A strong brand isn't just a logo. It's the name, look, voice and experience people recognise every time they deal with you, whether that's your website, your van or an email signature.
This guide brings together our articles on building and looking after a small business brand, from the foundations and visual identity to photos, print and knowing when it's time for a change.
Brand foundations
What a brand is and how to define yours.
What Actually Makes a Brand? Beyond the LogoA logo isn't your brand. Here's what actually makes one - positioning, voice, visual identity and delivery - plus a short audit you can run yourself.Read the guideHow to Define Your Brand Voice (With Examples)Your brand is how you sound as well as how you look. A simple five-step way to define your brand voice, with before-and-after examples and rules anyone can follow.Read the guideBusiness Name vs Trade Mark: What Actually Protects Your BrandRegistering a business name with ASIC does not give you exclusive rights to it. Here is what ASIC and IP Australia actually say, and the four free checks to run…Read the guide
Visual identity
Logos, colours, fonts and style guides.
Logo Files Explained: Which Format to Use and WhenSVG, PNG, PDF, EPS or JPG? What each logo file format is for, the versions every business should have and which file to send your printer, signwriter or web developer.Read the guideChoosing Colours and Type for a Small Business BrandMost small business owners choosing brand colours and fonts end up picking whatever looks nice in Canva, or whatever colour psychology chart is circulating…Read the guideWhat Is a Brand Style Guide, and Do You Need One?A brand style guide keeps your logo, colours, fonts, imagery and voice consistent. What to include, whether a small business needs one and how to keep it practical.Read the guideFont Licensing for Small Business: A Practical Handover GuideMake your brand handover usable: record font permissions, editor access and website font accounts before staff or suppliers need to make changes.Read the guideCanva or a Designer? When DIY Design Is EnoughDIY design tools are fast and affordable, but not right for everything. Where Canva works well, where a professional designer is worth it and how to combine both.Read the guide
Photos and imagery
Show your real business at its best.
Brand in the real world
Print, signage, packaging and everyday touchpoints.
Print Design Basics: How to Avoid Costly Printing MistakesCMYK vs RGB, resolution, bleed, safe zones, print-ready PDFs, paper choice and proofing. The print basics that save small businesses money and reprints.Read the guideQR Codes for Small Business: How to Make One That ScansQR codes link print to your website, reviews or bookings in one scan. Where they work, how to make one free with Qwirl and how to make sure it scans.Read the guide
Refresh or rebrand
Know when to change, and how to roll it out.
Is It Time to Rebrand? 5 Signs Your Business Needs a ChangeA rebrand is a significant investment of time, money and emotional energy, so it is worth asking honestly whether you actually need one, or…Read the guideBrand Refresh or Rebrand? How to Decide What Your Business NeedsA brand refresh and a rebrand are very different projects. Five questions to decide the scope, what each one touches, and how to protect your search visibility.Read the guide
More guides on this topic are on the way. They are added here as soon as they are published.