Hey, friend! So you’re here because you’ve heard that brand identity is a big deal, right? But with so much information flying around, it can feel like a whirlwind. You might be wondering…

“Do I just need a logo?”

“Is my brand just a website?”

“Can I have more than one brand color?”

No worries, I’ve got your back! Let’s break it all down.

Your brand is basically how you present yourself to the world. It’s a combination of the colors you choose, the fonts you use, the images you share, and the way you communicate. All these elements work together to attract your ideal client, share your message, and draw in the right crowd.

Let’s dive into some of the key elements that make up a brand using Sweet Paper Co.’s brand identity for reference.

Primary Logo

This is the superstar of your business. It’s the main mark of your brand. Your logo should be strong, unique, and something people can immediately recognize. It could be as uncomplicated as your business name in an eye-catching font or it might have a little icon or emblem that gives the gist what you do.

Pro tip from a brand & web designer: If you are a new business owner (baby entrepreneur, if you will😊), make sure you can easily read your logo whatever font you may use.

Secondary Logo

Think of this as your primary logo’s best buddy. It’s a variation of your primary logo, designed to provide a little more flexibility. Say your main logo doesn’t fit perfectly in all situations, that’s where your secondary logo comes in.

Pro tip from a brand & web designer: A secondary logo can be as simple as your primary logo stacked vertically rather than a long, horizontal logo.

Submark

This is a simpler version of your logo that still represents your brand. It’s an alternative that you can use when your primary or secondary logos aren’t quite the right fit.

For example, submarks can be used as a favicon for your website, social media profile photos, stickers to seal packaging, accents in print pieces, on your website, and so much more.

Color Palette

Your chosen colors can speak volumes about your brand. For instance, red might make people feel excited and full of energy, while blue could create a relaxed and peaceful vibe. The trick here is to select colors that will resonate with your ideal clients, not just ones that are your personal favorites.

I enjoy creating a color palette when I’m designing a brand. I think it’s so interesting to learn about the different meanings of colors and the different ways they can be combined to create a unique look.

Pro tip from a brand & web designer: A well-rounded brand typically selects a color palette of 3-5 colors. Start off by choosing one color as the brand’s signature color, a secondary color, an accent color, and a few neutrals to balance the palette.

Typography

The font you choose can greatly impact how your brand is taken in. Do you want something classic and timeless, like a serif font, or something more modern and playful, like a script font? Also, size is important too. Larger, bolder fonts can draw attention to specific messages, while smaller fonts are great for larger chunks of content.

Be sure to use the same font across all of your materials, from websites to print pieces to social media. Consistency is key to creating a memorable brand identity.

Brand Imagery

This is where the visuals of your brand come into play. Whether it’s illustrations, print materials, or social media content, your choice of imagery can really tie everything together and create a cohesive brand vibe and energy.

When building a business and developing a brand, your choice of imagery can be the glue that binds it all together. You can truly set yourself apart to inspire a more personal connection with your audience.

Remember, consistency is key.

Your brand identity should be consistent across all platforms and mediums. This includes everything from your website layout to your email style to your product packaging. It should all work together to create a unified look that appeals to your target audience.

Are you a lifestyle blogger? Bloggers thrive off creating and sharing experiences with their audience when they share their thoughts and favorite products.

Are you a creative entrepreneur? You will benefit from creating a personal experience for your one-on-one clients so they keep coming back when they need creative help.

Are you a small business owner? Create an experience when your customer walks through the door so they can refer your shop to their friends.

Feel overwhelmed a little bit?

Don’t freak out! That’s why I’m writing this!

I’m here to guide you through any branding concerns. Whether you’re just starting out and need some advice on building your brand from the ground up, or you’ve been in the business for a while and need some assistance in refining your current strategy, I’m just a message away.