A strong brand doesn't need to be perfect. It needs to be consistent and the fastest way to find out where you're inconsistent is to check, section by section, rather than guess. This checklist does exactly that. Work through it, tick off what you already have in place, and treat anything left blank as your starting point.
What's inside
Eight sections, 37 checkpoints in total, each with a practical tip to help you close the gap:
- Logo — Primary logo, secondary/wordmark, favicon or icon version, and colour/black & white versions.
- Typography — Heading and body fonts, commercial licensing, font limits, and sizing rules.
- Colour palette — Primary and accent colours, neutrals, hex/RGB/CMYK codes, accessibility contrast, and cross-platform consistency.
- Brand voice & tone — Describing your voice in three words, examples of what it does and doesn't sound like, and consistency across channels.
- Imagery & photography style — A defined visual style, avoiding generic stock, and a library of on-brand images.
- Brand guidelines document — Having one, sharing it, logo dos and don'ts, and keeping it updated.
- Digital consistency — Website, social profiles, email signature, Google Business profile, and third-party platforms.
- Print & offline materials — Business cards, packaging or signage, and consistent language in person.
How to use it
Work through each section in order and tick off what you already have. Your score at the end points you toward what to prioritise:
- 30–37 ticked: Strong foundation — focus on refining and documenting what you have.
- 20–29 ticked: You have the basics — now close the gaps for greater consistency.
- Under 20 ticked: Start with the fundamentals: logo, colour palette, and typography. Everything else builds from there.
If you've already read why branding matters for small businesses, this is the practical follow-up: the article explains why consistency matters, this checklist shows you exactly where yours currently stands.
Frequently asked questions
What's included in the Brand Identity Checklist?
Eight sections covering logo, typography, colour palette, brand voice and tone, imagery and photography style, brand guidelines documentation, digital consistency across platforms, and print and offline materials — 37 checkpoints in total, each with a practical tip.
Is the Brand Identity Checklist really free?
Yes. It's a free download with no cost and no catch — you don't need to book a service or provide payment details to use it.
Who is this checklist for?
Small business owners and freelancers who want to audit how consistent their brand currently is across their website, social media, and offline materials, and identify exactly where the gaps are.
Get the checklist
Download the free Brand Identity Checklist and find out where your brand's gaps actually are, no cost, no catch.
Download your checklist hereFound more gaps than you expected? That's normal, and it's exactly what this is for. If you'd rather have a second pair of eyes on it, take a look at some recent brand and web projects or get in touch about a brand audit.