What brand assets does a small business need to get started?

Starting a small business is exciting, but it can also feel overwhelming - there’s a lot to think about. If branding isn’t your area of expertise, don’t worry. I’ve put together a simple, no-nonsense list of essential brand assets to consider that will help you get up and running.

Visual identity assets

These elements shape how your brand looks and feels:

1. Logo - A primary logo plus variations (e.g. stacked, icon-only, black & white).

2. Colour palette – A set of brand colours for consistency across all materials.

3. Typography – A selection of fonts for headings, body text, and accents.

4. Brand patterns & graphics – Custom shapes, textures, or patterns to add personality.

5. Photography & imagery – A style guide for brand visuals, including headshots, product shots, and stock images.

6. Icons & illustrations – A set of custom or consistent icons for your website, social media, and presentations.

7. Brand guidelines – to ensure your brand is being used consistently.

Messaging & tone

This is how you tell your brand story and connect with your audience:

1. Brand story – A compelling narrative about your "why."

2. Mission & vision statements – Clearly defining your purpose and long-term goals.

3. Brand voice & tone guide – Guidelines on how your brand communicates (e.g. friendly, professional, bold).

4. Tagline – A short, memorable phrase that captures your brand’s essence.

Marketing & digital assets

Your online presence and customer touch points:

1. Website – A well-designed site with essential pages (Home, About, Services, Contact). If you don’t need a website initially to sell products or services, this can come later. Lots of businesses set up with just social media accounts only.

2. Business email & domain name – A professional email plus buy your website domain name early even if you don’t intend to build a website right at the start. You don’t want to get a year down the line and realise the domain name you want isn’t available.

3. Social media profiles – Branded profile and cover images, bios, and content templates.

4. Email signature – A branded email footer with your logo and contact details.

5. Marketing materials – Business cards, flyers, brochures, and presentations.

Other Essentials

If applicable to your business, don’t forget:

1. Packaging & labels – Branded product packaging.

2. Branded templates – I can supply branded Adobe Express templates for social media which make content creation quick and easy.

Not sure where to start? I can help you prioritise and refine these assets to fit your business needs! Let’s make your brand stand out.