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A Glossary: Common Branding Deliverables, What They Mean & Why They’re Important

Updated: Dec 1, 2022

First things first… we do not take for granted how confusing launching a rebranding project can be for our clients! After all, you’re an expert at the service you provide like dog walking or grooming or dog training, not design. And we might have been in the biz for a while, but we never lose sight of the fact that to be the professional designers we are today, we had to be (and still are), first and foremost, learners.

One of our many jobs here is to make the process for our clients feel as smooth and easy as possible. We work hard to make sure you understand what’s happening every step of the way, so you can focus on running your business while we focus on the design. Still, it can sometimes feel like information overload. And if you’re someone who’s not yet a client but thinking about redesigning your brand with a professional, you might feel at a little bit of a loss when you browse services and hear foreign terms and lingo being casually tossed around.

We wanted to put together a glossary of common branding terms and have them all in one place so that before, during, or after the process of working with a designer (even if it’s not us!), you can have a quick reference guide to keep things moving along and feel confident in knowing what the heck is going on. Not only that, but this glossary will also tell you everything you might get when you work with us. Go ahead and bookmark this now… you’ll be glad you did later!

A Glossary - Common Branding Deliverables, What They Mean & Why They’re Important with Pet Marketing Unleashed for Pet Businesses

Custom Primary Logo Design

A logo is a branding symbol made up of text and images that helps to identify your business and business name. It is a visual mark that is the cornerstone of your brand. Therefore, designers work with you to create a primary logo unique to your business, the main one at the forefront of all your branding. We deliver brand files in jpg, png, pdf, eps, and ai formats.

Secondary Logo Design

A secondary logo design is a less detailed version of your primary logo design. The secondary logo can either be used as a watermark, a playful incorporation of your brand, or used in situations where your primary logo design doesn’t quite work in the space provided. Examples include social media profile icons, print pattern designs, etc.

Black/White Primary Logo Design

We provide a black and white version of your logo design for instances when you need to print in one color or want to showcase your primary logo on a colored background.

Social Media Profile Image

Your social media profile image is the image you would upload to Facebook or Instagram as your primary social media profile picture. It is recommended that you use either your primary logo, secondary logo, an image of the owner, or an image of your business’s mascot.

Mood Board

A mood board is a compilation of images that is meant to encapsulate the feelings, vibe, or mood that your brand will represent. Typically, these aren't the exact images that will be used on your website; however, it will give off the overall vibe of what anything created for your brand will give off... i.e. it can be playful, emotional, elegant, warming, trusting, fun, etc.

Brand Icons

Brand icons are iconic symbols that are used on your website to easily promote a product or service. They are intended to be a quick visual read in order to provide information quickly to your clients. They are a great substitution for photography. For example, you could have a soap dispenser to show that you offer pet grooming products.

Brand Pattern

A brand pattern is a digital graphical representation of an element in your branding such as a symbol from your logo or a stylized element symbol. The brand pattern can be used as a background on your website, business card, social media posts, etc. Note: It is intended only for digital marketing and not for print pieces.

Multi-Page PDF Brand Style Guidebook

The key priority for any successful brand is consistency. Investing in branding for your business is one thing. Implementing it is another, and with our help, we want to make it as easy as possible for you moving forward! Our goal at Pet Marketing Unleashed is to provide you with the basic structure and guidelines to help you implement your new brand consistently across all platforms.

Fully Functional & Ready-To-Go Website (& Mobile-Friendly Version)

Your website will be built on Wix and will be mobile-friendly as well (great for SEO and user experience since most people are using their cell phones to search for businesses these days). You will own your website after delivery, so you can edit and/or update moving forward. In fact, we highly recommend our clients to frequently update their website’s content for SEO purposes (specifically via your blog is the best way to do this!).

Strategic Copywriting

Copywriting is the strategic text on your website that’s written for the purpose of reeling in the right clients, making sure they resonate with what you offer, helping them trust that you have the solution to their problem, and convincing them to make the purchase decision that’s right for them (regardless of whether that means they realize you’re not the right fit or whether they say, ‘oh man, I have to work with this company!’).

Video Tutorial

Included in our branding projects is a video tutorial on navigating and editing your own website in the future so that you never feel left to your own devices! We get that it’s a new endeavor, so we’ll provide you with the tools to make all the basic edits you’ll need like creating a new blog post, changing prices, uploading photos, etc.


Our branding packages also have the option for add-on's such as:

  • An Instagram Landing Page

  • Brochure Design

  • Business Card Design

  • Facebook Cover Photo

  • T-shirt Design

  • Instagram Highlight Icons

As we mentioned, you may want to bookmark this page and refer back to it occasionally even when we’ve completed your project as it may be helpful in what to use each branding deliverable for as you move forward in implementing your new brand.

When working with clients, we’re as thorough and transparent as possible during every step of the process. When our clients understand everything they’re getting when they work with us, they’re not only empowered to take control once we’re finished, but ready to optimize everything they have. And that means more traffic to your website, more visibility, and ultimately, more bookings for your pet business!

Of course, if you’re ready to learn more about how we can work together to update your brand and/or website, check out our services here. If you want to see what other branding projects have looked like now that you know all about the deliverables, check out our portfolio.

We offer VIP Days, which is when clients like you get an entire day devoted to them and their business only. This is particularly convenient when you’re falling behind on the all-too-important branding and marketing to-do list and need the professionals to take over. We can also complete full branding in a day with our VIP Days!

We also offer custom branding and website design services, which is the most popular service we offer. From branding and website design to the full copywriting and basic SEO optimization set-up, you’re covered with an online presence that’s ready to go upon delivery. :)

It’s more than just one of those deliverables mentioned above to us. Websites are more than just a place for clients to book with you. A website tells your story, speaks your vision, and shows up your one-of-a-kind pet business. We want you to feel as good about your online presence as you do when you complete the service you provide to your clients.

Through our brandings and designs, we’re here to showcase the true you, the true vision you have for your business, and build a brand that differentiates you from every other pet business out there. If you’re ready to hop on a call to learn more about the process and how we can help you, head here. Otherwise, no matter who you work with, make sure you keep all of the above deliverables in mind so you’re clear about what you’re getting and what it really means for your brand!



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