5 Things You Need to Include in Your Brand Identity

web design
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I’m a teacher-turned-designer with a penchant for pour-over coffee and a moderate obsession with fonts. I live to bring beautiful, strategic brands and websites to life for female business owners doing big things.

Hi, I'm Taylor

I’ve said it before, & you’ve probably heard 10 other designs say it too: your logo is not your brand identity.

Your brand identity is so much more than that (or at least, it should be)! When someone wants to work with you, I promise you it’s not because you have the prettiest logo. It’s because they think you’re awesome (girl, you are!), they align with your values, and they think you can help them solve a problem. 

And that, my friends, is why good branding, and the strategy behind it, will elevate your business: your branding can reflect your heart and your expertise back to your potential clients from the second they stumble across your business.

Allow me to teach you how??

The 5 Key Pieces You Need to Include in Your Brand Identity

01. A Clear Vision

How do you want to show up as the CEO of your business? Your branding needs to reflect your answers to these questions:

  1. What do you care about?
  2. Who is your audience? What matters to them? What problem do they have that you can solve for them?
  3. How does your offer help your clients?
  4. How do you want to make your audience feel when they interact with you?

02. Creative Direction

All design, whether that’s graphic design, interior design, traditional artwork, etc., makes people feel something. Your branding will communicate to your audience, and you always want to make sure it’s communicating the ideas that you want to communicate. 

How do you want to make your audience feel? Does your brand reflect that? 

These two brands had very different creative directions:

feminine branding
fun branding

03. A Set Color Palette & Font Selection

Your color palette and your fonts are what make your brand identify recognizable and memorable. They also play a huge role in the mood/vibe of your brand, so choose wisely!

Your color palette should be made up of 4-6 colors total: 2-3 neutrals that are used most often, and 1-2 pops of color to highlight important things like buttons and announcements.

Your type suite should definitely include 3 fonts, and sometimes 4: 

04. A Flexible Logo

You will be using your logo in so many different layouts, so I recommend having at least 2 variations. Your logo variations should be designed in the same style as your main logo so that your brand is still consistent and recognizable.

  1. Primary logo: This logo should include your full business name and is the logo that you will use the most often. Use this in your website header, on your business cards, etc.
  2. Secondary logo: Your secondary logo should be in the opposite orientation as your primary logo so that you have both a horizontal and vertical logo. A secondary logo is typically used as a watermark, in an email signature, as a profile picture, etc.

05. Consistency

Use your branding consistently. When I finish up a branding project, I always create a custom brand guidelines presentation where I lay out the “rules” of using their new branding correctly. Consistency is what creates brand recognition, and having the rules laid out clearly means that all of you team members (even if that’s just you right now!) will be on the same page.

  • Which of your brand colors will be used as background colors?
  • What color(s) will each font be used in?
  • What size should each font be? Do you have any special spacing between the letters?
  • Which logos should be used where?
  • The more specific and consistent you can get with this, the more upscale and high-end your branding will look.

Good design can truly make a positive impact on your business through true engagement and strong connections with your audience. But when you’re new to business, you don’t necessarily need to overwhelm yourself by trying to do everything, so these are just the basics that I would recommend focusing on. Taking the time to do it right will pay off, I promise!

Client Praise

Kate Regan

"What Taylor created for me absolutely blew me away! Her talent, vision, and support are unmatched. Taylor is THE person to go to for all things branding and web design, especially for women-owned businesses."

Christine Sinak

"Taylor considered EVERYTHING. She has this beautiful capacity to attend to every small detail, and hold those details in relationship to the larger brand identity. Having a logo is not the same as having a brand strategy. I'm not sure everyone gets that. What she has given me is far more comprehensive. I'm so grateful!"

Lindsey Warren

"Taylor truly was the best to work with. Her kindness, patience, and attention to every lovely detail just made the whole website the website of my dreams!"

Nina Gibson

"I wasn't expecting how soulful this whole experience would be. Taylor is authentic, transparent, intuitive & insightful. Her ability to really listen & understand my thoughts about the vision for my new brand & bring those to life was such an exciting & awesome process."

Callan Wall

"I can’t recommend Taylor enough! My business has grown since working with her. Potential new clients have immediate trust in my professional services due to my branding and web design. Working with Taylor felt like a seamless collaboration. She has an incredible gift of taking her client's vision and creating something cohesive and beautiful.

Rebecca Zeltmann

"When I started working with Taylor, I knew who my niche was, but I didn't know how to put it into a business model. Taylor helped me bring everything together into a defined brand and beautiful, professional product that represented my vision."

Holly Haynes

"Taylor is super organized, very talented, & highly invested in her clients' success. She goes above & beyond to find the best solution for your brand."

Jennifer McGurk

"Working with Taylor has been the best business decision! Her design skills exceeded my expectations. She helped bring my vision to life far better than what I could have imagined in my head."

Taylor Wolfram

"Taylor designed a beautiful sales page for my online course. She was so patient with me & I felt like she really went above & beyond with communication and responding to my requests."

Brooke Cates

"Taylor overdelivers, and she is a joy to work with. The process felt easy and seamless every step of the way. There is zero stress, and her execution is on point!"

Building Irresistible Brands for Passionate Women

Let’s craft a magnetic brand and a website that sells for you. Done and done! 

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