Brand Identity Checklist

Brand foundation checklist for Indian startups and established firms refreshing visual identity — from positioning statements to logo file handover standards.

Download the full checklist or template using the form on this page. Related: free tools and consultation.

• Articulate brand purpose, vision and values in language your sales team will actually use.

• Define target customer personas with demographics, aspirations and purchase triggers.

• Draft positioning statement: who you serve, what you deliver and why you are credible.

• Audit competitor visual identities — note category clichés to avoid or deliberately disrupt.

• Select primary and secondary colour palette with hex, RGB and CMYK values documented.

• Choose typography pairing for headings, body and UI with web-safe fallback stacks.

• Commission logo in primary, reversed, monochrome and favicon-safe simplified versions.

• Define photography style — people vs product, lighting, backgrounds and diversity representation.

• Create icon and illustration guidelines for website, app and presentation consistency.

• Document tone of voice: formal vs conversational, Hindi-English usage and words to avoid.

• Prepare brand asset folder with SVG, PNG, EPS and source files clearly labelled.

• Specify minimum logo clear space and incorrect usage examples for partners and vendors.

• Align brand story with About page narrative and founder or leadership quotes.

• Review trademark availability and file Class 35/42 applications if scaling nationally.