Branding for small businesses: five things to settle first

Many people think branding means a nice logo. The logo matters, but it's only one part. The real brand is how customers remember your business.

1. Write down who you're for

"For everyone" really means for no one. Write one paragraph on who your ideal customer is, what their problem is and how you solve it. Every other decision follows from that.

2. Two or three colours, no more

One main colour, one supporting colour and a dark colour for text. Use the same ones everywhere and people will recognise you from a distance.

3. Make the logo readable when small

Your logo will appear in a tiny Facebook profile circle, the corner of a package and a browser tab. Too much detail disappears at small sizes.

4. Pick a way of speaking

Do you talk like a friend or like a professional? Keep the same tone in posts, inbox replies and packaging copy.

5. Keep a short guideline

Write down on a page or two where the logo goes, and which colours and fonts to use. When a new designer or staff member joins, the brand stays the same.

Settle these five early and every later design and marketing decision gets much easier.