Must haves for your small business:
Great Logo - your logo is your style, your walking billboard, your image
Tagline - make it memorable, meaningful and concise. It says what you can't say in person every time someone sees your logo
Consistency - this is a MUST HAVE! Your brand, logo, tagline, image, and marketing must be consistent across all mediums.
Voice - create a voice for your company that reflects your brand. Casual, brand friendly, conversational, ritzy, formal...etc..