multi-page document that describes the elements of your brand. Your team can use it to create consistent materials going forward. It includes usage rules and specs for the logo, color palette, typography, graphic elements, messaging, and any other elements that make your brand unique.
$12,480
© Acquiesce Media. All rights reserved. 2023
IHS
Regi sæculórum immortáli et invisíbili, soli Deo honor et glória in sǽcula sæculórum. Amen.
✠
Build a Catholic Brand
1. GET GOING
Fill out the form on the CONTACT page.
I’ll schedule a short complimentary discovery call to meet you. All conversations begin with prayer. We’ll discuss any problems you're trying to solve with your project and together we'll search out any areas that might need improving so that your business is in line with your Catholic faith for the greater glory of God.
2. PROPOSAL & CONTRACT
After we talk, I’ll send a proposal for the
we’ve decided on together. Typically:
50% payment is required to move forward.
50% payment is due after the work is completed, net 15.
If you agree to the project proposal, you'll approve it or ask for tweaks, after I have received your feedback, I'll give you a contract to sign.
EVERY PROJECT BEGINS WITH A SESSION
FINDING YOUR BRAND
A two hour Zoom call (over two days).
We'll cover important things during this meeting such as:
How to arrange your brand vertically, with God at the head.
How best to set a horizontal alignment to the Holy Catholic Church.
Finding and naming your brand purpose, mission, vision and placement .
Understanding the complementarity of how your business, brand, and marketing strategy work together.
We'll begin to lay a foundation by understanding and expressing your brand values.
conscience
What can you do to bring your business in-line with your Catholic faith, and show this to the world?
Is the mission of your business easily understood and transmitted?
In all undertakings, are you serving God and making the best income possible to look after your family?
Are you delivering on all promises made to your customers?
Is your business helping your employees and your customers to grow in holiness and in virtue?
As a Catholic business owner, what rules have you set in place for Holy Days of Obligation and Feast Days?
3. BRAND DEVELOPMENT GUIDE
Based on the answers found in our Finding Your Brand session, I'll put together a brand development document, exclusively tailored to your particular branding needs.This document is your blue-print for moving your business forward! Packed with thought provoking questions for you to mull over, ranging from defining your purpose to build your brand, brand strategy, brand marketing and brand marketing strategy, and a whole lot more.As you build and promote your business, you’ll need clarity on what it should look and sound like. The questions in the brand development guide will help you to explore your vision, goals, audience and what you would like their emotional response to be. We'll look closely at your company’s personality, strengths, and more.The larger your company is, or the bigger your business idea, the more in-depth will be your brand development document!
HOW?
Building a new brand or refreshing an existing one is an intricate and demanding task.
By working through a logical process we can make it seem less toilsome.There is also another process for brand development, once we have designed your brand and want to take it to the next level with a tailored strategy.
WHAT TO EXPECT
There are a few steps and stages to work through, depending on what your business needs are. This is carefully ascertained in our Finding Your Brand meeting. Any steps we take going forward will be aligned to what is best for your company now, with an eye towards future growth. So, if your needs are basic, you may not require all of the steps listed below, or you may need only a partial amount.But everything starts with that first free discovery call.
Just fill out the form on the contact page and I'll get back to you!
© Acquiesce Media. All rights reserved. 2023
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