How to Build a Basic Brand Kit (Even If You're Just Starting Out)
If you feel like your social media, website, and business cards all look like they were made by three different people, this one’s for you.
Branding doesn’t have to be complicated. You don’t need a full-blown rebrand or $5,000 design package to look put-together. What you do need is consistency. And that starts with a simple brand kit.
Today I’ll walk you through how to create a basic brand kit that keeps your visuals looking polished even if you're doing it all yourself.
In Today’s Article:
What a brand kit is and why it matters
The 5 elements every brand kit should include
Free tools to build yours today
The one thing to avoid when picking brand colors
1. What Is a Brand Kit and Why You Need One
A brand kit is just a fancy way of saying: “Here’s how everything should look.”
It includes your colors, fonts, logos, and other visual elements you use again and again. When everything matches, people start to recognize your business instantly, whether they see a flyer, Instagram post, or email from you.
It’s not about perfection. It’s about being recognizable.
2. The 5 Elements of a Basic Brand Kit
Here’s what I recommend including in every starter brand kit:
1. Logo
One full version + a simplified icon version (like just your initials or symbol).
2. Color Palette
Pick 3–5 colors max. One main, one or two accents, and a neutral (like white, black, or gray). Make sure they look good together!
3. Fonts
Choose 1–2 fonts you’ll use across everything (headlines and body text). Keep it readable.
4. Brand Voice or Vibe
Write a sentence or two that explains your tone. Are you playful and witty? Calm and professional? Bold and edgy? Name it.
5. Sample Visuals
Drop in a few social posts or website screenshots that show your style. This is helpful when you’re hiring help or trying to stay consistent later.
3. Free Tools to Build Yours
Canva: Perfect for storing colors, logos, and fonts in one place
Coolors: A great tool to explore and save color palettes
Google Fonts: Free, web-safe fonts you can use anywhere
Notion or Google Docs: Use it to organize your kit in a way that’s shareable
4. One Mistake to Avoid
Don’t choose colors just because they’re trendy. Your brand should reflect you and your audience, not what’s hot on Instagram this week. If you want to stand out, be authentic, not just aesthetic.
Wrap-Up
You don’t need a full design degree to look like a brand that has its act together. Build your basic brand kit once, and you’ll save yourself hours of design guesswork later. Plus, it helps every single piece of marketing you create feel more professional and aligned.
Need help putting yours together? Send me what you’ve got. I love doing this part.