Everything a Small Business Needs for a Strong Visual Identity

If you’re just starting out — or trying to get your business to look more "put together" — the world of branding can feel... a bit much. Here's a simpler breakdown. These are the basics that will make you look confident, consistent and credible across everything you do.

1. A logo that works in real life
Not just something that looks good on your laptop. It should be readable at small sizes, adaptable for social media, and usable in black & white.

2. A colour palette
Enough to give variety, but not so many that it looks like a game show. Three to five colours that feel right for your brand tone.

3. Font choices
One for headlines, one for body text. That’s usually enough. Pick something legible, and avoid anything that looks like it came from a haunted wedding invite.

4. Templates for things you actually use
Instagram posts, menus, flyers, pitch decks — whatever you regularly need, get a few templates made so you can look consistent without reinventing the wheel each time.

5. Some signage or real-world assets
Even if you’re digital-first, physical touchpoints matter. A clean A-board, a well-designed leaflet, or even a sharp-looking coffee loyalty card can say more than you think.

6. A short brand guide (not a novel)
Keep it lean: colours, fonts, logo do's/don'ts, tone of voice pointers. Enough that someone else could take your brand and keep it consistent.

With these pieces in place, you're not "winging it" anymore. You’re building something solid.