The first step in branding your tiny business idea is coming up with a name. Naming your business should be looked at from both a personal and practical side. Your name is going to represent who you are, what you do, and how people connect with you. It needs to resonate with you and your customers, as well as be easy to remember. The key to coming up with a compelling name is finding one that falls somewhere in between too generic and too unique. A business name should be as short and simple as possible, yet still convey something unique about you and your business.
The second step in branding your tiny business idea is coming up with a logo. Your logo should be as simple, yet recognizable, as possible. The more details you have, the more difficult it is to build a brand around it. A common misconception about logos is that they need to include an elaborate image that represents everything about your business. It doesn't. If you think about some of the most recognizable brands - Ford, Kraft, IBM, Nike - their logos are some of the simplest you can imagine. Instead of elaborate design elements, their logos (and brand) are built around three things: colors, fonts, and shapes. Customers aren't going to choose, or not choose, to do business with you based on your logo. They just need something that they can recognize and associate good things with.
The third step in branding your tiny business idea is coming up with an identity. Your identity encompasses much more than just your name and logo. It represents who you are as a business and what people think when they see your brand. It is the intersection between the tangible design elements and the intangible emotional elements. When people see your brand, do they associate it with great customer service and stellar products, or inattention and mediocrity? Your brand identity should embody the core values of your tiny business and what message you want to convey to your customers.