From timelines to file formats to “Do I really need a full brand identity?” — we’ve got you covered.
We created a dedicated FAQ page with answers to the most common questions small business owners ask about branding.
Branding FAQs
start your brand experience
From timelines to file formats to “Do I really need a full brand identity?”—we’ve got you covered.
We created a dedicated FAQ page with answers to the most common questions small business owners ask about branding.
Branding FAQs
start your brand experience
Branding basics and why it matters
Branding basics and why it matters
What is branding, and why does it matter for my business?
What is branding, and why does it matter for my business?
Branding isn’t just a logo or color palette — it’s the perception people have of your business, shaped by every interaction they have with you. From your messaging to your visuals to the way you make people feel, branding sets the tone for the entire client experience.
It’s what makes you recognizable, trustworthy, and memorable. It positions you clearly in the market so the right people can find you, connect with you, and choose you —not just once, but again and again.
Think of branding as your business’s reputation — but with intention behind it. When done well, it becomes the difference between blending in and building something that truly stands out.
It can—and not just more people, but the right ones.
When your brand is clear, consistent, and rooted in strategy, it starts attracting people who actually get you—the ones who value your work, feel aligned with your message and are ready to take the next step. It builds trust before you ever get on a call, launch a product, or promote an offer.
If you're booking clients, selling services or products, or converting customers through an online store or retail shop, a strong brand creates connection before conversion. People understand what you stand for, what makes you different, and why you're the one they’ve been looking for.
It’s not about attracting everyone—it’s about being clear enough to connect with the right people.
Branding is an investment—not an expense —because it keeps working for you long after the project is done.
A strong brand gives you the foundation to raise your prices, attract better-fit clients or customers, and create loyalty that lasts. It shortens your sales cycle, improves how people experience your business, and positions you to grow with intention — not overwhelm.
It also makes everything else — from your marketing to your messaging to your operations—more consistent, effective, and aligned.
Branding isn’t just a one-time upgrade. It’s a long-term strategy that helps your business scale with more ease, clarity, and confidence — and become the brand people trust without hesitation.
Explore our custom branding services to learn how we build brands with strategy and longevity.
If you’re just starting out, you don’t need everything—but you do need clarity.
Getting clear on your brand voice, values, and audience from day one saves time, money, and a whole lot of second-guessing later. And even a simple, well-executed visual identity can help you show up professionally and build trust from the start.
We offer options for every stage — and we’re happy to guide you toward the right fit.
If your brand no longer reflects where you are—or where you're headed — it might be time for a rebrand.
Maybe your business has grown, but your branding still speaks to an earlier version of you. Maybe your visuals feel inconsistent, your messaging isn’t landing, or you’re attracting the wrong audience — clients, customers, or collaborators.
Or maybe your brand just isn’t standing out in a way that feels aligned anymore.
That disconnect is often a sign you’ve outgrown your current brand — and a rebrand can help you step confidently into your next level.
Ready to rebrand? Explore our full-service branding packages.
Understanding brand elements
Understanding brand elements
What’s the difference between a logo and a brand identity?
What’s the difference between a logo and a brand identity?
Think of a logo like the signature on a masterpiece—it’s important, but it’s not the whole work of art. A brand identity is the full visual experience that tells your brand’s story at a glance.
Logo Variations: Primary, alternate, submark, and icon versions to give you flexibility across platforms
Color Palette: A professionally selected color scheme to ensure consistency everywhere you show up
Typography: Carefully selected fonts that complement your brand’s personality and support your messaging hierarchy
Visual Direction: A cohesive design system that shows how everything ties together for a unified look
As you can see, a strong brand identity is so much more than a logo—it’s everything your audience can visually experience about your brand.
- Primary Logo: Your main logo — the signature piece of your brand identity.
- Alternate Logo: A variation of your primary logo (horizontal vs. stacked) for different layouts or formats.
- Submark: simplified version of your logo for small-scale use, like social media icons or watermarks.
- Icon: A minimal graphic element (often a symbol from your logo) perfect for favicons, apps, or tight spaces.
- All packages include a style guide covering logo, color, and typography usage.
- Our Signature Package includes a full brand manual with your voice, values, positioning, and strategy — everything you need to apply your brand with confidence.
Here’s what you’ll receive:
- Logo variations: Delivered in your full color palette, black, and white (based on your package)
- PNG files: For digital use, with transparent backgrounds
- SVG files: Scalable vector graphics for web use — stays sharp at any size
- EPS files: Print-ready files for signage, packaging, or collateral
- RGB + CMYK versions: Color profiles optimized for both screen and print
- Typography files: Fonts used in your brand, so your visuals stay consistent
- Style guide or brand manual:
The typography we choose supports your overall brand personality, makes content easier to read, and reinforces consistency across every touchpoint.
