Brand Builder (Part 1): Creating your brand identity and crafting your brand voice

You’ve finally decided to make the leap and start a business. You know what you’ll offer but you don’t quite know what to name your business, how to name it or where you’ll park your business online. Our brand builder checklist will help you get started. Follow the steps and prompts below to start the process of building your brand identity from scratch.

What will you name your brand or business?

• Brainstorm and start by writing out your story. Your story can include why you want to start a business, who you’ll serve, what you’ll provide and how you’ll provide. 

• Conduct research on the top name choices, meanings and use. Start with your industry and see what names have been used. 

  • Helpful Tool: Business Name Generator 

• Check business name availability (state and federal)

  • Depending on your state and entity, you may or may not have to register your name.

  • To check for state availability: Each state has different naming rules and requirements. 

  • Helpful Tool: LLC Name Search

  • To check for national availability: Visit the ​​US Trademark Electronic Search System.

  • Helpful Tool: US Patent and Trademark Office

• Check domain availability. If you ever plan to have a website or professional email, you’ll need a domain. Keep it as simple and as close to your business name as possible to make it easier for customers/online visitors to find you.

  • Helpful Tool: Godaddy or Squarespace

• Register your domain name with one of the services above. They also offer website hosting.

• Create social media handles. What will you want your @instagramprofle or www.facebook.com/profile to be? 

What will be the visual representation of your brand?

• When selecting the visual representation of your brand, consider what colors represent certain emotions or moods. Will you have any icons or a graphic element? Consider options that are consistent with your name and business name or services/products you offer.

  • Helpful Tool: Color Meanings

Create your brand identity and finalize your brand story, value proposition, mission statement and tagline (if appropriate)

• Make it meaningful, simple and authentic

• Know who you’re talking to. Who’s your ideal audience/customer

  • Helpful Tool: Persona Builder

• Know how you’ll talk to your ideal personas. This is brand messaging and starts with identifying three messaging pillars, value proposition and tagline.

• Use your brand identity, voice and messaging consistently across all media.

Additional Resources

Use our Branding Checklist to help you keep track of your progress of finalizing your brand name.

Use our and Persona Checklist to help you start the process of crafting your brand voice and messaging.