Brand Visuals 101

How to choose all the visual elements that make up your brand.

We all know that a big part of telling your brand’s story is to VISUALLY let us know what you’re all about.

Your colors, the fonts, the images you choose (your brand visuals) – they all help to let your audience know what it is that you stand for.

Of course, your visual elements aren’t the full story – remember that your brand is a complete experience.  BUT, for sure, how you come across visually is super duper important.

Why?  Because people make split second decisions when they come into contact with you online (or out in the real world).  We can’t help it.  We DO judge a book by it’s cover, it’s human nature.

That’s why you want to pay attention to what it is that your visual image is saying – so that you make sure you’re delivering the message that you want your current and future clients to hear. 

Visual storytelling is my favorite part of my job! Seeing a client’s VISION crystal clear, in visual form… it’s exciting!

But, you don’t have to be a designer to do this for yourself.

The colors you use, the type of font, and the images you pick – they can all match up to your brand’s vision and voice, and tell the story of your business.

Let’s talk a little more three basic aspects of visual story telling: color, font, and images.


COLOR sets the mood and can say SO much about who you are and what your business is all about.

Let’s look at some examples, using some key words that could describe your brand. This is part of getting clear about your brand – being able to know the WORDS that communicate what you’re all about, and being able to translate them into powerful visuals.

So, let’s say that the words that you might use to describe your brand are: femininity, compassion and simplicity.

You’d want to choose soft, warm, welcoming colors that express the feeling that these words convey:

How to Create the VISUAL Aspects of your Brand

soft colors that communicate femininity, compassion and simplicity

What if your key words are diversity, justice, courage?

You might want to have a variety of colors, or use strong, bold colors like blue or red, that aren’t watered down at all:

How to Create the VISUAL Aspects of your Brand

bold colors that say: diversity, justice, courage

Another example:  key words –  environmental, earthy, natural

For sure you could use greens, browns, or blues – colors that are from the earth.

How to Create the VISUAL Aspects of your Brand

natural, early colors

Can you see how these color combos make sense?  You want to make sure that you choose colors that TOTALLY make sense for your brand!

I would suggest just 2-3 colors when you’re branding DIY-style. Keeping things simple is always the golden rule!  You don’t want to busy up your site unnecessarily.

Remember that your primary objective is to COMMUNICATE with your ideal clients, connect with them and build trust so that they’ll want to buy from you.

If you’re going to work with a designer – you can present a basic color scheme to get them started, and then let them do their magic, giving your brand that extra dose of awesome!


Some FONTS are more feminine, some are bold and strong, others are formal or more casual.

How to create the VISUAL aspect of your brand

If you’re a lawyer, you wouldn’t want to use a very casual font, you’d want something more traditional.

Unless, of course, you happen to be a wild – in your face – kind of a lawyer who likes to make waves, then you might want something bolder!

There are great sites FULL of fonts that you can browse, download and use.

DaFont is a good one to get you started.

I highly recommend that you don’t go overboard with fonts!

A good rule is to pick a clean, basic font to use for things that have lots of words – like the body copy of your website. Then, find a great accent font that you can use for titles, image overlays, etc.

And stick with what you pick!

Don’t go mixing it up all the time – you want a strong brand presence that is CLEAR – too many cooks in the kitchen makes things confusing.

Simple is always better, especially if you’re CONSISTENT.  Consistency is the secret ingredient to strong visual branding.


You want the IMAGES you use for blog posts, or sharing on social media to match your brand.

There are SO many things that you can do with images, far more than I’m going to say here. But, I do want to give you a general guide.

Choose images that match your brand voice, your shared client values and who your dream client is.  (not sure what these are for your brand?  Get my free workbook here to help you get clear).

It seems obvious, but if your dream client is a woman who values art and beauty – make sure your images are beautiful and creative! Don’t throw random pictures of cars or football players onto your blog (steriotypes, I know, but it’s a good example).

Look at these two images:

How to create the VISUAL aspect of your brand

One has a softer, more feminine vibe. The other is more fierce and moody.

Both could be used for a feminine audience, but the mood and message are very different.

These ideas apply to ALL the images you use – for your web pages, your blog posts, your instagram, and especially for the images that you use of YOU – the beating heart of your brand.


One of the best tips I can give you to help you create the visual story for your brand is to use pinterest.

You can create a board for your brand and start pinning images that are in synch with your brand message, vision, your shared client values and that you know will connect with your dream clients.

Once you see the a group of images together that have been specifically curated to tell your brand’s story, you’ll SEE how important the visual side is going to be.

This is also a great tool to give to your designer so they can get a clear idea of the vibe that you want your brand to convey.

Here is an example of a pinterest board I created for a photo shoot I was doing with a client.    We were going after 4 distinct looks and this board helped us to pull together the costumes, pick the locations and set the tone for our day long shoot.

You can do the same thing for your brand.  It’s a great way to SEE what your brand might actually look like once you have your site set up and all your social media working together.    HIGHLY recommended!

If you want to learn more about how to create your brand, be sure to grab my free guide:  Your Brand Plan, which will help walk you through the basics of creating YOUR brilliant brand.

And, as always, if you have any questions, you can leave a comment, or send me a note – I’d love to support you in any way that I can.

xo, Lisa

I just opened the doors for this – a great, super affordable way to get your website branded, written and built with tons of help and support along the way.

The Bold Brand Intensive starts on August 17th