Brand Consistency Guide for Small Businesses

Your brand is not only your logo. It is the way your business looks and sounds across every customer touchpoint.

When your website, social media, brochures, company profile, proposals and messages all feel connected, your business looks more professional. When every platform looks different, customers may feel less confident.

This guide explains the key brand elements small businesses should organise and use consistently.

Your logo should be clear, readable and used correctly across all platforms.

• Main logo

• Logo icon

• Horizontal logo

• Vertical logo, if needed

• Transparent logo

• White logo version

• Dark logo version

• Social media profile version

• High-resolution print version

• Clear rules for spacing and background use

Your colours should be easy to find and used consistently across website sections, social media posts, brochures, presentations and documents.

• Primary brand colour

• Secondary colour

• Accent colour

• Neutral colours

• HEX codes for digital use

• RGB values, if needed

• CMYK values for print, if needed

• Button colours

• Background colours

• Text colours

Fonts affect how professional, modern, premium or friendly your business feels. Using too many fonts can make the brand look messy.

• Main heading font

• Body text font

• Supporting font, if needed

• Font size guidance

• Button text style

• Presentation font guidance

• Document font guidance

• Website typography rules

• Social media text style

Brand consistency is also about words. Your business description, service summaries, tagline and tone should feel the same across your website, social media, proposals and brochures.

• Short business description

• Longer company description

• Tagline or key statement

• Service descriptions

• Value points

• Tone of voice

• Customer promise

• Common phrases to use

• Words or claims to avoid

Templates help your team create new materials faster while keeping the brand consistent.

• Social media post template

• Story template

• Presentation template

• Company profile template

• Proposal template

• Brochure template

• Letterhead

• Business card

• Email signature

• Report or document template

Even good brand assets become difficult to use if they are scattered across phones, folders, old emails and messages.

• Logo folder

• Brand guideline file

• Colour code reference

• Font files or font links

• Image library

• Social media templates

• Brochure and profile files

• Presentation files

• Approved copy and descriptions

• Archive for old assets

• Using old logo files

• Stretching or recolouring the logo

• Using too many colours

• Changing fonts on every document

• Social posts that do not match the website

• Company profiles that look different from brochures

• No clear tone of voice

• Different business descriptions everywhere

• Brand files saved only on personal devices

• No approved templates