Branding
Brand Identity Basics for Startups
By Kavin P · · 1 min read
Understanding brand identity basics for startups helps you look and sound consistent from day one.
Brand identity vs logo
A logo is one piece. Brand identity includes your purpose, personality, voice, colours, typography, imagery and the way you treat customers.
Define the foundations
- Purpose: why the business exists
- Audience: who you serve and what they value
- Positioning: how you are different
- Personality: three words that describe your brand, such as friendly, clear and reliable
Build the visual system
- Logo with clear-space and minimum-size rules
- Colour palette with accessible combinations
- Two fonts for headings and body text
- Photo and icon style
- Templates for social posts, presentations and documents
Write the voice
Choose how you speak: formal or casual, short or detailed. Give examples of phrases to use and avoid. Read the brand voice guide.
Create a one-page guideline
Keep it short so people actually use it: logo, colours, fonts, voice and a few do and do-not examples.
Apply consistently
Use the same identity on your website, social profiles, packaging and email.
Evolve with evidence
Review the brand yearly and adjust when your business changes.
See my branding projects or talk to me about an identity for your startup.
Frequently asked questions
What is the difference between branding and a logo?
A logo is one visual element. Branding includes voice, values, design and customer experience.
When should a startup create a brand identity?
Early, even in a simple form, so everything you publish feels consistent.
Do I need a brand guideline?
A one-page guide is enough to keep everyone consistent.
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