How To Create A Really Compelling, Focused Brand Identity: Pt #2, Tone + Visual Elements

How To Create A Really Compelling, Focused Brand Identity: Pt #2, Colour Psychology

In this Brand Identity Series we are walking through the process I highly recommend you go through, to Create a Compelling, Focused Brand Identity. We have already covered a lot in Part 1, if you missed that - scoot over to that post and then right back here to learn how to make your business a distinctive white elephant.


  1. Paint Colour Swatches

  2. A3 Mountboard or Foamboard, Neutral

  3. Assortment of elements (old photos, ornaments, leaves/flowers... Anything that inspires you.)

  4. Magazines

The Lay

Being sure to have nabbed yourself a whole host of paint swatches in lots of varying tones, don't be shy... Keep them close by as we begin the exercise.

Lay out your board, I highly recommend doing this physically (purely for a different level of creativity) and not sticking to a digital board - but if that's what you need to do that's absolutely OK! So here you are tentatively laying out everything that may have inspired you, including the words you wrote. I want you to look at these words altogether and pick 3 that best sum up what you want your brand to look and feel like. With those words at the forefront begin to add your magazine cut-outs (images, fonts, textures, patterns) anything that intuitively resonates with you. There will probably be an abundance but don't limit yourself just analyze.

You may indulge in this process for some time, but when you feel you have enough... Looking at each picture (Marie Kondo Style) ask yourself:

Clarifying Your Brand Identity

You are now beginning the process of elimination. You will begin to remove elements that are simply there because you like them but do not correlate with your 3 words or Your Brand Story. It was crucial in the beginning to span wide and long and gather everything that moves you but in this second stage we have to start matching up what moves you to what's aligning with your Brand Identity.

As you whittle down all your images, fonts, elements, words, fabrics use washi tape or glue to stick these in place. No perfectionism necessary.