How to create a brand identity
DIY Your Brand Like a Pro: Tips for building a cohesive, scroll-stopping brand from scratch
You’ve probably heard terms like ‘brand strategy’, ‘brand story’, and ‘brand identity’ thrown around. And you KNOW that good branding is more than just a logo or pretty fonts—it’s the full feeling someone gets when they land on your business. You have eyeballs— you can appreciate a solid brand when you see one.
Good branding is like beautiful packaging around your offer. It builds trust. It signals professionalism. It tells your dream client, “You’re in the right place.”
See the thing is, most of the people who will buy from you are strangers. They don’t know your heart, your talent, or your process—they’re making snap judgments. That’s why showing up with a clear, cohesive brand is so crucial.
The problem? Professional branding is expensive. And when you're in the early days (or messy middle), it can feel wildly out of reach. And when you’re wearing all the hats—CEO, designer, copywriter, barista—you really don’t have time to tack on branding as a second full time job.
But branding still matters.
Actually, it’s CRUCIAL.
Here’s the good news: you don’t need a custom agency experience or $2K+ budget to build a brand that looks polished and professional. With a little intention (and the right tools), you can pull together a beautiful, strategic brand—this weekend.
Brand clarity
Before we touch fonts or colors, we need direction.
The most powerful brands are rooted in clarity: What do you do? Who do you serve? Why does it matter? What sets you apart?
Get specific about:
Your mission + values
Your signature offers
Your dream client (not “women 25–45,” but real, specific, name-them details). What are they into? And what would they respond to?
The vibe or personality you want your brand to express
👉🏼 This is the “unsexy” part most people skip… but it’s the part that makes your brand feel cohesive. Doing this all the way will be the biggest force in driving decisions down the road - and not just in branding. You’ll alos find that the more clear you are on who you are and who you serve, it’ll be easier to eliminate things that don’t line up. Whether it be design choices, colors, niching down, or eventually, hiring.
Want a little more guidance? I have an entire (free!) guide where I break down this down for you: WEBSITE PREP WORKBOOK.
Get the brand basics down
Fonts
Fonts are like tone of voice—but visual. Limit it to 2–3 total. And if you’re using Squarespace or Canva, make sure they’re available in both places so your visuals stay consistent.
Choose:
A headline font (big, bold, expressive)
A body font (easy to read)
Optional: an accent font (for subtle details or flair)
Limit it to 2–3 total. And if you’re using Squarespace or Canva, make sure they’re available in both places so your visuals stay consistent.
✨ I wrote a super long blog post that really dives into fonts, heading hirarchy and I even shared a list of my favorite curated free fonts. . Check it out: How to choose fonts to match your brand.
Colors
Your color palette is what sets the mood and makes your brand recognizable. Choose colors that feel good together and serve different roles—don’t pick six pastels that all look the same in buttons or overlays.
Use 4–6 colors max:
1–2 dominant colors
1–2 neutrals
1 accent color (for buttons, callouts, etc.)
Images
Your imagery should feel on-brand before you ever add text or a logo.
Decide:
How to make your brand stand out
Everything above is foundational. And chances are, you already know all that.
But then there are those brands—the ones that make you stop mid-scroll. The ones that feel instantly familiar. The ones you could recognize with just a logo, a color, or even a vibe. Like, how you recognize an artist– Van Gogh, Rifle Paper, etc. Bc nobody else does it like they do, but in a GOOD way.
That’s the difference between basic DIY branding… and the kind of brand that feels intentional, elevated, and magnetic. So how do you create that “it” factor for yourself—even if you're doing it solo?
Here are a few tricks to help your brand stand out in the best way:
Pick a theme
Hear me out: One of the fastest ways to create a cohesive, unforgettable brand is to pick a theme. Not in the cheesy, costume-party sense—but in a strategic inspiration sense.
