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Free download · The Brand Kit Checklist

The Brand Kit
Checklist.

15 things every business should own before it calls itself a brand. Not a logo. Not a vibe — the actual files, colors and rules that keep you looking like the same company on a website, a business card and a truck door.

↓ Download the PDF Score yourself here
2-page PDF · free · no email required
Your score
0 / 15
Tick every box you can honestly claim

Skip anything you're not sure about — that counts as a no.

01Your logo — all six files?6 checks
If all you have is a JPEG from whoever made it, you don't own your logo. You own a picture of it.
02Your colors4 checks
03Your type3 checks
04How it shows up2 checks
Score yourself · out of 15

Tick the boxes above to see where you land.

13–15

You have a brand.

Protect it. Keep the files somewhere you can find them and send them to anyone who designs for you.

8–12

You have a look.

It holds together while you're the one making things — and falls apart the moment someone else designs something for you.

0–7

You have a logo and some habits.

Every new flyer, post or sign starts from scratch. Your customers feel the inconsistency even if they can't name it.

Most small businesses land between 5 and 9. That isn't a failure — nobody hands you a brand kit when you open. It just means the consistency is living in your head instead of in a folder.
Stuck on a section?

Send us your score. We'll tell you what to fix first.

We're Alex & Jason — two designers who build websites and brand identities for small businesses. DM us your number and we'll tell you which gap is actually costing you, and which one can wait. No pitch.

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