How to Design Your Brand Identity

Your Brand isn't your Logo

So, just quickly, your Brand Identity is so much more than your logo - it's the colours, fonts and elements that represents your business in your marketing. A brand is a big deal for small businesses because a strong brand is recognisable and consistently communicates:

  • what your company does

  • how it does it

  • who it does it for

I'm going to take your through the design elements that you need to think about to develop your Brand Identity - so whether you are just starting out, or if you are looking to refresh what you already have, this is where it all begins.

Before we begin, I need you to check out my Brand Identity Checklist blog post to get you prepared.

A gorgeous brand makes you stand out and attracts the right clients

Once you have gone through this step by step guide, you will need to stay consistent, so I recommend you create a Brand Style Guide - this is a document you can refer to for colours, fonts and design elements.

Download my Brand Style Guide template for free. You're welcome.



From the 10 adjectives you chose to describe your business in the Brand Identity Checklist now you need to highlight 3-5 words that mean the most to you and your business.

For example: Energetic, Peaceful, Fun, Serious, Creative, Bold, Colourful, Calm, Luxurious, Traditional, Strong, Witty, Youthful, Casual, Fearless, Earthy, Modern, Opinionated, Generous, Gentle, Quirky, Homely, Inspiring, etc



From the Mood Board 'brain-dump' that you created in the Brand Identity Checklist narrow these elements down based on the 3-5 words that you've used to describe your business.

For example, your end result Mood Board should include:

  • Colours that are Fun, Creative, Casual, Quirky and Inspiring

  • Patterns and textures that are Fun, Creative, Casual, Quirky and Inspiring

  • Images that are Fun, Creative, Casual, Quirky and Inspiring

  • Fonts that are .. you get it by now

  • Logos



Look at the 3-5 words you have used to describe your business and look at the colours you have chosen for your Mood Board. Now look at the colour psychology chat below and choose 3-5 colours that you love and represent your business description:



Now you have narrowed down colours you love and colours that represent your business, you will need to create a palette. When choosing your colour palette, my rules are:

  1. Choose 6 colours because this give you plenty of colour to play with in your marketing

  2. Use 3 different tonal ranges (2 dark tones, 2 mid tones and 2 light tones) so they work together

This gives you a range of colours to play around with in your marketing, whilst keeping a lid on it and you know that they will work together no matter what.

Look at your chosen colours and remember that you don't have to use all of the colours you have narrowed down to, it just means you have now focused in on which colours you could use for your palette.

TIP: Here are some great links to look for COLOUR PALETTE INSPIRATION: Pinterest | Colour Hunt | Design Seeds | Color Hex

The simplest way to choose your colour combination is to use the Colour Wheel and a formula, for example:

  • Analogous - colours that are next to each other on the colour wheel

  • Complementary - colours that are opposite on the colour wheel

  • Monochromatic - shades of one colour

  • Harmonious - colours that work together from the same temperature



Font have personalities, like colours - so go back to your 3-5 adjectives and choose your fonts carefully. Think about whether it's Bold, Italic, small caps or FULL CAPS etc.

Choose 3 types of fonts for your marketing, I recommend:

  • Bold Serif font / typeface for headlines

  • Sans Serif font / typeface for sub headings and body copy

  • Handwritten or Script font / typeface for quotes



Designing your logo -

  • Keep in mind the aesthetic and feel of your brand that you want to evoke

  • Look at brands you love and hate and take inspiration / figure out what it is you love and hate

  • Look at your competitors designs

  • Create different variations, for example: stacked, horizontal, icon, watermark / monochrome

I recommend using Canva to design your logo and any other marketing materials.

Consider these principles when creating your logo or any other marketing material designs:


Brand Style Guide

If you want your visual branding to work for your business, you need to use it in EVERYTHING. That includes:

• Stationery - business cards, invoices etc.

• Website

• Social media posts

• Email headers/footers

• Packaging

• Merchandise

To stay consistent create a Brand Style Guide, download my Brand Style Guide template for free.


Till next time .. x


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