what’s included.
Every Breakthrough Brand is a complete system. Everything you need. Nothing you don’t.
Position & Direction
So you know exactly who you’re for and why you’re different.
Positioning
A clear statement that defines your place in the market — who you serve, what problem you solve, and why your brand is the obvious choice over the alternatives.
Ideal Customer Profiles
Demographics, pain points, specific needs and ideal outcomes to help you develop laser focused messaging and marketing that speaks directly to those most likely to choose your brand.
Story & Purpose
A concise, meaningful narrative, the heart behind your brand, that explains why it exists, what drives it, and how your backstory connects emotionally with the people you want to reach.
Competitive Analysis
An audit of your competitors’ branding so you know exactly how to stand out, what gaps to fill, and how to position your brand with clarity and confidence.
Brand Archetype
A symbolic representation of your brand’s identity, personality, and values that guides your communication strategy, and differentiates your brand from competitors.
Why this matters:
This is what eliminates vague audiences, weak differentiation, and “we do a little of everything” messaging.
Messaging & Voice
So you know what to say and how to say it consistently.
Key Messaging
A clearly defined way your brand sounds and speaks to your customers that ensures your words connect, resonate, and inspire your audience just as much as your visuals do.
Voice & Tone
A clear definition of how your brand should sound in writing and conversation so your message stays consistent, recognizable, and aligned with the personality you want your audience to feel.
Brand Keywords
A focused set of words that define how your brand should be perceived and guide every visual and verbal decision so your identity stays consistent, clear, and true to who you are.
Why this matters:
This removes the daily friction of writing, marketing, and explaining your business.
Visual Identity
So your brand looks intentional, distinctive, and credible everywhere.
Logo Suite
A brag-worthy, custom logo that’s instantly recognizable and delivered in all of the industry standard file types you’ll need to put your logo to use right away.
Color Palette
A unique set of colors, specific to your brand, that supports and reinforces your brand’s personality and the codes needed for accurate replication for visual consistency across all platforms.
Signature Typefaces
A set of typefaces chosen to complement and reinforce your branding. I’ll even show you how to use them and provide links to purchase/download.
Graphic Assets
A collection of customized, supporting visual elements for your brand. They could be icons, illustrations or patterns depending on what’s best for your brand.
Photography/Image Style
Curated examples of the type and style of photography and/or illustrations to be used in your branding/marketing so you keep consistent and know what to look for or need from a photoshoot.
Mockups
Real-world visual examples that show how your brand will look in use, placing your logo, colors, and type into realistic scenarios so you can see how everything comes together before launch.
Why this matters:
This is what makes your brand recognizable, trusted, and clearly different at a glance — not just “nice-looking.
Application & Guidelines
So the brand stays clear and consistent over time.
Brand Bible
A complete, easy-to-use manual that covers every part of your brand — strategy, identity, visuals, and voice — so you and your team always know exactly how to use your brand the right way.
Brand Blueprint
A one-page visual map of your entire brand including your audience, story, service, and personality that you can use to guide every message, design choice, and decision going forward.
File Type Cheat Sheet
A simple guide that explains every logo file you receive, what each one is for, and when to use it — so you always grab the right file for print, web, apparel, signage, and everything in between.
Why this matters:
This prevents inconsistency, misuse, and brand drift as your business grows and more people touch the brand.