Look for visual inspiration in familiar spaces. Think:
-1950s diners (bold colors, chrome textures, retro typography)
- National parks (earthy tones, rugged fonts, vintage travel poster vibes)
-City life (neon, minimalist, industrial aesthetics)
-’80s fashion (high contrast, chunky lettering, playful color pops)
-Early computer nostalgia (think pixel fonts, DOS-inspired type, MS Paint simplicity)
-Y2K tech (rounded sans serifs, glossy icons, gradients)
-Coastal/beachy (driftwood neutrals, sun-faded blues, breezy serif fonts)
The key is to choose something that inspires both visuals and voice. What colors define that world? What kinds of fonts would typically show up there? How does it feel?
Then, remix it through your own brand story and personality. Add meaning. Add you.
Where you might get stuck…
Don’t make it too literal. If you're inspired by vintage airline glam from the 1960s, you don’t need photos of stewardesses or planes on your site. Instead, hint at it:
Use colors pulled from retro boarding passes or jetliner interiors. Choose fonts that feel mid-century modern or sleekly utilitarian. Sprinkle in language like “cleared,” “ticketed,” or “first class” throughout your copy
It’s about evoking a feeling—not mimicking an exact look.
When done well, this kind of thematic brand creates instant recognition. It sets the tone before you ever say a word. And it gives you a North Star to guide every visual and voice decision you make.
Pick a season
This trick is a little more subtle—but just as powerful.
If choosing a theme feels like dressing your brand in a costume, picking a season is more like finding its natural palette. Think of it like getting your colors done—but for your business.
Most of us are instinctively drawn to one season more than the others. And anchoring your brand visuals in that seasonal energy is a brilliant way to infuse personality, create cohesion, and tap into a whole mood without overthinking.
Here’s a quick feel-through of each season:
☀️ Summer
Vibrant, sunny, playful
Think: popsicles, poolside, laughter, golden hour, easygoing energy
Color inspiration: warm pinks, sky blues, bold citrus, retro brights
Font vibes: bubbly sans serifs, handwritten scripts, relaxed layouts🌸 Spring
Fresh, soft, optimistic
Think: new beginnings, florals, gentle momentum, soft light
Color inspiration: lavender, sage, buttery yellow, blush
Font vibes: delicate serifs, airy spacing, elegant with a twist🍂 Fall
Grounded, rich, nostalgic
Think: earthy textures, slow living, cozy rituals, harvest vibes
Color inspiration: rust, ochre, forest green, warm neutrals
Font vibes: vintage-inspired type, classic serif with depth❄️ Winter
Minimal, cool, refined
Think: snow-dusted, sleek, candlelight, polished edges
Color inspiration: navy, charcoal, icy blue, crisp white
Font vibes: modern serif or all-caps sans serif, high contrastYour brand’s “season” doesn’t have to match your literal favorite time of year. It’s about capturing the feeling that best represents your business.
Pairing this with your theme (from the last section) gives you an anchor for everything—from your color palette and photography style to font choices and website layout.
Pro tip? Once you name your brand’s season, it’s way easier to edit. When you’re choosing images or designing something new, ask: “Does this feel like spring?” or “Is this too bold for a fall brand?” The clarity it creates is gold.
Start with an anchor
You don’t have to build your brand from scratch. In fact, one of the smartest moves you can make is to start with one piece you already have and/or love—then build around it.
Think of it like planting a flag: instead of guessing what your brand could be, you’re anchoring it to something that already feels like you.
Here are a few ways to find your brand “anchor”:
Have a color you always gravitate toward? Start there. Use it as your dominant brand color, then build a palette around it by picking complementary tones, neutrals, or an accent color from across the color wheel.
Have a logo you love? Use it as a style guide. What fonts or imagery would feel cohesive with that look? What’s the tone—playful, elevated, minimal, bold? Use that mood to shape your other design choices.
Have a meaningful name or story? Build your visual identity off that.
Let’s say your business name has roots in a specific place, time, or memory—lean into that when choosing textures, colors, and copy language.
