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How to create your brand

How to create your brand

Finding your BRAND identity

If you’re just starting out in business, either as a solopreneur or as a small business owner, the first step is to find your brand identity. This is really important as it will influence the way your customers perceive you and will also set the tone for your marketing decisions later on down the line. It should also reflect your own values and personality though. After all, a business is a living, breathing entity and its life-blood is you!

Some key elements to think about are:

  1. Personality
    • What personality do you want your business to have, e.g. serious, playful, comical, approachable? 
  2. Inspiration
    • What inspires you to do what you do, ensuring your customers receive great service? 
  1. Experience
    • Is there an experience or event that gives you special insight into your customers’ needs?  
  2. Uniqueness
    • What sets you apart from the competition and makes your offering unique in the marketplace? 

Taking all of the above into consideration will help you to tell your story.

Finding the right name for your company 

Your company name should reflect your values, personality and the type of industry you plan to operate in. However, finding the right company name isn’t the be-all and end-all. 



Have a short brain-storming session – no more than 5 minutes – and note down some key words that reflect your values, personality and product offering.


Name Generators

Use a name generator like Business Name Generator or Namelix.



Use a tool like Name Checkr to see if the name you’re thinking of using is available to register as a domain or across social media.

If the perfect name doesn’t jump out at you straight away – or isn’t free to use – don’t let that hold you up!

Carry on with all the important tasks you need to complete and come back to finding your business name later on. 

Write a short bio

Now you’ve thought about what personality you want your business to have, you should write a short bio to help convey that message to your customers. Two versions would come in handy:


150 Characters

This short version is perfect for your Instagram and Twitter bios, which you should definitely setup for your business.


100 Words

This slightly longer version can be included on your website, on any brochures or PDFS you might produce and even in your business plan.

Defining Your Brand’s Colours and Fonts 

Setting your brand colours and fonts will help create consistency and familiarity, making sure your prospective clients will easily be able to identify you.


Your brand colours should reflect your business values and personality, but you should also consider the response those colours will evoke from your customers. Understanding the psychology of colour will give you a strong advantage.

It’s really useful to know the RGB and web (HEX) references for your brand colours. You can use a tool such as Google’s Colour Picker to help find them.


The fonts you choose should represent your brand’s own unique personality and values. Each font has its own characteristics which you should try to match to the identity you want to create for your brand. 

  • This typography infographic from design firm Iconic Fox breaks down the different characteristics each font possesses. 
  • Once you’ve decided on the type of fonts to use, you can refer to Google Fonts to choose the perfect ones, that are both free and easy to use with most website builders or CMS’ like Wordpress.


Creating your business logo is the final piece of the puzzle – and arguably the most important visually.

You will need a primary logo to be used on your website, any printed materials such as flyers and business cards. Naturally, this should represent your brand values and ethos, in the same way as your brand colours and fonts.

You will need a few different variations of your logo:

  1. Light Logo
    • A lightcoloured logo that can be used on a dark background.
  2. Dark Logo
    • A darkcoloured logo that can be used on a light background.
  1. Favicon
    • A web icon or favicon for your website that is 32×32 pixels in size.
  2. Uniqueness

You can either design your logo yourself, using a tool such as Brandmark. Or if you need something entirely bespoke and have a higher budget available to you, you can hire a graphic designer using a platform such as 99designs.