I always preach that branding isn’t just about having a logo… So then, what IS a brand identity made up of? I want to expand on this idea by sharing these SEVEN branding tips for small businesses.

Here are SEVEN key pieces to your brand identity that you NEED in your business (in addition to your logo):

1. At least two variations on your main logo for other uses

Trying to market your business with no brand identity other than JUST one logo will only set you up for failure. Why? One logo simply will not fit all scenarios and applications you will encounter in your business.

For example, think of all of the platforms that require a circular (or 1×1 ratio) image for a profile picture. There’s Instagram, LinkedIn, Gmail and Google Business Manager, and just about any service you use in your business. If you’re using a logo there, it should be round. BUT the logo at the top of your website should typically be horizontally oriented (although of course there are exceptions!).

Then, imagine all of the print materials, marketing, products, business cards, merchandise, contracts, and digital applications you’ll where you’ll want to utilize your branding in the future of your business. If you think one logo will work for all of those purposes, think again.

It’s vital to have a few variations on your main logo that echo the same look and feel to keep a consistent brand identity throughout all media for your business. I wrote more about this topic in this post!

2. A color palette that reflects the personality of your brand

Color is such a strategic (and fun) part of your brand identity. Color psychology teaches us some interesting things about how we perceive brands based on color alone. 60% of people accept or reject new products based on color, and 62%-90% of initial impressions are based on color alone (source).

So, choosing colors for your brand isn’t just about what colors you like. Your colors should attract your target audience and speak in the language of your brand.

Having a strategic color palette chosen also helps maintain consistency in all areas of your business. It removes the guess work of designing for your business in the future, whether it’s your website or customizing Canva templates for your social media. This is also why you should never have too many or too few colors as a part of your color palette (I usually choose six).

Your brand’s color palette will help keep your brand identity consistent so you stand out in your customers’ memory and build trust. It’s probably my favorite part of the branding process, and using it strategically is one of my BIGGEST branding tips for small businesses. Don’t use color to blend in — use color to position your business to stand out.

3. A curated selection of imagery, photography, graphics, icons, patterns, or textures that align with your brand’s aesthetic

Visuals are an overlooked part of establishing your visual identity. Many of my clients work in creative or visual fields that simplify this. But for others, it isn’t a given that your visuals will be consistent and speak for your brand.

That’s where brand imagery comes in. I highly encourage all my clients to get professional branding photos taken, because they are the perfect pairing to your visual brand identity. But there are also visual elements like stock images (well-curated and NOT corny ones, please), texture, patterns, and illustrations that can build the feeling of your brand identity. These elements shouldn’t be forgotten because they elevate your brand from just a logo to an all-encompassing experience.

4. A strategic and consistent typography kit

Every font has a voice. Spotify just changed their font and as an avid Spotify user, the shift has been… jarring for me. Obviously I’m hyper-aware of these kinds of things, but seriously, even though it doesn’t look like a big change on the surface, it gives a noticeably different feel to the experience of using their app.

Typography is so vital because it gives subconscious cues to what your brand’s vibe is. Is your typography sleek and modern, editorial and eclectic, flowy and whimsical? Most importantly, it should always be readable and used with care — some basic tips on that are listed in point #2 of this post.

Typography is used EVERYWHERE in your business, from your website to your graphics, so it shouldn’t be ignored and it should always be consistent, when possible.

5. A consistent brand voice, aka the way you communicate with your audience

One big mistake I see small business owners making is being inconsistent with the way that they write. Whether your voice is inspirational, authoritative, casual, or vulgar, the most important thing is that it should feel authentic to YOU — that is, if your brand is a personal brand. If it isn’t, it should still follow some rules that you set for how you communicate.

Think about the way that you write emails. What’s the personality of the way you write? Do you use emojis? And if so, which ones? Do you swear? Are you friendly? Are you direct? Are you poetic? How many exclamation points do you typically use?

When you begin with establishing the voice of your brand, you’ll avoid identity crises in the future when you’re writing, speaking, or otherwise communicating to your audience. Even though it’s not visual, it’s all a part of the greater experience that makes up branding.

6. A detailed description of your ideal customer or target audience

I encourage all of my clients to write a profile of their target customer (or two, or three, or more) as if they were a real person. What is their age/sex/location/occupation? What do they do for fun? What is their favorite color? What do they wear? What brands do they love?

These questions inform how you communicate and how you show up in your brand. The reason why is simple — this is your audience. Show up the way they want you to. Speak directly at their pain points, using the same wording they would use. Identify yourself with them, get on their level, and put yourself in their shoes. When you know your audience, the rest of your brand strategy will fall into place.

7. A clearly outlined mission statement and values

I put this tip last, but it should probably be #1 because it comes first, and it’s #1 of my branding tips for small businesses. If you take one thing from this post, let it be this — please don’t try to market your business without knowing your “why” first. All of the important things about the look, feel, and vibe of your brand will flow from this. In fact, your branding voice and visuals should actually be inseparable from your mission statement.

Knowing your audience is so important, but first you have to know who YOU are, and why you’re doing what you’re doing. This is key to having an authentic, mission-driven business, and it will be the thing you come back to on hard days in your business. Hold tightly to that mission statement and do the work to keep it central to your brand.

Do you feel like there are parts of your brand that are missing? Having a brand identity isn’t just about aesthetics — it’s strategic. If you’re serious about your business, use this checklist of branding tips for small businesses to make sure your brand identity is solid before you begin marketing your business.