The Brand Equity System™ · Stage 2
Brand Equity Blueprint™
Your firm’s positioning, identity and messaging, built as one system: the core brand that makes a buyer’s choice easy. £7,500 for one brand, paid upfront.
The Brand Equity Blueprint™ is Inkbot Design’s fixed-scope core branding programme for professional services firms. For £7,500, paid upfront, it covers competitive research, brand positioning, a visual identity and logo system, verbal identity and messaging, brand guidelines, pitch decks and social media templates for one brand. It typically takes 4–6 weeks from cleared payment.
Free, written, typically within two working days. No sales call.
Who it’s for
For firms whose brand no longer matches their expertise
You look smaller than you are
Your work wins on referral, but your website, proposals and pitch decks make the firm look like a cheaper alternative to the one you actually are.
Fees keep coming under pressure
Prospects compare you on price because nothing in the brand gives them a reason not to. Positioning gives them that reason.
The firm has changed
A merger, a new service line, a new market or a generation of partners has left the brand describing a firm that no longer exists.
You’re starting or relaunching
A new practice, or a firm ready to stop patching its brand and build it properly, once, as a system.
What you get
One brand, built as a system
Standard deliverables for one brand. The agreed scope sets out the specific assets and formats.
Competitive research and market assessment
Where your firm stands against the firms buyers compare you with, and where the opening is.
Brand positioning
The argument for choosing your firm, written so partners can repeat it and clients can check it.
Visual identity and logo system
A logo system, colour, typography and imagery direction that signal the level your work is at.
Verbal identity and messaging
Your brand narrative, key messages and tone of voice: the words, not just the look.
Brand guidelines
A comprehensive specification your team and suppliers can follow without guessing.
Pitch decks and social media templates
The materials where buyers judge you most often, ready to use from day one.
How it works
From written brief to finished brand in about six weeks
- 01
Agree the scope
A fixed scope and the £7,500 fee, paid upfront. The 4–6 week timeline starts when payment clears.
- 02
Write the brief
You complete the brand questionnaire: your goals, buyers, competitors and ambitions, in your own words.
- 03
Strategy first
Research and positioning come before any design, so the identity is judged against a written argument rather than taste.
- 04
Identity, messaging and handover
Identity, messaging, guidelines and templates, refined with you. Revisions are included within the agreed scope, with no fixed limit.
Scope
What the Blueprint covers, and what’s scoped separately
Included
Competitive research and market assessment · Brand positioning · Visual identity and logo system · Verbal identity and messaging · Brand guidelines or specification · Pitch decks · Social media templates
Scoped separately
Brand naming · Website design and development · Launch implementation and rollout · Multi-brand architecture · Ongoing social media marketing. These can be delivered through a Partnership or an expanded programme.
The Brand Equity System™
Three engagements, one system
Each stage stands on its own. Most firms start with the free audit; the Blueprint builds the core brand; the Partnership keeps it working.
| Brand Equity Audit™ | Brand Equity Blueprint™ | Brand Equity Partnership™ | |
|---|---|---|---|
| What it is | A written diagnostic of your brand | Your core brand strategy, identity and communication tools | Ongoing brand direction, creative support and implementation |
| Price | Free | £7,500 for one brand | £18,000 for six months (equivalent to £3,000 a month) |
| Payment | None | Paid upfront | Paid upfront for the six-month term |
| Timing | Typically within two working days of your completed form | Typically 4–6 weeks from cleared payment | Six months, then renew or conclude |
| Best for | Finding out where your brand is costing you | Firms that need a brand built or rebuilt properly | Firms with a core brand that needs applying consistently |
Specific assets, formats and capacity are set out in each engagement’s agreed scope.
Who you work with
- strategic branding practice, led by founder Stuart Crawford
- Since 2009
- completed identity projects
- 300+
- countries where clients are based
- 21
- from 87 Google reviews (checked 11 Oct 2026)
- 4.9/5
Questions about the Blueprint
How much does the Brand Equity Blueprint™ cost?
£7,500 for the standard core-branding scope for one brand, paid in full upfront.
How long does it take?
Typically 4–6 weeks for one brand, starting when payment clears. A substantial change to the brief may need a revised scope, schedule and fee.
How many revisions are included?
Revisions are included without a fixed numerical limit within the agreed scope. A substantial change in requirements or direction is reviewed separately rather than treated as an ordinary revision.
Does it include a new name or a website?
No. Brand naming, website design and development, launch rollout, multi-brand architecture and ongoing social media are scoped separately, through a Partnership or an expanded programme. Naming scopes also clarify who is responsible for trademark searches and legal review.
Who will we work with?
Stuart Crawford, founder and Creative Director, leads the strategy and creative direction himself. Tabitha Ayers reviews strategy and art direction, and trusted freelance specialists support where needed.
Should we start with the audit?
It’s the usual first step, and it’s free: a three-page written diagnostic, typically within two working days of your completed form, with no sales call. It shows whether a Blueprint is the right next move, and what it should focus on.
Ready to build it properly?
Tell us about the firm and what the brand needs to do. You’ll get a written scope for your Blueprint: £7,500 for one brand, paid upfront, typically 4–6 weeks from cleared payment.
Free tools
Not ready to talk? Start with a free tool
Free Brand Equity Audit™
Find out where your positioning is costing you clients.
A three-page written diagnostic of your brand against the firms you compete with, typically delivered within two working days of your completed answers. No sales call, no obligation.