A logo is not a brand identity. It is one piece of it.

Most launch problems that look like design problems are actually missing pieces. The logo only exists as a screenshot. Nobody wrote down the exact colour. The packaging printer needs a file you don't have. The website says one thing and the Instagram bio says another.

This checklist covers what every brand needs in place before launch, in the order you are likely to need it. It also tells you what can wait, so you don't burn your budget on extras before you have customers.

What a brand identity checklist should cover

A complete brand identity before launch has six layers:

1. Strategy: who you are for and why you are different
2. Name and handles: what you are called and where you can be found
3. Visual identity: logo, colours, typography, imagery
4. Verbal identity: voice, messaging, tagline
5. Files and assets: everything in a usable format
6. Touchpoints: website, social, email, packaging, print

Work through them in that order. Visuals built on top of unclear strategy get redone.

How to use this checklist

Each item is marked one of three ways:

• Must have: finish before launch.
• Should have: finish within the first 90 days.
• Can wait: useful later, but it won't cost you sales in month one.

Every item also has a "done when" test, so you can tell whether it is actually finished.

Layer 1: Strategy

Design without strategy is decoration. Settle these before you brief a designer.

Audience definition (must have).
Describe the specific person you serve, not a broad demographic. What frustrates them, what do they already buy, and where do they spend time online?
Done when: you can describe your customer in two sentences, and a stranger could tell whether they are one.

Positioning (must have).
One sentence that says who you are for, what you offer, and why you are the better choice. Fill in: "For [audience] who [problem], [brand] is the [category] that [difference]."
Done when: you can say it out loud without hedging, and it does not fit your competitors equally well.

Brand promise (must have).
The one thing customers can count on every time. Make sure you can actually deliver it.
Done when: your team can say it in their own words.

Personality and values (should have).
Three to five traits ("warm, direct, a little irreverent") and what you stand for. Skip anything you won't act on.
Done when: each trait comes with a "we are / we are not" example.

Layer 2: Name, domain, and handles

Brand name (must have).
Check that it is easy to say and spell, and that it doesn't collide with an existing business in your space.
Done when: you have searched trademark databases and marketplaces, and you are comfortable with what came back. For anything with real budget behind it, get legal advice.

Domain (must have).
Use a domain that matches the brand name as closely as possible.
Done when: it is registered and connected to your store or site.

Social handles (must have).
Secure the same or near-identical handle on the platforms your audience uses, even if you won't post on all of them yet.
Done when: every handle is claimed and consistent.

Layer 3: Logo system

A single logo file is not enough. You need a small set.

Logo files (must have).
Get vector files (SVG, AI, or EPS) plus PNG exports with transparent backgrounds. A PNG alone will limit you the first time you need to print something large.
Done when: you hold the files yourself and can open them.

Clear space and minimum size (must have).
Decide how much empty space a logo needs and the smallest size at which it stays readable. A mark that works on a billboard may vanish at favicon size.
Done when: you have tested it at small sizes on a real phone.

Layer 4: Colour

Palette with exact values (must have).
Pick one or two primary colours, one or two supporting colours, and neutrals. Record each with HEX and RGB for screens, and CMYK (and Pantone if you print spot colours) for print.
Done when: nobody has to guess a shade or sample it from an old image.

Accessibility check (should have).
Check text and background contrast so your copy is readable, especially on buttons and small text.
Done when: your main text and button colours pass a contrast checker.

Layer 5: Typography

Heading and body typefaces (must have).
Choose one for headings and one for body text. Confirm both are licensed for web and print use.
Done when: you have the licence, the font files, and a fallback font for when the primary can't load.

Type hierarchy (should have).
Define sizes and weights for headings, subheadings, body text, and captions.
Done when: two people laying out a page would produce a similar result.

Layer 6: Imagery and graphic style

Photography direction (must have if you sell visually).
Decide on the lighting, backgrounds, subjects, and editing style. Use a few reference images to keep everyone aligned.
Done when: new photos look like they belong with the old ones.

Graphic elements (should have).
Patterns, icons, illustrations, shapes, and how you use them.
Done when: you have a small starter set, not an entire library.

Layer 7: Verbal identity

Your words are part of your brand as much as your logo.

Voice and tone (must have).
Describe how you sound, then show how it changes by context: a product page, a support reply, an apology.
Done when: someone new could write a caption that sounds like you.

Core messages (must have).
Three to five key points about your brand, each with a proof point behind it.
Done when: your homepage, ads, and emails all draw from the same list.

Tagline and boilerplate (should have).
A short line and a standard 50-word description for press, marketplaces, and social bios.
Done when: every bio on every platform uses the same description.

Words you use and avoid (should have).
A short list that keeps everyone on-brand.

Layer 8: Touchpoints

This is where identity meets customers.

Website and online store

• Logo, favicon, colours, and fonts set consistently in your theme settings (must have)
• A branded social sharing image, so links look right when pasted into chats and posts (must have)
• Branded transactional and marketing emails, including order confirmation (should have)
• Branded checkout and 404 pages (should have)
• Product page and homepage that reflect your voice and photography direction (must have)

Social media

• Profile pictures cropped correctly for each platform, including circular crops (must have)
• Consistent bios, links, and banner images (must have)
• Two or three post templates and highlight covers (should have)

Packaging and print

• Packaging artwork built on a dieline supplied by your manufacturer (must have if you ship physical goods)
• Inserts or thank-you cards (should have)
• Signage, business cards, and stationery only if you use them (can wait)

Check with your printer before finalizing: they will need vector files, exact colours, and often a one-colour version.

Sales and investor material

If you pitch to retailers, partners, or investors, make sure your deck and one-pager use the same logo, colours, and fonts as everything else (should have).

Layer 9: Brand guidelines

Short brand guide (must have, but keep it short).
Two to six pages covering logo rules, colours, fonts, imagery, and voice is plenty at launch. A shorter guide gets read and used.
Done when: someone outside your team could produce something that looks like yours.

A full brand book can wait until you have a team and real traction.

The launch-readiness scorecard

Score yourself before you announce.

If you can tick every "must have" box, you are ready. If several are open, fix those before you spend on ads.

A simple brand folder structure

Missing files cause more delays than bad design. Keep everything in one place:

Brand/
  01-Strategy/ (positioning, audience, messaging)
  02-Logo/ (vector, PNG, one-colour, reversed, icon)
  03-Colour-and-Type/ (palette, font files, licences)
  04-Imagery/ (approved photos, references)
  05-Templates/ (social, email, deck)
  06-Packaging-and-Print/ (dielines, print-ready files)
  07-Guidelines/ (brand guide PDF)

Share it with anyone who works on your brand, and keep one person responsible for updates.

What can wait

Don't spend launch budget on these unless you have a specific need:

• A forty-page brand book
• A custom typeface
• A large illustration or icon library
• Stationery and merchandise you won't use
• Multiple logo variations beyond the five above
• A rebrand-level identity for a business you haven't validated

Spend on the basics first. You can extend the system once you know what your customers respond to.

Common brand identity mistakes

• Starting with the logo. Strategy first, then design.
• Holding only a PNG. Get the vector files.
• Colours by eye. Record exact values.
• Unlicensed fonts. Check web and print licences before you build on them.
• Different logo versions across platforms. Use one master set.
• No written voice. Without one, every writer invents their own.
• Copying competitors. If a customer can confuse you with them, you are not different.
• Treating the guide as finished. Update it as you learn.

A realistic timeline

Timelines vary with scope and how quickly you give feedback. A focused launch-ready identity often looks like this:

Physical packaging and printing often add lead time, so start those files early.