Branding Checklist For Small Business


So some people ask, “What is Branding?” Steering clear of any cattle, branding in business simply means the identity of a business or product. A well know example would be Kleenex. Kleenex has done such a great job of branding that many people don’t say, “I need a tissue,” but they say, “I need a Kleenex.” Kleenex is the name of the product; but it is now interchangeable with the type of product it is.

A top priority for any business should be to create a unique branded image and protect that image at all times. This means that any time you print business cards, brochures, promotional products, produce videos, post on social media, create custom apparel, or do any other forms of marketing, you should stay consistent with your brand. You have many competitors both locally and online that offer the exact same service, so how do you differ from them?

Below are 3 key points to use as a simple and easy checklist to make sure you are staying true to your branding when doing your marketing.

  1. Always use your logo. Think about how many people know the McDonald’s arches. Better yet, think about how many people DON’T know what the McDonald arches represent. While you may be a small business and your logo won’t be recognized nationwide, it will be recognized within your local business region if you brand it properly. Don’t skew the proportions of your logo and don’t change the colors. Sometimes you have to print black/white and that is okay. The ultimate goal is for people to be able to recognize your logo without having the business name printed below it. That’s successful branding!
  2. Stay true to your company colors. Most companies have certain colors used with their logo and their marketing theme, which is great. When possible, always use the color combination in both your marketing products and when printing your logo. This consistency of color branding reinforces your brand.
  3. Develop a tagline that highlights why your company is different from competitors OR a tagline that is catchy or funny and represents the mood of your company. Always use your tagline on any printed products.

Overall, the main theme to remember in branding is consistency. Always keep a uniform look and make sure your employees understand this as well so your branding comes across consistent in all forms of communication. Over the long term, your branding will pay off big time and your company will have a much better recognition with not only your current clients, but also with potential clients who have yet to use your products or services.

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