• Target Audience—Not a 'demographic', but a human being you'd love to work with.
• Competition—Who they are, how they're different, how they're better.
• Your Difference—How you're better.
• Features + Benefits—What your clients win and how they feel after working with you.
• Your Why—The deep emotional drive that made you choose this way to save the world.
• Personality—Think of your your family business as a person, what are they like? Perhaps some words from this list?
• Position—A concise description of how you want your brand to be perceived by your customers. This is hard. We'll work together on it.
• Essence—The heart and soul of your brand summed up in a few words. It expresses your uniqueness, authenticity, and experience. Let's do this one together as well.
• Colors—Ooh, this one is always fun.
• Fonts—As a type geek, you'll have to restrain me here. I love fonts and love helping you pick the right one to be your family business voice.
• Brand Guidelines—For consistency in your marketing and branding, you need a bible of all the items and decisions on this list.
• Logo—This was the original meaning of 'brand' and it's still so very important to get this right.
• Marketing—All your print and digital marketing collateral, content, look, and processes.
• Website—Another love of mine; I started web dev in 1994 and founded my company Spinhead in 1999.
• Consistency—Use that Brand Bible to be sure your family business colors, fonts, look, feel, voice, and personality are authentic, true, in every interaction.