Creating a brand for your online business isn't easy! Especially if you're like me and you love allll the fonts and colors. :)
But hey, you gotta start somewhere. See the 7 steps below for creating brand guidelines you can easily stick to!
STEP ONE | RESEARCH + HOMEWORK
The very first step should be a total brain dump scribbling out on paper all of the adjectives that describe you, your target audience, and what you will be offering.
Think of your brand as a visual representation of the marriage between you and your audience.
I've constantly hear the advice to be thinking about your audience and what they want. I've heard that you should wait to brand yourself until you have a following, because your once you know your followers you'll know how to brand yourself.
I have to kindly disagree. While YES, you should absolutely be seeking to serve your audience... it's also essential to preserve the essence of who you are. I believe that in the beginning, your brand should be somewhat flexible. But it should always reflect YOU.
If you don't like XYZ colors, then don't use them even if you think it will be a hit with your target audience. If you aren't excited about the way your brand looks and feels, then nobody else will either.
So research, brain storm, and write down descriptive words about you, your favorite colors/fonts/style, and about your target audience, their favorite colors/fonts/style. Where do they shop? Write down the retail stores. Are they male or female? What age range?
Start a board on Pinterest and collect color inspiration, pattern inspiration, fonts you like. Narrow down. See if it all looks good together on one page.
Watch The Replay
STEP TWO | CREATE A LOGO
If you are a solopreneur just starting out it's a good idea to keep your brand flexible. One way to do that is by representing your business with your name and image. This allows you to try all the things without any major hurdles to your branding.
For example, when I opened my first Etsy shop I thought about naming my shop Lauren Poole Invitations. I ended up just using my name which was a life saver! While I started out doing invitations, I almost never do them now. Based on customer requests and feedback, I was able to tailor my offerings to something customers wanted that was also in line with enjoyable work on my end!
I have now changed my business name to "Lauren Lesley Studio." Lesley is my middle name and I loved the alliteration it created. Studio is a broad term, but it indicates the creative aspect I am offering. The "Lauren Lesley" portion of my logo is my actual handwriting so it feels very personal.
My logo is a vector icon of me drinking a cafe latte, wearing aviator sunglasses, and wearing heart earrings. This feels very "me" and also represents a key element of my business: vector illustration. So I'm advertising my own service with my logo.
Your logo should be easily represented as a small icon. This absolutely comes in handy for all the profile pictures you have to upload or when you want to subtly include your branding on materials.
If you need a designer to help you with your logo please email me at LaurenLesleyStudio@gmail.com. I would love to work with you! :)
STEP THREE | HIRE A PROFESSIONAL PHOTOGRAPHER
It's true. So, so true. Professional photography goes a LONG way. There was once a time where I thought I could get my boyfriend to snap a few photos of me on my smart phone. Nope. He was super sweet for trying, but he knows literally nothing about photography.
Once I worked with a real photographer it was like I could hear the angels in heaven singing, Hallelujah! The angles were right, the coloring was amazing, and there were lots to choose from.
Back in the early days of Instagram, you could get away with snapping a quick photo on your phone and using one of the built-in filters. With the limited technology at the time, it looked incredible! Those days are long over. Using an unprofessional photo sends the message to your audience that you are lazy, cheap, or not serious.
Also, if you are a solopreneur, your following wants to see YOU. They want that personal touch of seeing your face and feeling like they are friends with you.
Hint: If you are on a budget I recommend seeking out a photography student in your area. See if they are willing to do a photoshoot with you for free or for a very low cost in exchange for allowing them to use the photos in their portfolio.
STEP FOUR | CHOOSING FONTS
One of the very first lessons taught in any Graphic Design class is how to choose fonts. What is the difference between serif and sans serif? What rules should you apply? When is it okay to use cursive or script fonts?
The #1 rule is that the body of your copy is 100% legible. This is not the time to get fancy. Most websites are already pre-formatted this way, but you'll want to make sure to use a very basic sans serif print font (like I'm using in this blog post). Your copy should be smooth, quick, and easy-to-read.
Next, I recommend choosing at least 1 print font for your header, navigation, titles, etc. This font should stand out on the page. You'll see my print font is HALIS GR BOLD. I use this font all the time. It's clean, bold, and modern.
I also recommend choosing at least 1 script font. I chose 2 script fonts: Blacktear Script and Madgue. It's also nice to have a bold cursive script font as a title or as your signature. You can see I'm using Blacktear Script for my signature name.
I added in Madgue, because it was feeling super fresh and seemed to fit better with my new 2018 product release of 80s Memphis Printables. I can get away with it for now, but in general you should stick to the same 2-3 fonts for EVERYTHING.
A great place to research fonts is DaFont.com. You can download any font for free although some may have licensing restrictions for personal use only. Another great place to look is Creative Market. Lots of incredible hand letterers are constantly listing fresh new fonts for sale.
STEP FIVE | ESTABLISHING A COLOR PALETTE
Narrowing down a key color palette can be a bit daunting. This is a major STRUGGLE BUS for me, because I love pretty much all the colors. So sue me. :)
A great way to do some research is to look at some new arrivals at retail stores you like. Visit their website and see if any new color combinations inspire you! Start collecting color inspirations and pin them to a Pinterest Board.
I'd narrow down to 2 main colors to use for your website or blog. My 2 major colors are pink and yellow. This ties into everything including the color change when you hover over a link. I also try to keep my designs and digital products in this same vein.
STEP SIX | SELECTING PATTERN
Once you have your color palette, you should select some patterns that fit with your brand. It is key to keep your style in mind. Is your brand whimsical, preppy, nautical, coastal, bohemian, sophisticated, or rustic? Once you choose your patterns, your color palette can be applied.
Your patterns are awesome to use as a backdrop, on a letter head, on your website, and even on digital products to sell! There are a million ways to use your patterns and it helps further establish your brand as a well thought out professional authority.
A good place to look for pattern is Pattern Bank, but keep in mind that other buyers can also buy the same pattern. If you are interested in having an original pattern made please email me at LaurenLesleyStudio@gmail.com. I'd love to work with you. :)
STEP SEVEN | KEEP IT CONSISTENT
Now that you have a badass looking brand, it's imperative to stay focused on these brand guidelines. Consistency is key! With so many online businesses, it is really difficult to stand out. The repetitive nature of branding helps your followers recognize you anywhere.
The combination of your logo, key fonts, limited color palette, and patterns that express your style will absolutely set you apart.
To get a free template, click the button below.
The template is a Photoshop file so if you don't already have Photoshop, click the pink button to install your free trial!