Your brand isn’t just what you say—it’s how you show up.
Visuals are often the first impression someone has of your business. Before a potential client reads a word of your copy or books a call, they experience your brand visually. And that visual identity either builds trust—or creates confusion.
If you’ve ever felt like your brand looks like a mix of old templates, random colors, and font choices that don’t really feel like “you,” you’re not alone. Your brand visuals shouldn’t be random, they should be anchored in a clear brand strategy that defines your vision and audience. Learn why brand strategy must come first. Most entrepreneurs evolve faster than their brand visuals. That’s why defining your brand style is essential.
What Is Brand Style?
Your brand style is the visual language of your business. It includes your:
- Color palette
- Typography
- Imagery and photography style
- Logo and submarks
- Design elements (like icons, textures, or patterns)
It’s not just what looks pretty—it’s what feels aligned and communicates your brand’s personality, tone, and energy.
Think of it like this: if your brand was a person, your brand style would be how they dress, speak, and carry themselves. It’s the style that makes people stop and say, “Oh, I know exactly who this is for.”
One helpful way to clarify your brand’s visual personality is through Brand Archetypes—universal characters that help define your tone, aesthetics, and energy. Whether you lead with the Alchemist (transformative and visionary), the Romantic (elegant and emotive), or another archetype, these identities can shape everything from your typography to your color palette.
How to Find Your Own Brand Style
Start with how you want your audience to *feel*.
Do you want them to feel:
- Calm and cared for?
- Energized and motivated?
- Empowered and seen?
Your visuals should match that emotional experience. Color plays a huge role in shaping the emotional resonance of your brand style. Explore how the psychology of color impacts branding. This is especially important if you work in a transformational space—coaching, wellness, healing, or consulting—because your energy is part of your brand.
Next, reflect on what feels most like you:
- Are you drawn to earthy neutrals or bold, high-contrast palettes?
- Do you like minimalist clean lines or layered textures?
- What styles match your vision—not just your past?
Your brand archetype can be a powerful tool here. For example, a Sage brand may lean into timeless fonts and structured layouts, while an Innocent brand may use soft colors and open, airy design. Tapping into these archetypes can help bring visual clarity and cohesion to your brand style.
✨ Want to discover your own brand personality? Take the Rebrand with Ease Quiz. A fun and insightful collaboration I created with my brilliant BFF and business partner JJ Carolyn
It’s okay if you’re still figuring it out. The goal is to find a visual direction that reflects who you’re becoming.
What Is a Brand Style Guide?
A brand style guide is a document or reference sheet that outlines the key elements of your visual brand. It usually includes:
- Approved logo versions and usage
- Color codes (HEX, RGB, CMYK)
- Font families and hierarchy
- Brand photography or mood board examples
- Guidelines for consistency across platforms
Think of it as your visual alignment toolkit—it keeps you on-brand as you grow.
Whether you’re creating your own graphics in Canva or working with a designer, your brand style guide ensures consistency and professionalism across everything you touch.
How to Use a Brand Style Guide
Your guide isn’t meant to sit in a folder.
Here’s how to actually use it:
- Refer to it before creating social posts or graphics
- Share it with any designer, VA, or collaborator
- Use it as a gut-check when refreshing your website or content
Consistency isn’t about rigidity—it’s about building recognition. When your audience sees your visuals again and again, they build familiarity. Familiarity builds trust. And trust converts.
What Should a Brand Style Guide Include?
At a minimum, your style guide should include:
- Your logo(s) and when to use each one
- Your color palette with HEX codes
- Your primary and secondary fonts
- Visual examples of your brand vibe
As you grow, you can add:
- Icon sets or texture patterns
- Email header styles
- Branded templates for stories, posts, or presentations
Start simple. Refine as you grow.
Conclusion
Your brand style isn’t about being trendy. It’s about being *true to you*.
The clearer and more consistent your visual identity is, the easier it becomes for the right people to recognize your brilliance—and trust you.
Not sure where your brand visuals stand? The Brand Alignment Scorecard can help you uncover what’s working, what’s not, and where to refine.
