A complete guide: Branding for small businesses

Why branding guidelines are important

Starting a small business can be a daunting task, especially if you have an idea but don’t know how to bring your vision to life. It's important to start your small business off on the right foot, which will reduce stress and provide a more seamless experience as your business grows. Once you get busy, it will be difficult to go back and fix the things you didn't do right in the beginning. Going backwards will hinder the success of any business, especially when there are deadlines to meet.

Here's a little backstory: When my business partner and I first started our web agency, Gemify, he was adamant on starting with solid branding guidelines. I didn't understand why it was so important, but I followed his lead (and I'm sure glad I did). The branding for our business is AMAZING - its clear, concise, and provides great structure. Now that we have an extremely busy client schedule, I am glad we started here to say the least. Starting our business with branding guidelines gave us a clear vision of what we wanted. We were able to build our business with an expert level of organization which we have kept to this day. We use our branding guidelines for everything - creating documents, social media posts, blogs, and website updates. We've created a consistent and clear identity with a high level of professionalism, helping us gain leads. Speaking from experience, I believe that creating these guidelines is one of the best things you can do for your small business. I have created an in-depth checklist to help your business reach its goal and allow you to focus on the fun part - turning your vision into reality.

Take a look at any successful business and you'll see that most of the time they have carefully crafted their business from the ground up. These businesses stick out because of how aesthetically pleasing they are. Take a look at Apple, Lululemon, LEGO, and Tesla. Although very different, all of these businesses have clear and concise branding, helping to define their brand. It might not seem like it because of how effortlessly its achieved, but all of these companies do a great job of appealing to their respective audiences. This focused brand identity started somewhere, and that would be with branding guidelines.

Having minimal or unfinished branding will cause many problems. The business will lack consistency and will in no way stand out from the competition. Having firm guidelines about branding will make you shine in the market and showcase the passion you bring to the table. Your business is a reflection of you, so make it look good. No branding means no clarity, and therefore, the business will not be taken seriously. Take the time to make branding guidelines and make them well to ensure success. YOU. NEED. BRANDING. GUIDELINES! Now that that's established, let's dive into it.

Aspects of branding

These are the many aspects that make up the branding of a business:

• Logo
• Color palette
• Typography
• Image choice

We will go over all of these items and look at their importance in detail. They must mesh well with each other to create a cohesive look. Although each item is different, they all carry a lot of weight when it comes to branding. The logo is often one of the most important things. However, when designing the logo, its important to consider all other aspects of branding to ensure compatibility.

Logo

Let's begin with what might be the most intimidating aspect of branding - the logo. There are many different types of logos - some simple and some complex. Take a look at the different types listed below.

• Wordmark logo: this logo type is text-only, often using a stylized or colorful font. Sometimes there are design elements within the text, but often this logo is known for being easily readable and recognizable. Wordmark logos are great for building brand recognition and are a good choice for any type of small business. Most importantly, this logo type is perfect for a brand new small business because it helps with brand awareness. The only disadvantages with Wordmark logos are that they can be hard to design and difficult to make unique, since its just a word. Examples: Google, FedEx, Coca-Cola
• Lettermark logo: this logo type uses just an initial or two of the business' name. It's most useful for long or complicated business names. This logo type is great because it's simple and easy to remember. However, by choosing to use this logo, it can be harder to get your brand's identity across to potential customers. Examples: H&M, KFC, NASA
• Pictorial logo: a lot of creativity can be expressed through a Pictorial logo. You can also show much about your brand through this logo type. Pictorial logos are often simple, yet memorable. The disadvantage to this logo type is that there can be a lot of competition for creating something that is truly unique. Examples: Apple, Target, Instagram
• Abstract mark: unlike Pictorial logos, Abstract marks are totally abstract. This logo type is often made using simple shapes and transforming them into something creative. This logo type might not be suitable for businesses wishing to convey a clear brand message. Examples: Spotify, Adidas, Pepsi
• Combination logo: as the name suggests, this logo type combines both text and graphics. The disadvantage of Combination logos is that they can be harder to create because you are essentially creating two logo types in one. However, depending on your business, this is the type that we would recommend. Examples: PayPal, Burger King, Taco Bell

Visual representation of each of the logos we've discussed.

