Branding for Small Businesses

Congratulation on finding this checklist. It's your golden ticket to glow up your brand.

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Step One: Know Your Origin Story

Before you throw your name on a logo and call it a day, pause for a sec. What’s the real story behind your business? Why did you start it? What problem are you solving? Your “why” is the heartbeat of your brand—the thing people will vibe with just as much as (if not more than) your product or service.

Actionable Tip: Write your business’s origin story in 2-3 sentences. Be real, be authentic. People can sniff out bullshit from a mile away.

Step Two: Define Your Brand Personality

Who are you? The bougie brunch spot? The cozy café? Or the street-wear brand that’s a little rough around the edges? Your brand personality is the essence of who you are. It’s what makes people feel like they get you, and it’s rooted in your origin story.

Actionable Tip: Imagine your business as a person. How do they talk? How do they dress? Are they strutting or strolling down the street? Choose 3-5 words that describe your brand.

Important Note: Keep your brand personality consistent everywhere. No one trusts a brand with an identity crisis.

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Step Three: Identify Your Stalk Holders

‍ Let’s be real, you can’t be everyone’s favorite brand. You have to pick your crowd. Get specific, because when you know who you’re talking to, you can speak their language.

• Things to consider:

  • Who are they? (Age, location, vibes)

  • What do they care about? (Saving money? Sustainability? Feeling seen?)

  • How can you make their life easier or better?

Actionable Tip: Craft a detailed profile of your ideal customers. What do they love? What keeps them up at night? And, most importantly—how do they actually talk? This is your chance to get inside their head and make them feel seen. The work doesn’t stop there. Craft a detailed profile of your supporters, future employees, and potential business partners. They all indirectly effect your brand. Treating them right can help you reach unimaginable heights.

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Step Four: Nail Your Messaging‍

Are you more "straight talk, no chaser" or "friendly and full of heart"? However you talk to your customers, make sure it’s consistent everywhere—from your website to your Instagram captions.

• Checklist:

  • Tagline. Keep it short and snappy.

  • Mission & Vision. Why are you here? What’s the dream? Spell it out, but make it spicy.

  • Core Values. These are your core beliefs. Keep them front and center.

Actionable Tip: Write a list of phrases you’d say and ones you’d never say. For example, "Hey fam" might be on-brand, but "To whom it may concern" is probably not.

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Step Five: Craft Your Visual Identity‍

People are judging your business by its cover. Your visuals need to scream “I’ve got my life together,” even if you’re building as you go. Your logo, colors, fonts—they all play a part in this because they are the face of your brand. Every element needs to reflect your vibe and tell your story without you saying a word.

• Checklist:

  • A logo (your crown jewel). Make sure it’s clean, versatile, and iconic enough to look good everywhere. When in doubt, go with a nice typeface and build the rest as you go.

  • A color palette that feels you. Choose a palette that speaks to your brand. Find your three neutrals, two accents, and stick to them (Google "color psychology" if you’re stuck).

  • Fonts that match your voice. Choose one font with multiple weights to start. Remember to keep it readable.

    
    

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‍Step Six: Become Searchable‍

If people can’t find you, do you even exist? Claim your space in the market. Whether it’s a Google My Business listing, a Yelp page, or a shout-out in the local paper, you’ve got to make yourself searchable and visible. Own your corner of the internet—and beyond.

Actionable Tip: Set up profiles on platforms your audience actually use. Got a restaurant? Yelp is a must. Selling products? Make those Google listings shine. Whatever your space, plant your flag and let people know where to find you.

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Step Seven: Build Your Brand Online‍

Your website and social media are basically your storefront. They need to look sharp and work even sharper. No one’s sticking around for a clunky site or blurry Instagram posts.‍

• Checklist:

  • A website that’s mobile-friendly (because everyone’s on their phone).

  • Clear call-to-actions (CTA’s) like "Book Now" or "Shop the Collection."

  • Consistent handles and branding across all platforms.

  • Templates for social media so everything looks polished and on-brand.

Actionable Tip: Be active and schedule your post in advance, but don’t spread yourself too thin. Pick 2-3 platforms you can dominate.

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Step Eight: Create a Brand Experience‍

Branding isn’t just about looking cute online—it’s about how people feel when they interact with your business. Think about how your brand would “host a party” and bring that same energy to every interaction.

• Checklist:

  • Make your website smooth and easy to navigate. (Nobody wants to play Where’s Waldo for your contact info.)

  • Go above and beyond with packaging or customer service. Even the smallest touches can leave a big impression.

  • Create moments that your audience can’t wait to share. Think fire products or a clever campaigns.

    
    

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‍Step Nine: Stay Consistent

The secret sauce to a strong brand? Consistency. It’s not about being perfect—it’s about showing up the same way, every single time. Whether it’s your logo, tone, or Instagram feed, your audience should always know it’s you.

Actionable Tip: Use a brand guideline document to keep things on track. Think of it as your cheat sheet for everything—from colors to tone. It keeps your branding tight, no matter who’s running the show.

Step 10: Evolve, But Stay True 

Let’s be real, trends come and go. Your brand doesn’t need to hop on every bandwagon, but it does need to grow with the times. Pro Tip: Think of your brand as a long-term relationship. Show it love, put in the work, and it’ll grow stronger with time.

• Things To Consider:

  • Give your branding a refresh every few years to keep it looking fresh and relevant.

  • Pay attention to what’s hitting and what’s not. Pivot when necessary, but don’t lose your identity.

  • Stay rooted in your "why." Trends come and go, but authenticity? That’s forever.

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Don't Forget: Get Feedback (and Be Ready to Pivot)

New Yorker’s are blunt, and you should be too—especially with yourself. Ask your customers what’s working and what’s not. If something’s not landing, adjust.

Actionable Tip: Send out quick surveys, throw up a poll on Instagram, or ask your regulars face-to-face. Listen to what they’re saying because feedback is pure gold. The better you adapt, the stronger your brand becomes.

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Reminder to Celebrate Your Wins

This one’s simple: Don’t forget to celebrate. Whether you hit your first 100 customers or nailed a big collaboration, take a moment to recognize your hard work. Celebrating the small wins keeps you motivated and reminds you why you started in the first place. Plus, you’ve earned it. 💫

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Branding your small business doesn’t have to feel like a whole production. With this checklist, you’re equipped to slay the game and make your mark. Remember, branding is all about showing up as your best self, owning your lane, and making people feel something when they interact with your business. So go ahead, build that empire. And when you do, believe me, the world will notice.

You’ve gotten this far so you deserve a reward. Check out my business checklist notion template (It's free)!