Your First Brand Kit
If you’re a small business owner just getting started, you’ve probably heard the term brand kit thrown around.
But what does that actually means? And more importantly, how do you build one without feeling completely overwhelmed?
Your first brand kit doesn’t need to be complicated. It’s simply a set of tools that help your brand look, sound, and feel consistent across everything you do, from your Instagram posts to your website, flyers, or even email signature.
Let’s break down what you need (and what you don’t), step by step.
A Logo (and Variations)
Your logo is the face of your business. But you don’t need 15 versions and animated sparkle transitions to start.
What you do need:
A Primary Logo: This is your main design, usually horizontally or stacked, with your business name clearly displayed
A Secondary Logo: A simplified version (eg. just initials or an icon) that works at small sizes or in tight spaces
A Monochrome Version: A black or white version of your logo for use on coloured backgrounds or print
Tip: Keep it legible and scalable. Fancy effects can come later.
Colour Palette
Colour is emotion in design form. It shapes how your audience feels when they see your brand.
Your starter palette should include:
1-2 main colours (your brand’s dominant identity)
2-3 accent colours
1 contrast colour
Choose colours that align with the mood you want to create. Calm? Go soft and muted. Energetic? Think bold and vibrant.
Tip: Use free tools like Coolors to explore palettes.
Fonts
Fonts set the tone just as much as colour does. A solid starter brand kit includes:
A heading font (the attention grabber which can be bold, serif, or modern)
A body font (the easy-to-read one for paragraphs and descriptions)
Optional accent font (like a handwritten or decorative type but remember not to overuse it!)
Keep it simple. Two well-chosen fonts that contrast nicely are better than five fighting for attention.
Tip: Choose Google Fonts for free, easy-to-embed web-safe fonts.
Tone of Voice & Key Messaging
Design isn’t just visual. Your words need to match your brand’s identity too. Your voice should answer:
How do you want people to feel when they read your content?
Are you friendly? Formal? Reassuring? Bold?
What are a few words you always want to be associated with your brand?
Tip: Create a tone of voice guide with examples on how to use your tone of voice
Social Media Content
You don’t need to reinvent the wheel every time you post on Instagram or Facebook.
Creating a few Canva templates that use your colours, fonts, and tone will":
Save you so much time
Build consistency
Help your audience instantly recognise your posts
Start with:
A post template (4:3 aspect ratio)
A story template (vertical)
A quote or tip template
An announcement template
Tip: Keep text readable and image space flexible. Don’t overcomplicate it.
Your first brand kit doesn’t need to be expensive or complicated. But it does need to reflect who you are and help your audience remember you.
If all of this feels exciting but a little overwhelming, I’ve got you.
I help small businesses like yours build brand kits that are rooted in story, strategy, and YOU! No cookie-cutter solutions. Just branding that feels like home.
Let’s work together. Feel free to book a discovery call here.