We create a clear hierarchy of type styles— headlines, subheadlines, body text, and accents—so your brand stays polished and easy to navigate. Accent fonts are used sparingly for high-impact moments, like callouts or emotional emphasis, where a unique detail can add interest without distracting from your message.
We choose your colors based on color psychology, market positioning, and how they perform across digital and print. You’ll receive a primary palette, supporting tones, and accent colors—all with guidance on when and how to use them.
Choosing colors isn’t just about what you like. It’s about choosing tones that reflect how you want people to feel — and how you want your brand to be perceived.
Branding strategy and positioning
Branding strategy & positioning
It defines your voice, values, audience, and positioning—so every piece of content, design, offer, and communication works together to move your business forward with intention.
It tells you who you’re talking to, what matters to them, and how to say it in a way that connects. It helps you speak to the right people, in the right way, on the right platforms—without second-guessing every post or promotion.
Instead of throwing content at the wall, you’re showing up with purpose and personality. You’re not guessing what to say —you’re creating with clarity and confidence.
What happens if I skip strategy and just focus on design?
What happens if I skip strategy and just focus on design?
You can have a beautiful logo or a sleek website, but without a clear strategy behind it, your brand won’t resonate, convert, or grow with you.
Even if you have a general idea of your audience, strategy goes deeper — helping you clarify not just who they are, but what they need to hear, how they want to feel, and what moves them to act. It connects the dots between what you offer and what your audience values.
Without strategy, your brand might look good on the surface but fall flat where it matters most: connection, consistency, and results.
Strategy is what turns visuals into a voice—and a business into a brand.
Brand strategy gives you clarity upfront, so you're not constantly reinventing your messaging, visuals, or offers. It helps you make confident decisions, stay consistent, and grow with purpose instead of reacting to whatever’s next.
Your brand will evolve—that’s normal. But having a clear foundation makes that evolution intentional instead of chaotic.
What’s the difference between brand strategy and marketing strategy?
What’s the difference between brand strategy and marketing strategy?
Marketing strategy is how you share that brand with the world.
Without a strong brand strategy, your marketing can feel inconsistent or ineffective. With one, everything you put out feels aligned, intentional, and impactful.
Put simply:
- Brand strategy shapes the why and what behind your business.
- Marketing strategy determines the how, where, and when you show up— through emails, social content, campaigns, ads, and beyond.
Do I still need a brand strategy if I’m the face of my brand?
Do I still need a brand strategy if I’m the face of my brand?
Even if your brand is built around you, your audience still needs clarity: who you help, how you help them, and why it matters.
A brand strategy helps you show up consistently and with intention, even as you evolve. It ensures your business doesn’t just rely on personality — but on purpose.
It helps you build something bigger than just you—a brand that’s recognizable, consistent, and scalable over time.
Branding packages and process
Branding packages & process
That’s why we offer two carefully crafted options designed to meet you exactly where you are, whether you’re just getting started or stepping into a full brand evolution. (Both come with our signature VIP treatment, of course.)
Package 1:
ESSENTIALS BRAND DESIGN (6–8 weeks)
Perfect for businesses in the early stages that are ready to strengthen their presence and grow with confidence. Essentials gives you the strategic foundation and visual identity you need to look polished, feel aligned, and show up like a pro.
What’s included:
- Brand discovery questionnaire – guided prompts to clarify your voice, mission, and audience
- Brand strategy snapshot – a high-level outline of your brand’s voice, tone, and positioning
- Creative direction – curated mood board and visual direction before design begins
- Primary logo design – your custom-crafted signature logo
- Icon logo design – a minimalist brand mark for versatile, high-impact moments
- Color palette – refined colors tailored to your personality and market positioning
- Typography selections – a cohesive font system to support your tone and aesthetic
- Style guide – a concise reference for consistent use across platforms
Package 2:
SIGNATURE BRAND DESIGN (10-12 weeks)
Designed for brands ready for a full transformation. Whether you’re starting fresh or rebranding with intention, this package delivers in-depth strategy and a complete suite of visual assets — so you can grow with clarity, confidence, and consistency.
What’s included:
- Brand discovery questionnaire – a deeper dive into your vision, audience, and goals
- Brand strategy presentation – detailed breakdown of your values, voice, positioning, and ideal client profile
- Creative direction – curated mood board and visual direction before design begins
- Primary logo design – your signature logo, custom-crafted to reflect your brand’s essence
- Secondary logo design – a flexible layout variation for expanded use
- Submark logo design – a compact version perfect for icons and small spaces
- Icon logo design – a clean, minimalist mark for high-visibility use
- Color palette – refined color system tailored to your brand tone and market positioning
- Typography suite – a complete font system supporting hierarchy and brand personality
- Comprehensive brand manual – a beautifully organized guide with strategy and visuals to ensure consistency across every platform
Compare our brand packages to find the best match for your goals.
