If you're sending out proposals and want to actually land clients (not just impress them with pretty PDFs), getting the branding right matters. This isn't about slapping a logo on a template and calling it a day. It's about making your proposals look and feel like they're built just for your client, even if you're using a tool like Bidsketch to speed things up.
This guide is for freelancers, agencies, and anyone else who wants their proposals to feel personal without wasting hours tinkering with settings. We'll cover what actually makes a difference in Bidsketch, what to skip, and how to not drive yourself nuts in the process.
Why Custom Branding Matters (But Only Up to a Point)
Let’s get real: most clients don’t care about your fonts. They care that your proposal looks professional, is easy to read, and feels like it’s meant for them. Custom branding helps with that, but the goal is to make your client feel seen—not to win a design award.
Here’s what solid branding in proposals actually does: - Shows you paid attention to their company - Sets you apart from generic template spam - Makes your work look more trustworthy
Overdo it, and you risk looking desperate or wasting time on stuff that doesn’t move the needle. So, let’s talk about what’s worth your effort.
1. Start With the Essentials: Client Logo, Colors, and Name
These three things get you 80% of the way there. If you rush past them, your proposal will look like it came from a robot.
How to do it in Bidsketch: - Client Logo: Upload your client’s logo in the proposal editor. Bidsketch lets you add it right to the cover page or header. Don’t just drag in a tiny JPEG—ask for a decent PNG or SVG if you can. - Brand Colors: Use your client’s primary color (often from their logo or website) for accents, section headers, or callouts. Bidsketch’s theme settings let you change these easily, but don’t go nuts—one or two colors is enough. - Company Name: Sounds obvious, but double-check that your client’s name is all over the proposal—cover page, intro, even in section titles like “How [Client Name] Will Benefit.”
Pro Tip: Ask for your client’s brand guidelines early. Most businesses have them, even if it’s just a PDF with logos and color codes.
2. Use Bidsketch Templates Wisely (and Don’t Be Afraid to Customize)
Bidsketch comes with proposal templates that save time, but most look generic out of the box. Don’t trust them blindly.
What works: - Pick the template closest to your client’s industry or style. - Edit section titles and language so it sounds like you’re talking to them, not to “Dear Sir or Madam.” - Trim out any fluff or boilerplate you wouldn’t say in a meeting.
What to avoid: - Using the default template without tweaks. Clients can spot a cookie-cutter proposal a mile away. - Over-customizing with fonts and layout unless you’re a designer. Bidsketch’s built-in fonts are fine—don’t waste an hour fiddling.
Pro Tip: Create a few “base” templates for your main client types (e.g., tech company, local business, nonprofit) and tweak from there.
3. Add Client-Specific Content and Examples
This is the real secret sauce. A proposal that talks about your client’s actual needs and references their business stands out, even if the design is basic.
How to do it in Bidsketch: - Use dynamic fields (like [Client Name]) to automatically insert their info across your proposal. - Include a section with a short blurb on their recent project, campaign, or a challenge they’re facing. - Add testimonials or case studies from similar clients if you have them.
What to skip: - Generic “About Us” sections that don’t connect to the client’s world. - Lists of services they didn’t ask for.
Pro Tip: Reference something specific from your last call or email (“As discussed, redesigning the onboarding process will help reduce support tickets…”). It shows you listened.
4. Control the Details: Fonts, Spacing, and Layout
Let’s be honest—most clients don’t care if your font is Arial or Open Sans. But basic readability matters. Bidsketch gives you some control, but don’t get lost in the weeds.
What matters: - Use a clean, legible font (stick with Bidsketch defaults unless you have a good reason). - Make sure there’s enough white space—cramped proposals look amateurish. - Keep section headers clear and consistent.
What doesn’t: - Custom fonts you have to upload or hack in (most clients won’t notice). - Wild color combinations or background images that distract from the content.
Pro Tip: Download a test proposal as a PDF and open it on your phone and laptop. If it’s hard to read or the logo looks pixelated, fix it before sending.
5. Preview and Personalize the Cover Page
First impressions count. The cover page is the only “designy” part most clients will notice, so don’t mail it in.
Best practices: - Feature the client’s logo and name front and center. - Use their main brand color for the title or border. - Add a short, client-specific tagline or project name (“Brand Refresh Proposal for Acme Co.” beats “Proposal”).
What to avoid: - Overloading the cover with your own branding. - Stock photos or generic icons unless they’re really on point.
Pro Tip: If your client’s branding is minimalist, keep your cover page clean. If they’re more playful, add a splash of color or a subtle graphic.
6. Tweak Your Own Branding—But Don’t Overshadow Theirs
Yes, you want your company to look professional too. But remember: this is their show, not yours.
What works: - Add your logo and contact info to the footer or a “Contact” section. - Use your brand colors for secondary accents only (if at all).
What to avoid: - Mixing your branding with the client’s on the cover page. - Making your logo bigger than theirs.
Pro Tip: If you’re sending proposals for multiple brands or as a white-label service, Bidsketch lets you switch out your own branding per proposal. Use it, but keep it subtle.
7. Automate What You Can, But Always Double Check
Bidsketch has tools for automation—dynamic fields, reusable sections, client profiles. Use them to save time, but don’t trust automation blindly.
How to automate safely: - Set up client profiles with logo, brand color, and contact info. - Use proposal variables for client names, company info, and project names. - Save commonly used sections (like pricing tables or timelines) and drop them in.
What can trip you up: - Typos in dynamic fields (“Hi [Client Nmae]”—ouch). - Old logos or outdated info in a reused proposal.
Pro Tip: Always preview the final proposal before sending. Small mistakes can ruin the personal touch you worked so hard on.
8. Skip the Fluff, Focus on Clarity
It’s tempting to copy-paste extra “about us” pages or add fancy graphics, but most clients just want to know: What are you offering, how much, and why should they care?
What works: - Clear, scannable sections (problem, solution, timeline, pricing). - Short, direct language.
What doesn’t: - Long intros about your “mission” or “vision” (unless the client asked). - Distracting animations or interactive widgets—Bidsketch proposals are usually PDFs or web pages, so keep it simple.
Final Thoughts: Keep It Simple, Iterate as You Go
Customizing client branding in Bidsketch proposals isn’t about perfection. It’s about making your client feel like you understand them and you’re not just blasting out the same doc to everyone. Start with the basics—logo, color, name—then add a few personal touches. Skip the design rabbit holes and focus on content that actually lands deals.
As you work with more clients, refine your templates. Notice what gets a positive reaction, and don’t be afraid to cut what doesn’t. Branding matters, but clarity and substance win every time.