brand identity

5 tips on building a brand identity for your business


As a business owner I’m sure you’ve come across a competitor, or two, whose brand identity is on point – beautiful website, logo, color palette, images, and font choices. It’s difficult not to feel a little website envy from time to time.

Don’t be too hard on yourself, though. We all start somewhere and with a little thought, planning, and design education, you can be well on your way to creating a brand identity that you are proud of!

Here are 5 brand identity tips to help jumpstart your creativity.

01 // Determine Your Brand Vibe

Just like a perfectly crafted cocktail your brand vibe is made up of a unique mix of personality and character traits. One of the first steps in crafting a beautiful and accurate brand identity is to think about what your brand vibe is or will be.

Ask yourself the following questions:

  • What are my main goals?
  • What are my values?
  • What is my vision?
  • If my brand had a personality, how would I describe it? (For example, your brand may be feminine, natural, and light-hearted.)

Really dig in and answer these questions, write them down, and keep them somewhere easy to refer to later on. Determining your brand vibe from the start will help guide you in the right direction as you begin to develop your complete brand identity.

02 // Know Your Ideal Client

It’s not enough to think only about what you want your brand vibe to be. You should always have your target market in mind, and preferably, you’d know exactly who your ideal client is. This will help give you a clear understanding of your audience and what their needs, wants, and values are.

An easy way to start this process is by creating a profile of your ideal client. Get down to the details – gender, age, occupation, income, education level, location, marital status. Give your ideal client a name and add a photo to humanize her even more. Think about her lifestyle and values. What are the things that drive her, what does she enjoy doing, why in the world does she need your product or service?

Once you are clear on who your ideal client is, you can focus on creating a brand identity that your audience will enjoy engaging with. You can read more about how to create an Ideal Client Profile and download my free workbook here.

03 // Understand Color Theory

If you couldn’t already tell, I personally love bright, bold, fun colors and have made it a point to incorporate that into the overall look and feel of my brand identity. When choosing colors for your own brand it’s a good first step to learn at least a tiny bit about color theory. Once you understand how colors affect emotions then you can begin to think about how you want your tribe to feel when they interact with your brand.

Yes, there is a little bit of science to it, but choosing your colors can be a fun and inspiring process. Just remember to keep your brand vibe in mind and focus on what type of emotions you want your brand to project. Then get to picking them pretty colors!

04 // Choose Your Typefaces

Deciding what typefaces to use for your brand is like choosing what outfit to wear for an event. The choice you make will play a role in how you (or your brand) is perceived. Think about the impression you hope to make and approach the selection thoughtfully.

Start with writing down the qualities you’d like to project. If you’ve already determined your brand vibe you should find this step easy. This will help you choose typefaces that represent your brand well.

If you’re not sure how to begin, try searching Google or Pinterest for “Font Pairings”. This can help kickstart your search and make the selection process less intimidating.

05 // Select High Quality Images

I’ll be honest, I’m a stickler for great photos. I strongly believe they are a critical part of crafting your visual identity. You should always opt for choosing the highest quality photos possible. There’s nothing that screams “unprofessional” more than low quality, cheesy stock photos. Don’t be that business!

If you can swing it, go with custom photography. Having a photo shoot specifically for your business is ideal. If that’s not in your budget then only select from the HIGHEST quality stock photo sites, like Stocksy or 500px, that truly offer beautiful photography.

Whatever approach you take, make sure it’s well lit, professionally shot, and high resolution. Your final photo selections should all be beautiful, consistent in style and – most importantly- relevant to your brand!

I hope that you’ve found these tips helpful. Whether you decide to DIY it or hire a professional designer, like myself, you should have clear answers to all 5 of these brand identity tips before getting started. Check out my Brand Styling Package to see how I can help you craft a brand identity that’s the perfect match for your business.



Hi, I'm Sarah!

I’m passionate about creating websites that are stylish, powerful, and consistently exceed online goals.

Let’s work together and create the online presence that your business deserves.

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