A note on outsourcing - There are many other logo types out there, but for a small business, these are going to be your best options. Once you've decided on the type of logo you want for your business, you can either outsource it or create it yourself. Outsourcing can be a great option if you don't want to spend a lot of time designing a logo. However, outsourcing can be a bit on the pricey side depending on who you hire. The good thing about outsourcing is that designers usually have a quick turnaround time and provide you with multiple versions and types of your logo. Most times, you just have to share your vision with the designer and they will do the rest. They should provide you with SVG, PNG, and JPEG files of your logo, but do double check this ahead of time. SVG files (scalable vector graphics) are the best files to have your logo in. Search engines (especially Google) are able to read the programming language of SVG files, helping to boost SEO (search engine optimization). SVG files are also way easier to scale, making them the better choice for your logo file when working with a designer. Here are some websites where you can find a freelancer to create your logo:

• Fiverr
• Upwork
• Behance

Always check the designer's portfolio, price, turnaround time, and reviews.

On the other hand, if you wish to create your logo yourself, here are some quick tips:

• Decide what you want your logo to represent
• Choose your logo type
• Use a tool such as Canva (beginner) or Adobe Illustrator (advanced)
• Think big picture
• Keep it simple

Once your logo is done, you're off to a great start. Make sure you really prefect this aspect because it can be difficult to go back and change it later once your business is booming. Whether someone designs it for you or you create it yourself, make sure you are 100% satisfied. Now, let's finishing building your brand.

Color palette

A good color palette is the next important step after the logo. However, if you have a color palette in mind already, feel free to use this to create the logo. These two steps are interchangeable and you can use one to help inspire the other. There are a few different color palette options that we're going to explore, which can be inspiration for you. Take a look below.

Quick tip: think about choosing one color you really like for your business and then building a color palette around that color.

• Monochromatic palette: this palette only uses variations of one color to create a modern and sophisticated look.

This palette type is great for small businesses relating to digital art or home decor.

• Analogous palette: this palette utilizes colors next to each other on the color wheel to create a calm and unified look.

An Analogous palette is perfect for any small business aiming to provide a sense of tranquility and calm such as a yoga studio or naturopath.

• Complementary palette: uses colors on opposite sides of the color wheel, creating a look of high contrast and vibrancy. If using this palette, it is important to choose colors that complement each other and don't clash.

From these colors, we see that the shade of blue and the shade of orange are complimentary, and that the shade of red compliments the shade of green. This would be ideal for any small business with a big concept and is seeking vibrancy and uniqueness.

• Neutral palette: utilizes neutral colors such as black, white, grey, beige, or brown. Usually, there is another non-neutral color added to bring a pop of color. This palette is minimalistic and classy.

This palette is an awesome choice, especially if you have a color in mind that you want to showcase. Ensure you choose the neutrals according to your main color choice.

There are many other more complex color palette options, but these are great places to start. It's a good idea to experiment with different ideas in order to choose your favourite and one that suits your small business best. Some color palettes will fit right in with your business type, such as warm and cool palettes. See below.

Warm color palettes are perfect for small businesses cocerned with food, providing children's services, or sell household products.

Cool color palettes exemplify wealth and longevity. This is one of the most successful palettes that can be used.

Pastel color palettes have a calming look and are perfect for businesses in the wedding industry or baking industry.

An Earthy palette is best suited for businesses dealing with the environment and overall wellbeing.

Here are some things to keep in mind after you've looked over the color palettes:

• Color palette is just the starting point. Once you have chosen your palette, you will need to extend it to include neutral and complementary colors that go with your palette. Your brand colors should encompass all the colors you need for your business, including font colors. Make sure you have a good selection of neutrals to go with your brand colors as well.
• Make sure the logo and color palette go together. Ensure there are no doubts when looking over the logo and brand colors as these two are the foundation for the branding guidelines.
• Include many colors in the palette. As long as all of the colors go well together, have a lot in the palette. The more options, the better. We will take a look at our branding colors later on as an example. We have a monochromatic palette with a lot of neutrals, which has kept us prepared for all aspects of the business. Yes, this means even choosing a primary font color.
• Organize the palette. This step is important to ensure that you and your team have consistent branding as business progresses. Again, we will go over how to do this when we showcase our branding below.

Typography

Typography is a very important aspect of branding for small businesses. A well-chosen font will enhance the feel of your business to make it look professional and well thought-out. A good font will make your business stand out from the competition by giving a polished and defined look. Lacking a proper font can lead to no elegance, no legibility, or clutter. So how do you choose a good font? Let's take a look at different fonts.

