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Launching a startup is exciting—and overwhelming. There are a thousand things to do, and branding often gets pushed aside in favor of building the product. But here's the truth: your brand is how the world perceives your product.
This checklist will help you build a solid brand foundation without getting lost in endless design iterations.
The Startup Branding Checklist
Phase 1: Foundation
Business Name
The cornerstone of your brand identity
Domain Name
Your digital address and first impression
Brand Positioning
How you differentiate from competitors
Target Audience
Who you're building for
Business Name Checklist
Your name is the cornerstone of your brand. Before you proceed:
| Task | Status | Priority |
|---|---|---|
| Generate multiple name options | — | High |
| Check domain availability | — | High |
| Verify trademark clearance | — | High |
| Test pronunciation with others | — | Medium |
| Confirm social media handles | — | Medium |
Use namemyapp to generate names with guaranteed domain availability. No more falling in love with taken names.
Domain Name Checklist
Your digital address matters:
| Task | Why It Matters |
|---|---|
| Secure primary domain (.com preferred) | Universal trust and recognition |
| Purchase alternate extensions | Protect your brand |
| Set up domain email | Professional communication |
| Configure WHOIS privacy | Protect personal information |
Brand Positioning
Before visual design, clarify your positioning:
Define Target Audience
Who are you building for? Be specific about demographics, pain points, and aspirations.
Identify Competitors
List 5-10 competitors. What do they do well? Where do they fall short?
Write Value Proposition
Complete this: "We help [audience] do [benefit] by [unique approach]."
Establish Personality
Is your brand professional, playful, bold, or minimalist? Pick 3-5 adjectives.
Phase 2: Visual Identity
For color palettes: 60% primary color, 30% secondary color, 10% accent color. This creates visual harmony and guides the eye.
Logo Requirements
Your logo represents your brand everywhere:
| Asset | Size/Format | Use Case |
|---|---|---|
| Primary logo | SVG + PNG | Website header, marketing |
| Logo mark (icon) | Square, 1:1 | App icon, small spaces |
| Light version | White/light | Dark backgrounds |
| Dark version | Black/dark | Light backgrounds |
| Favicon | 16×16, 32×32, 180×180 | Browser tabs |
| Social profile | 400×400 minimum | Profile pictures |
“Keep it simple. The best logos work at any size. If your logo doesn't work in black and white, it doesn't work.”
Color Palette
Colors evoke emotion and aid recognition:
| Color | Psychology | Best For |
|---|---|---|
| 🔵 Blue | Trust, stability | Finance, tech, healthcare |
| 🟢 Green | Growth, nature | Wellness, sustainability |
| 🟠 Orange | Energy, creativity | Youth brands, food |
| 🟣 Purple | Luxury, innovation | Premium products, creative |
| ⚫ Black | Sophistication | Luxury, fashion |
| 🔴 Red | Passion, urgency | Entertainment, food |
Pros
- ✓ Primary color that evokes the right emotion
- ✓ Secondary color for contrast
- ✓ Accent color for CTAs and highlights
- ✓ Background colors (light and dark)
- ✓ Documented hex codes for consistency
Cons
- ✗ Using too many colors (stick to 3-5)
- ✗ Picking colors you like vs. colors that work
- ✗ Ignoring accessibility (contrast ratios)
- ✗ Not testing on different screens
- ✗ Copying competitor colors exactly
Typography
Fonts shape your brand voice:
| Font Type | Purpose | Examples |
|---|---|---|
| Display/Headline | Grabbing attention | Playfair, Montserrat Bold |
| Body text | Reading comfort | Inter, Open Sans, Lora |
| Monospace | Code, technical | JetBrains Mono, Fira Code |
Always check font licenses. Google Fonts are free for commercial use. Adobe Fonts require a subscription. Purchasing a font gives you specific usage rights—read the fine print.
