How to Design Your Brand Identity 101

Updated: Mar 8

Your Brand isn't your logo

So, just quickly, your is so much more than your logo - it's the colours, fonts, elements and design that represent your business in 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.

If there's just one thig that makes you stand out from your competitors, it's your BRAND.

Once you have gone through this step by step development guide, you will need to stay consistent, so 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 and see What Does Your Brand ID Say About You? for more detail on your brand elements.

1. Describe Your Business

First, write down 3 adjectives that describe your business and what you want to be known for.

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


2. Create a Mood Board

Put together inspiring images that portrays the overall feel of your brand and uses the adjectives above.

Include elements such as:

  • Colours you like

  • Fonts you like

  • Images you like

  • Patterns and textures you like

Look through magazines, look on Pinterest and Canva for elements of inspiration.

3. Choose Your Brand Colours

Understand the basic psychology of colours, write down the 3 adjectives that describe your business and now list the colours that match:

4. Choose Your Brand Colour Palette

Brand palettes are made up of 5 colours: 2 main colours and 3 complementary colours. This is so you have enough colours to play with in your marketing designs but that you don't go off and use too many that don't fit your brand.

For example, these are my fabulous Freaky By Design brand colours :

To decide on how you will put your colours together, you can use:

  • 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

Here are some great links to look for COLOUR PALETTE INSPIRATION:

5. Choose Your Fonts

Font have personalities, like colours - so go back to your 3 adjectives and choose your fonts carefully. Think about the size, whether it's BOLD or Italic, small caps or full caps etc:

Choose 3 types of fonts, 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

6. The 8 Key Principles to Design

Consider these principles when creating any composition for your marketing material designs:

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.

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

16 views0 comments

Recent Posts

See All

Your Personal Invitation to Subscribe

to my cool monthly updates, advice and tips about design, business and business-design, please sign up here .. 

  • LinkedIn
  • Facebook
  • Instagram