• Serif fonts: very traditional-looking and have a respectable appearance. These fonts are often used by institutions to convey professionalism and reliability. Examples: Times New Roman, Palatino, Georgia
• Sans-Serif fonts: differ from Serif fonts because they don't have the little "feet" at the end of each stroke. Sans-Serif fonts are still classics, but have a more clean and modern feel, perfect for digital businesses. Examples: Arial, Helvetica, Veranda
• Slab Serif fonts: thicker than Serif fonts and are more block-like. This font type is great for small businesses making bold statements. Examples: Sentinel, Adelle, Clarendon
• Script fonts: very elegant and similar to handwriting. These fonts are decorative and showcase creativity. This is perfect for small businesses wanting to demonstrate uniqueness. Examples: Pacifico, Golden Hopes, Gista Danes
• Monospaced fonts: use letters that occupy the same amount of horizontal space. This font style is often used for programming and code, however, if you're going for a vintage, typewriter vibe, this can be a great choice. Examples: Courier, Space Mono, Maison Mono
• Handwritten fonts: similar to Script fonts, except that Handwritten fonts have a more organic look with more imperfections. These fonts have a very artistic and relatable feel, perfect for small businesses wanting to form a personal connection with their customers. Please caution that these font types can sometimes be less legible. Examples: Bradley Hand, Caveat, Patrick Hand
• Modern fonts: very popular right now because of their clean and versatile style. This font type is perfect for any small business and can be a great choice for logos as well. Consider using this font type if your business includes technology, cryptocurrency, or design. This font type is often used by popular companies including YouTube and Adobe. Examples: Carbon Nuvo, Kinfolk, Welland
• Vintage fonts: perfect for retro designs. These fonts look classic and modern at the same time, giving the whole business a very unique look. Examples: College Block, Pressbox, Rueban
• Geometric fonts: quite simple, but the letters are derived from geometric shapes such as triangles and circles. This font type is sleek and looks minimal. Examples: Gotham, Futura, Roboto

We've given you many fonts to consider - some are basic and others more creative. Experiment with different font types to find the one that suits your business best. Its important to think about the overall aesthetic you're trying to achieve. Also make sure that your font goes well with your logo and brand colors. Once you choose a font, you should create a document with heading, subheading, and body font sizes. I will show an example of this in our branding guidelines below. This will help keep all of your fonts uniform across multiple platforms. Don't forget that you can also choose a few different font options as long as they all go together and add to the branding of your business (consider using one font for headings and another for body text).

Image choice

Image choice is a big part of branding for small businesses. Some businesses would prefer to have animated images for a more playful feel, while others might want real images for a more personable and relatable feel. Sometimes, you can even use a combination of both. The images can be used on websites, business cards, social media, and more. However, its important to ensure uniformity across all platforms. If you want to showcase your product or service, consider using real-life images so that customers can clearly see what you're selling. It's a good idea to make sure that your images are high resolution and good quality. On the other hand, if you are selling something technology or design-related, consider animated images that fit the aesthetic while also showing off your skill set. Depending on the type of business, you might not even choose to use images at all. If you are the face of your brand, consider getting professional headshots done or use a selfie to be more personable. Finally, also think about using a blur or colored filter across all of your images to tie them all together. This will create a great brand identity.

Putting it all together

Now we will be putting together everything we've done so far - logo, color palette, font, and image choice. If you're feeling stuck on any aspects, its a good idea to look at your competition for things you like and things you don't like.

Every aspect of you branding guidelines should be kept in a document to remain consistent across all platforms. Having this document will ensure that you and your team are on the same page. Here is what should be included.

• Logo: include all possible versions of the logo that will be used when branding the business (different colored logos, black and white logos, dark and light versions, transparent logos for any background color, Wordmark logos, and Pictorial logos).
• Color palette: include the full color palette with shades as well. Also make sure that the HEX codes are visible under each color which allows the colors to be copied and pasted easily. Finally, indicate which colors are used for what (typography, images, etc.).
• Typography: have many examples of the desired font(s) in different headings, subheadings, and body text. Also indicate the weight and font size.
• Image choice: provide examples of image styles that will be used. Clarify when certain images should be used such as images for the website, images for business cards, and images for social media.

Below we will demonstrate exactly how this should look, by exploring Gemify's own branding guidelines.

Gemify branding guidelines: Our story

Feel free to check out our branding guidelines below to help you build yours.

• Logo:

Four different logo styles (our main logo is the top left). We also have transparent background versions and an all grey version.

• Color palette:

Putting it all together by adding secondary colors that compliment the primaries.

• Typography:

• Image choice:

Notice the grey Gemify logo in the bottom left corner.

Wrap-up

Starting a small business is difficult enough as it is without having to worry about how to brand your business. We hope that these tips and visuals will help you stay organized and bring the vision of your business to life. This is a very tedious process but it will be worth it in the end and your clients will see that. If you are willing to work this hard for your business then your clients will know that you are willing to work this hard for them.

Finally, we want to thank you for reading. If you have any questions or concerns please feel free to reach us by email. Additionally, if you would like Gemify to prepare your branding guidelines in the same way we did ours, please email us at contact@gemify.ca. If you liked this blog, you can also subscribe to our newsletter and follow us on Instagram and LinkedIn, where we are always posting new web and branding content.