Your Branding Checklist
Airline pilots, brain surgeons, and you: checklist users, one and all.
- Target Audience—Not a 'demographic', but a human being you'd love to work with.
- Competition—Who they are, how they're different, how they're better.
- Your Difference—How you're better.
- Features + Benefits—What your clients win and how they feel after working with you.
- Your Why—The deep emotional drive that made you choose this way to save the world.
- Personality—Think of your your family business as a person, what are they like? Perhaps some words from this list?
- Position—A concise description of how you want your brand to be perceived by your customers. This is hard. We'll work together on it.
- Essence—The heart and soul of your brand summed up in a few words. It expresses your uniqueness, authenticity, and experience. Let's do this one together as well.
- Colors—Ooh, this one is always fun.
- Fonts—As a type geek, you'll have to restrain me here. I love fonts and love helping you pick the right one to be your family business voice.
- Brand Guidelines—For consistency in your marketing and branding, you need a bible of all the items and decisions on this list.
- Logo—This was the original meaning of 'brand' and it's still so very important to get this right.
- Marketing—All your print and digital marketing collateral, content, look, and processes.
- Website—Another love of mine; I started web dev in 1994 and founded my company Spinhead in 1999.
- Consistency—Use that Brand Bible to be sure your family business colors, fonts, look, feel, voice, and personality are authentic, true, in every interaction.
Know who you are and who you want to be, as a business and a person.
Show that clearly in every interaction.
Grow your business. Grow your joy.