Phase 3: Brand Voice
Core Messaging
| Asset | Length | Example Use |
|---|---|---|
| Tagline | 3-8 words | Logo lockup, ads |
| Elevator pitch | 30 seconds | Networking, pitches |
| Boilerplate | 2-3 sentences | Press releases, bios |
| Long description | 1 paragraph | About page, decks |
Voice Guidelines
Define how your brand sounds:
Words to Use
Simple, empowering, innovative, seamless, effortless
Words to Avoid
Synergy, leverage, revolutionary, game-changing
Tone: Friendly
Write like you're talking to a smart friend
Style: Clear
Short sentences. Simple words. Active voice.
Phase 4: Digital Presence
Website Essentials
| Page/Feature | Priority | Purpose |
|---|---|---|
| Homepage | Critical | Value proposition, CTA |
| About page | High | Build trust, tell story |
| Contact | High | Enable communication |
| Mobile responsive | Critical | 60%+ of visitors are on mobile |
| SSL certificate | Critical | Security, SEO |
| Fast loading (under 3s) | High | User experience, SEO |
Social Media Setup
Secure Usernames
Grab your handle on Twitter, LinkedIn, Instagram, TikTok, and YouTube even if you won't use them all immediately.
Upload Profile Photos
Use your logo or logo mark. Keep it consistent across all platforms.
Write Your Bio
One consistent bio that explains what you do and includes a CTA.
Create Cover Images
Design platform-specific cover images (sizes vary). Include your tagline.
Phase 5: Brand Assets
Asset Library Checklist
| Asset Type | Formats | Storage |
|---|---|---|
| Logos | SVG, PNG, PDF | Cloud drive |
| Colors | Hex, RGB, HSL | Style guide |
| Fonts | TTF, WOFF, WOFF2 | CDN or self-hosted |
| Templates | Figma, Canva, AI | Shared workspace |
| Icons | SVG | Icon library |
| Photography | JPG, WebP | DAM system |
Minimum Viable Brand
Here's your MVP brand—you can launch with just these 5 things and evolve everything else as you grow.
- Name with available domain ✓
- Simple logo (even text-based works) ✓
- Primary color that feels right ✓
- One-line description of what you do ✓
- Basic website or landing page ✓
Common Branding Mistakes
1. Overthinking the Logo↓
Your logo doesn't need to tell your whole story. Apple's logo isn't a computer. Nike's swoosh doesn't mean shoes. Amazon's arrow isn't a box. A simple, distinctive mark is enough—meaning comes from usage.
2. Too Many Colors↓
Pick 2-3 colors and stick with them. A rainbow palette looks chaotic and is hard to apply consistently. The most recognizable brands use very limited color palettes.
3. Inconsistent Application↓
Using different fonts, colors, or logo versions across platforms confuses customers. Consistency builds recognition. Create guidelines and follow them religiously.
4. Copying Competitors↓
Standing out is the whole point. If your brand looks like everyone else in your space, you've failed at branding. Study competitors to differentiate, not duplicate.
5. Not Protecting Your Brand↓
Trademark your name if it's central to your business. At minimum, secure domains and social handles to prevent squatting. Protection is cheaper than litigation.
Tools to Help
| Task | Tool | Price |
|---|---|---|
| Name Generation | namemyapp | Free (always) |
| Logo Design | namemyapp Logo Pack ($19.99), Looka | $19.99-$65 |
| Color Palette | Coolors, Adobe Color | Free |
| Typography | Google Fonts, Fontpair | Free |
| Brand Guidelines | namemyapp Brand Kit ($29.99), Canva | $29.99-$99/mo |
| Social Graphics | Canva, Figma | Free-$15/mo |
| Trademark Search | USPTO, Trademarkia | Free |
Start Building Your Brand
The best time to start branding is now. Even if you iterate later, having a consistent foundation helps you move faster and build recognition from day one.
Everything else flows from your name. Get that right first, and the rest becomes easier.
Need a name to start? Generate AI-powered business names with domains included. It's free to try, and you'll only see names that are actually available.
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