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Brand Basics Checklist
Everything a small brand needs, on one page
How to Use This Checklist
Work top to bottom. Each section builds on the one before. You don't need everything on day one: the Essentials column marks what most small businesses should have first. The rest can come as you grow. Tick each box as you finish it.
1. Foundations
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Business name chosen and checked (domain, social handles, and a quick search of your local trademark database) | ★ | |
☐ | One-sentence description: what you do and for whom | ★ | |
☐ | Ideal customer described in a short paragraph | ★ | |
☐ | Three brand personality words (plus what you're not) | ★ | |
☐ | Brand promise: what customers can always count on | ||
☐ | Mood board of 15–20 reference images |
2. Visual Identity
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Primary logo | ★ | |
☐ | Logo icon / profile-picture version | ★ | |
☐ | Logo in black, white, and color versions | ||
☐ | Logo files exported as vector (SVG/PDF) and PNG with transparent background | ★ | |
☐ | Color palette: primary, secondary, accent, neutrals, with hex codes | ★ | |
☐ | Text and background colors checked for readable contrast | ★ | |
☐ | Heading font and body font chosen (licenses checked) | ★ | |
☐ | Simple type hierarchy (heading, subheading, body sizes) | ||
☐ | Photo or illustration style described in a few words |
3. Voice
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Short bio (under 150 characters) | ★ | |
☐ | Longer "about" paragraph | ★ | |
☐ | Words and phrases you use / avoid | ||
☐ | Sample caption that sounds like your brand | ||
☐ | Email sign-off and greeting style |
4. Online Presence
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Domain name | ★ | |
☐ | Simple website or link-in-bio page with what you offer and how to buy or contact | ★ | |
☐ | Professional email address on your domain | ||
☐ | Social profiles with matching handle, profile picture, and bio | ★ | |
☐ | Social post and story templates in brand colors and fonts | ||
☐ | Business listing on maps/search (if you have a physical location) | ||
☐ | Favicon (the small icon in browser tabs) |
5. Everyday Materials
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Email signature with logo and links | ★ | |
☐ | Invoice and quote template in brand style | ★ | |
☐ | Business card (digital or printed) | ||
☐ | Price list or menu | ||
☐ | Presentation / pitch deck template |
6. Products & Packaging (if relevant)
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | Product labels with required information for your product type and region | ★ | |
☐ | Packaging that reflects your colors and personality | ||
☐ | Thank-you card or insert | ||
☐ | Consistent product photos (same background, lighting, angles) | ★ | |
☐ | Stickers, tape, or stamps for branded touches |
7. Consistency
✓ | Item | Essential? | Notes |
|---|---|---|---|
☐ | One-page brand guide (logo, colors, fonts, voice, imagery) | ★ | |
☐ | All brand files organised in one shared folder | ★ | |
☐ | Folder named clearly: Logos / Colors / Fonts / Templates / Photos | ||
☐ | Brand guide shared with anyone who designs or writes for you | ||
☐ | Yearly brand review in the calendar |
The Quick Consistency Test
Put five things side by side: your website, your latest social post, your email signature, your packaging or invoice, and your profile picture. Ask:
[ ] Do they use the same logo version?
[ ] Do they use the same colors?
[ ] Do they use the same fonts?
[ ] Do they sound like the same brand?
[ ] Would a stranger recognise them as one business?
If you answered "no" to any, that's your next fix.
Where to Start If You're Overwhelmed
Write your one-sentence description and three personality words.
Pick your colors and two fonts.
Make a simple wordmark logo using your heading font.
Update your profile pictures and bios.
Make one social post template.
That's a real brand. Everything else can grow from there.
Progress Tracker
Section | Essentials done | All done |
|---|---|---|
1. Foundations | ☐ | ☐ |
2. Visual identity | ☐ | ☐ |
3. Voice | ☐ | ☐ |
4. Online presence | ☐ | ☐ |
5. Everyday materials | ☐ | ☐ |
6. Products & packaging | ☐ | ☐ |
7. Consistency | ☐ | ☐ |
Sample product from a Fora-made demo creator page. For trademark questions, consult your local trademark office or a legal professional.
What you get
- 5-page PDF guide
- Foundations
- Visual Identity
- Voice