The Growing Business Brand Checklist

As businesses grow, more people touch the brand: new staff, suppliers, printers, social media helpers and agencies. Without a clear system, things start to drift. Fonts change, colours vary, the tone gets inconsistent, and slowly the brand loses its strength.

Here’s what a complete identity should include.

Foundations

• Positioning statement – Who you serve, what you offer and why you’re different
• Brand values – What you stand for, in practical terms
• Target audiences – Who you’re talking to

Visual identity

• Logo suite – Primary, secondary and icon versions
• Colour palette – Primary and secondary colours with exact codes (CMYK, RGB and HEX)
• Typography – Heading and body fonts, plus web-safe fallbacks
• Graphic elements – Patterns, shapes, icons or illustration style
• Photography style – What your images should and shouldn’t look like

Verbal identity

• Tone of voice – How you sound, with examples
• Key messages – Core phrases and taglines
• Words to use and avoid

Guidelines and templates

• Brand guidelines – How to use it all correctly
• Templates – Social posts, presentations, documents and email signatures
• Asset library – All files in one easy-to-find place

How did you go?

If you ticked fewer than half, your brand is probably more fragile than it looks. The good news: you don’t need to do everything at once. Start with the foundations and guidelines, and the rest follows.

CTA: Want help filling the gaps? → Talk to us about your brand