Working with a professional brand designer is expensive. Is a custom brand created strategically to suit your unique needs and goals transformative to your business? Of course, which makes the investment worth ten fold. But in some cases, especially when you are first starting out, it’s better to just take some time to DO your business and gain a deep understanding of who you are, your unique niche and perspective, and how you want your business to grow before dropping four to five figures on a custom brand experience.

It is absolutely understandable that when you are first establishing your business, branding may not be something you can invest in quite yet. So here’s some advice from a professional brand designer: don’t let branding stop you from just getting started in your business. If you’re not quite ready to hire a professional JUST yet, here’s a quick guide to the branding basics to get you started in the meantime.

01.

The Logo

The logo is the primary identifier of your business and the first part of your brand to establish. Instead of trying to DIY a fancy icon, stick with a simple type-based wordmark. Creativemarket.com is a great resource to find a unique typeface.

Do select a typeface that aligns with your business’ personality and style.

Don’t create an overly complicated mark.

02.

The Colors

Color is likely to be the first thing your customers see, so it’s important to define one or two primary colors to associate with your brand. There is psychology behind color, so pick a palette that reflects your brand’s voice. Colors.co is a great resource to generate and explore unique color combinations.

Do pick 2-3 primarily nuetral tones with 1-2 brighter colors to keep the palette fresh and balanced.

Don’t create a complicated palette with more than 5 colors.

03.

The Typography

Establishing a defined typographic system is important to keep a cohesive look throughout all touch points. You need to be sure to select typefaces that compliment your logo. Typewolf.com is a great resource to research and explore unique type combinations.

Do pick one or two type families and use them consistently across your brand collateral.

Don’t use multiple busy typefaces that are difficult to read.

Final Thoughts

Keep it simple and consistent. Spend some time thinking about how you’d like your brand to be perceived before you dive into visuals and don’t over-complicate the design. Consistency and simplicity are key in maintaining a cohesive visual identity.

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