As the title says — the basics
Look around, you see examples of good and bad branding everywhere. How does it impact you and the choices you?
The look you pick
Pick colors, imagery and fonts you like, you will be living with them for a while.
Chose complimentary colors and fonts you can work with, so you are searching with every project.
Make sure you have all of the logo files you need. jpgs, transparent png, and vector files in pdf or eps so you can share these with designers or use them with promotional projects. One color versions may be useful for future projects as well
Be consistent. Insist others do too.
What is the point of all of this work if you do not use it properly. Consistent branding provides you that quick and easy connection to your customers and clients. So anything you do is reminding people of what you do.
Save it. Back them up.