Hotel Drover does this so well. Their brand isn’t just western-themed—it’s rooted in the meaning of the word “drover” itself. That story gets told in their About page, woven into their copy, and expressed through every detail—from signage to social media. It’s not just western—it’s western elegance, lived and breathed across the entire experience.
Instead of reinventing the wheel, start with ONE THING that works—and expand from there. Let one strong design or concept decision guide the rest.
When you anchor your brand in something that already feels true to you, consistency comes naturally. Your final result will be way more cohesive—and way less ‘thrift store closet’ feeling.
Mistakes to avoid
Even with the best tools and intentions, it’s easy to go off track. Watch out for these pitfalls that can make your brand feel scattered or forgettable:
❌ Designing a logo before knowing your direction. Your logo should reflect your brand’s personality—not just what looks cute. Start with clarity, then design.
❌ Choosing trendy fonts or colors that don’t match your message. Aesthetic ≠ strategic. That trendy sage green may be everywhere now, but if it doesn’t connect with your dream client or your brand’s vibe? Skip it.
❌ Using too many fonts or colors. Too much variety = chaos. Stick to a defined palette and 2–3 fonts max to keep things consistent and easy to recognize.
❌ Ignoring image style. Your photos matter just as much as your colors and fonts. Decide how you want your visuals to feel—and make sure every image fits that.
❌ Inconsistency across platforms. If your Instagram feels dreamy, but your website screams corporate, that’s a problem. Your brand should feel like you—everywhere you show up.
Putting it all together
If you hired a professional designer to build your brand from scratch, one of the final deliverables you’d receive is a Brand Style Guide—basically, your brand’s Bible.
It outlines how to use every visual and verbal element of your brand, so you (or anyone on your team) can keep everything looking and sounding cohesive—on your website, in your marketing, and across every platform.
Here’s what’s typically included in a pro-level Brand Style Guide:
Color palette with usage rules (which colors to use where, what combos are accessible, etc.)
Font hierarchy (your headline, body, and accent fonts—with sizes + spacing dialed in)
Logo suite showing all variations (primary, secondary, submark, favicon) and when to use each
Image style guidance (mood, editing style, what’s on-brand vs. not)
Do/don’t list for copywriting (phrases to use, tone of voice, and things to avoid)
Brand vibe descriptors (e.g. “elevated but approachable,” “fun but not silly”)
Mission + values to anchor all messaging decisions
This type of guide is invaluable to keep on hand—any time you create something new, you can refer back to the usage guidelines for consistency. Plus, if you ever hire help, you can easily share your guide so everyone’s working from the same playbook.
Want to do this the easy way?
If you’re nodding along thinking, “Wait… this is exactly what I need,”—you’re right. And I’ve got tools to help you actually do the work (without spending hours stuck in Canva purgatory).
Free thing to help 👉🏼 the Website Prep Workbook—it walks you through the foundational questions you need to answer before you design anything. And then it goes deeper into everything that goes into building a website, including how much it will cost.
Paid thing to help 👉🏼 The Brand Kit is my plug-and-play resource to walk you through all five steps in this post. Inside, you’ll find:
Curated font pairings (Canva + Squarespace ready)
Dreamy, done-for-you color palettes
Logo templates you can edit in Canva
A build-your-own Brand Style Guidebook template (this alone is worth more than the cost of admission!)
No design degree needed—just a clear path to a polished, professional-looking brand.
👉🏼 Grab the Website Prep Workbook for free →
👉🏼 Or check out The Brand Kit here →
Whether you’re building your first website or finally tired of the DIY patchwork, these resources will help you look polished, feel clear, and show up confidently.
✨ Want some font pairing ideas^^? I have twenty. Grab my favorite Squarespace x Canva font pairings here and I’ll send them to your inbox:
(Or shop my full website templates—they include the complete Brand Guide with font + color palettes, SEO prompts, and more!
* Resources I might have mentioned
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Canva x Squarespace Fonts: the 20 best pairings for your website
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