Once you have defined your brand identity, then you can proceed onto style your Business Brand – using colours, typefaces/ fonts, shapes, textures, patterns and/or illustrations to communicate your brand identity consistently and intentionally.
Brand Styling is all about making the right selections and putting it all together to create stunning visuals that evoke an emotional response. Anyone can do this however aesthetic sense and design skills are key.
Here’s a few essentials with free & high-end quality resource links to help you construct it yourself,
Choose a maximum of 3 to 5 Characteristic words to define your brand personality – Simply put, describe your brand’s traits and values as if it were a person – would it be chic, minimalistic, bold, professional or artsy?
To create a good visual impact, you need to select a minimum of 3 Fonts, namely… the Title/ Heading font, Sub-heading & Paragraph font for generic text and finally a Highlight font that brings out the flair of style – generally these tend to be the Script/Hand-written/Calligraphy/Cursive fonts.
A good mix of these 3 font families across your design elements will accentuate your brand identity e.g. a hands-down winning combination you can use, is that of Serif, Sans-Serif and Script font.
Google fonts is a good place to start and they are free, especially handy if you are starting-up or on a budget.
Point to note – whenever you use a font for your business purposes, check the font license terms.
Next up, pick a palette of at least 3 Colours that suit your brand identity. Without going into a lot of detail, suffice to say that it’s an established fact that different colours and colour-combinations evoke different emotional responses and the best business marketing strategy is the one which inspires a strong emotional connection/response with the customer hence you can ascertain how important it is to choose your brand colours wisely.
You can check out awsmcolor.com for some ready palettes with the Colour-specific Hex codes or you can also do a Pinterest search for the Brand personality words you shortlisted to help you get started.
Select a Base colour associated with the dominant trait of your brand identity words that also appeals to your target audience and select the rest of the colours to match/compliment the base colour. The second colour you select should be the accent colour which will be used extensively across your design elements and the final colour should be a neutral colour mostly used in backgrounds.
Just like colour, forms and shapes have an unconscious meaning associated with them and are equally important in representing your brand identity so use the forms that represent your brand values well, e.g. circles, ellipses and ovals represent gentleness, light-hearted- ness and friendliness whereas sharp-edged shapes like squares, triangles, rectangles illicit a sense of stability, strength and dependability.
It’s aptly said that ‘a picture is worth a thousand words’. Invest wisely in the images and your personal brand photography in line with the shortlisted brand identity traits as they build your brand aesthetic and helps develop a lasting connection with your brand.
And hey, if you are new at this, look over some inspirations on Pinterest or similar successful brands to get a sense of these basics. This will help you narrow down the type of look & feel you want to create for your own business.
Lastly once you have these basics in place, sit at your cozy spot with your favourite beverage in hand and design away! Viola! You can now start building your Branding elements – Logo, Website, Product Packaging, Business cards and stationery etc.
Or if you feel you need some professional help in creating your Business Brand Style we are always just one click away. Also we’d love to hear how these tips and tricks helped you in your Brand Styling process.
Empyrean Arts is a design and branding studio specialising in product photography, custom logo, business branding, graphic and web design for entrepreneurs, non-profits and businesses worldwide!
em·py·re·an meaning the highest heaven, thought by the ancients to be the realm of pure fire.