Brand identity for small business: more than a logo
A logo is one part of brand identity. Learn what a brand identity includes, which files to ask for and who should own them.
ToBrand team · 5 min read
Part of our complete guide: Digital marketing for small business: a step-by-step guide
Many owners ask a designer for "a logo" and later find their business looks different on every page, poster and social post. The fix is a proper brand identity for small business. A logo is one part of it. This guide explains the difference, what to ask for and what files you should receive.
Logo vs brand identity
A logo is a mark that stands for your business. A brand identity is the full set of rules that makes everything you publish look like it comes from the same place. The logo is the signature. The identity is how you dress, speak and show up.
What brand identity for small business includes
- Logo versions. A main logo, a horizontal and a stacked version, and a small icon for profile pictures.
- Colours. A main colour, support colours and neutral shades, each with exact codes.
- Fonts. One font for headings and one for body text, with clear rules for sizes.
- Usage rules. How much space to leave around the logo, the smallest size, what not to do, and which version goes on dark or light backgrounds.
- Style of images. The kind of photos and graphics that suit you.
- Tone of voice. How you write: friendly, formal, short, detailed.
The rules are often collected in a short brand guide, sometimes only a few pages. That is enough for a small business.
Why it matters
Customers trust what looks consistent. When your signboard, website, invoice and Instagram all match, you look established. It also saves money later. A new designer, printer or website developer can follow your guide instead of guessing.
Which files to ask for
Before you accept a logo, check that you receive:
- Vector files (SVG, AI, EPS or PDF) that can be enlarged to any size, such as for a hoarding.
- PNG files with a transparent background for websites and social media.
- JPG files for quick everyday use.
- Versions in full colour, single colour, black and white.
- Light and dark background versions.
- The colour codes (HEX for screens, CMYK for print) and the font names.
If you only get a single small JPG, you will struggle the first time a printer asks for a file.
Who owns it?
Ask this before you pay. Your agreement should say that you own the final logo and brand files once payment is complete. Ask whether the designer used stock icons or paid fonts, since those may have licence limits. Also ask whether you get the editable source files. Without them, small changes later may mean paying again.
Questions to ask a designer
- How many concepts and revisions are included?
- Will I get a brand guide, or only the logo?
- Which file formats will I receive?
- Do I own the final files, and is that written down?
- Can you also design my cards, social posts and signboard to match?
Where we come in
We offer branding and brand identity and graphic design for visiting cards, brochures, social posts and signboards. Branding work is quoted after a call because it depends on what you need. If your website is next, our Launch website starts at ₹24,999 plus GST for up to 5 pages, and Growth starts at ₹59,999 plus GST. Use the website cost calculator to estimate it.
Ready to give your business a look that stays consistent? Tell us about your business and we will suggest where to start.
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