Tips for Creating a Brand on a Budget

Let’s start with the basics: What’s a brand system?

In short, it’s a collection of branding materials and items representative of your brand. Typically this includes logos, a color palette, a font hierarchy, and general visual guidelines. When executed successfully, brands follow these in order to establish brand recognition.

A well-defined brand system is crucial for establishing a strong visual identity that resonates with your target audience.

It allows you to communicate your values, differentiate yourself from competitors, and build brand recognition. Whether you’re new to your business or aren’t ready to hire a branding bro, there are several practical and budget-friendly steps you can take to create an effective brand system. Let’s chat about ‘em!

Dig into Your Brand goals:

Before diving into the visual aspects of your brand, take the time to understand your brand's essence and objectives. Ask yourself what sets your brand apart and what values you want to convey. Consider the emotions you want your brand to evoke and the message you want to deliver to your audience. This introspective process will lay the foundation for your brand system.

Identify Your Target Audience:

Understanding your target audience is key to creating a brand system that resonates with them. Conduct thorough research to identify your ideal customers, their preferences, and their needs. Consider their demographics, psychographics, and pain points. This knowledge will help you tailor your visual identity to attract and engage your target audience effectively.

Set visual guidelines:

With each client, I begin by uncovering the above, because knowing these allow us to create visual guidelines. I recommend outlining 3-4 visual guidelines — these serve as the parameters for the rest of the branding process because they’re essentially reference points.

Throughout the branding process, check back and determine whether each element you’ve created aligns with the visual guidelines. if so, you’re likely creating something consistent. That’s the goal!

Create a moodboard:

Colors play a significant role in visual branding, as they evoke emotions and create associations. Create a moodboard, focusing on pinning anything you’re visually attracted to that represents your brand and/or audience. These can incldue colors, shapes, textures, objects, etc. Don’t pin what you think you should pin — truly aim to pin what you’re drawn to!

Once you’ve gathered images, textures, and color palettes that align with your brand's personality and the emotions you want to evoke, look for any common themes present in the photos. Now you have a visual representation of what you feel embodies your business & audience.

This is a great way to uncover colors, textures, or elements you’d like to pull into the brand.

select fonts:

Fonts convey the personality and tone of a brand, making them a vital element in a brand system. Start by exploring free font libraries like Google Fonts or Adobe Fonts to find typefaces that align with your brand's characteristics. Consider the readability, legibility, and appropriateness of the fonts for your intended audience and brand image. Aim for a combination of two to three fonts that create a cohesive and harmonious typographic hierarchy.

If your budget allows, check out Creative Market for a wider selection of unique options. You can find styles for as low as $2 USD!

cross check your Visual Guidelines:

Once you’ve selected fonts, colors, and any other branding elements, cross-check your visual guidelines to make sure you’re on the right track and that what you’ve selected aligns with your brand and audience.

Align All Facets of Your Brand:

Finally, make sure everything is consistent.

Consistency is crucial in creating a strong brand system. Ensure that all facets of your brand, including your website, social media profiles, marketing materials, and product packaging, align with the visual guidelines you've established. Apply your chosen colors, fonts, and graphic elements consistently across all platforms to reinforce brand recognition and your brand's personality.

Creating a brand system doesn't necessarily require a large budget. By delving into your brand's essence, understanding your target audience, sourcing colors, selecting appropriate fonts, and creating visual guidelines, you can establish a strong and cohesive visual identity for your brand. Remember, consistency and alignment with your guidelines are key to building a recognizable and impactful brand. Embrace the process, stay true to your brand's values, and watch as your brand system attracts and engages your audience effectively.

WANT TO BRING IN A pro?

If the DIY style goes over your head and you’re ready to work with a branding pro, let’s chat! I’d love to hear about your business and help you uncover your goals. Schedule a free discovery call here.