A brand is what people feel and remember about you. The brand identity is the set of visible parts that create that memory.
The four building blocks
- Logo: simple enough to read at the size of a phone icon.
- Colours: one main colour, one accent, and neutrals (white, grey, dark). Use them the same way every time.
- Typography: at most two fonts, one for headings and one for body text.
- Voice: how you sound. Friendly or formal? Short or detailed? Write three words that describe it.
Design basics that make anything look better
- Contrast: make important things clearly different (size, colour, weight).
- Alignment: line things up; nothing should sit in a random place.
- Repetition: reuse the same styles so pieces feel like a family.
- Proximity: group related things together, separate unrelated ones.
- White space: empty space is not wasted, it lets the eye rest.
Consistency checklist before you post
- Right colours and fonts?
- Logo placed the same way as last time?
- Sounds like your voice?
- Readable on a small phone screen?