When an agency, coach or course creator delivers white-label products to a client, small misunderstandings about words can turn into big misunderstandings about scope. One person hears “source files” and expects layered design files; the other means a PDF. One person hears “done-for-you funnel” and expects ad management; the other means pages and emails.
This glossary covers the terms that come up most often in client branding work. It is written so you can share it with clients or adapt it for your own onboarding documents. Definitions describe how the terms are commonly used in this kind of work; your contracts and the license that came with each product always decide what a term means for a specific project.
Product and License Terms
White-Label Product
A finished product, such as an ebook, workbook, slide deck, planner or email sequence, created by one business so that another business can publish it under its own brand. The product is designed from the start to have its branding replaced.
PLR (Private Label Rights)
Content sold with a license that lets buyers edit it and, depending on the terms, use or sell it under their own name. PLR and white-label overlap, but license terms differ widely between providers. For a full comparison of PLR, master resell rights and resell rights, see our sister site’s guide, PLR vs MRR vs RR: What Each License Usually Lets You Do.
License Scope
The set of things the license allows: for example, whether you may use the product in client work, whether a client may resell it, and whether the files may be shared in editable form. Before you plan a client project, confirm that the license permits use on behalf of clients, not only for your own business.
Done-for-You (DFY)
A product or service delivered ready to use, with little setup required from the client. In white-label work, “done-for-you funnel” usually means a set of prewritten pages and emails that you rebrand and install for a client.
Files and Branding Terms
Source Files (Editable Files)
The working files you edit: Word or Google Docs files, PowerPoint or Keynote decks, Canva designs, or layered design files. Agree in writing which source files the client receives at the end of a project, because some clients expect them and some licenses limit how they may be passed on.
Export Files
The finished, usually non-editable versions you publish or hand over, such as PDF for documents, PPTX for decks or PNG for graphics.
Brand Kit
The client’s logo files, color values, fonts, voice notes and image style, collected in one place before any rebranding starts. We cover building one in Build a Client Brand Kit Before You Rebrand White-Label Products.
Theme
In Microsoft Word and PowerPoint, a theme is a saved set of colors, fonts and effects. Microsoft’s help pages explain that a custom theme can be saved as a .thmx file and reused, which makes it a practical way to apply one client’s brand across several products (as of October 2026).
Metadata (Document Properties)
Information stored inside a file rather than on the page, such as title, author and subject. Adobe’s Acrobat help describes how to view these fields under File > Properties. Metadata often still carries the original creator’s details, so it belongs on every rebranding checklist.
Delivery and Email Terms
Deliverable
Any item the client receives under the agreement: a rebranded ebook, a funnel installed on their platform, a folder of export files. List deliverables individually in your proposal or statement of work.
Handoff
The point at which files, logins and responsibility pass to the client. A clear handoff includes a file list, account access notes and what support, if any, continues afterward.
Sender Domain and Email Authentication
When you set up email sequences for a client, messages should be sent from the client’s own domain. Google’s email sender guidelines require all senders to Gmail accounts to set up SPF or DKIM authentication, and senders of more than 5,000 messages a day to also set up DMARC and offer one-click unsubscribe (as of October 2026). These are technical settings on the client’s domain, so decide early who will configure them.
Retainer
An ongoing arrangement in which the client pays a recurring fee for a defined amount of work, such as monthly rebranded content. It is separate from a one-time project fee.
How to Use This Glossary
- Add the terms that matter to your projects to your proposal template, with your own definitions.
- Walk new clients through “source files,” “export files” and “handoff” before work starts.
- Revisit definitions when you add a new product type, such as courses or funnels.
Shared vocabulary does not replace a written agreement, but it makes the agreement easier to write and easier for the client to read.
More White-Label Guides
- How to Rebrand Course Slides for a Client in Google Slides
- Who Owns a White-Label Deliverable? Copyright Basics for Agencies and Clients
- Pricing White-Label Client Packages: Flat-Fee, Tiered and Retainer Models