You’ll get everything you need in your personalized onboarding page—including your timeline, questionnaires, file access, and helpful resources—so you always know what’s coming next.
Here’s a quick look at how the JT & Co brand design process works:
- Package selection – choose either the Essentials or Signature package based on your goals and stage of business.
- Project booking – review your proposal, sign your agreement, and submit a 50% deposit to lock in your start date (we typically book about a month in advance).
- Brand discovery – complete your Brand Foundation Questionnaire so we can get crystal clear on your voice, vision, goals, and audience.
- Strategy & creative direction – review your brand strategy and custom mood board — this sets the visual direction and strategic foundation before design begins.
- First logo concepts – receive two distinct logo concepts (with variations depending on your package), plus a Loom video walk-through explaining the design thinking behind each.
- Refinements & finalization – choose your preferred concept, and we’ll refine it to make it just right.
- Color palette & typography selection – review your custom color system and font suite — carefully chosen to enhance your visual identity and bring it all together.
- Final review & approval – we’ll do one last check to make sure every element is aligned and ready for launch.
- Delivery of final files – once your final payment is received, we’ll deliver your fully organized, ready-to-use brand kit with all logos, colors, fonts, and guides.
From start to finish, we’re with you every step of the way.
We’ve fine-tuned this process to be collaborative, empowering—and (dare we say) actually fun.
We book a limited number of clients each month so we can give every project the time, care, and strategy it deserves. Once you’re officially on the calendar, you’ll receive your full schedule — so you know exactly what’s coming and when.
Our process is fine-tuned to balance creativity with momentum — so you walk away with a brand that feels like you and is built to grow with you.
If you're looking for something overnight, we might not be the best fit. But if you're ready for something intentional, lasting, and aligned — we’ve got you.
At Jennifer Taormina & Co, branding isn’t a transaction. It’s a collaborative experience rooted in clarity, creativity, and strategy.
We offer two thoughtfully designed packages—not custom quotes but before we talk numbers, we want to understand where you are and where you're headed. That way, we can guide you to the option that best supports your goals, your stage of business, and the kind of growth you're ready for.
That’s why we begin with conversation— because branding should start with connection, not a price tag.
Ownership, revisions and additional services
Ownership, revisions and additional services
This keeps the process efficient, focused, and on track—while still allowing room for collaboration.
What happens if I need brand collateral (business cards, etc.)?
What happens if I need brand collateral (business cards, etc.)?
After your brand is complete, we can create pieces like business cards, packaging, signage, social media templates, and more. These add-ons ensure that everything you put out into the world reflects your new brand and maintains consistency across every touchpoint.
Can I book just a logo design, without the full package?
Can I book just a logo design, without the full package?
Branding is about more than a pretty mark. Our packages are designed to give you a cohesive system — with strategy and structure behind the visuals — so your logo, fonts, colors, and messaging work together to tell a consistent, meaningful story.
We also offer Showit website design and customizable templates — but full custom websites are only available to branding clients. Because great websites start with great branding.
back to Branding Services
back to Branding Services
Let’s build a foundation that sets your business apart
Start your brand experience
Start Your Brand Experience
GRAB THE GUIDE
GRAB THE GUIDE
Know your brand inside and out—so your dream clients will, too
Free Brand Clarity Guide!
Branding without clarity is like marketing without a message: it doesn’t stick.
Before you (re)brand, you need more than visuals—you need strategy.
This 10-page guide walks you through defining your brand’s purpose, positioning, and personality—so every marketing move becomes clear, consistent, and aligned.
When your brand is rooted in strategy, your marketing gains direction.
And the right clients? They’ll feel it.
A brand that actually works isn’t something you grab off the shelf. It’s not fast food, it’s not cookie-cutter, and it’s definitely not “just a logo.”
If you’re ready for a brand that’s built to grow with you—one that positions you for long-term success, attracts high-value clients, and scales with intention—you’re in the right place.
Let’s talk about what’s possible—for your brand and your business.
A brand that actually works isn’t something you grab off the shelf. It’s not fast food, it’s not cookie-cutter, and it’s definitely not “just a logo.”
If you’re ready for a brand that’s built to grow with you — one that positions you for long-term success, attracts high-value clients, and scales with intention — you’re in the right place.
Let’s talk about what’s possible — for your brand and your business.
Let’s build you a brand that lasts.
Your business deserves more than a quick fix
inquire about your project
inquire about your project
