5 Common Brand Styles & How to Figure out Yours

I know that this is a crazy time for all of us with everything that’s going on in the world (#COVID19), but I decided that I still wanted to post to give you something a little more fun and positive to think about.

So, this week I’m talking about 5 common brand styles and how you can figure out what your business’ brand’s style is. I have a fun quiz and some freebies to go along with this topic, so be sure to stick around until the end so that you can get all of that info!

I want to talk a little bit about branding in general before I get into specific brand styles. Your business’ brand is the combination of visuals and experiences that a person associates with you. While branding does include things like your logo, color scheme, and Instagram aesthetic, I want to make it clear that branding is so much more.

A quote by marketing expert Seth Godin explains branding well. He says:

“A brand is the set of expectations, memories, stories, and relationships that taken together, account for a consumer’s decision to choose one product or service over another.”

– Seth Godin

Visuals play a big part in helping brands tell their story, and that’s why we often think of these first when someone mentions branding.

Let’s talk about 5 common brand styles, and how you defining your brand can help you better tell your story. While there are definitely more than 5 brand styles out there, the ones I’m mentioning in this video are styles I see often. I think they are a good place to start when defining a brand.

Brand Style #1: Warm + Feminine

The first style I want to talk about is warm + feminine. My brand style for Maya Palmer Designs falls under this category. Here’s some characteristics of this brand style: 

• First, let’s talk about personality. If you are a solopreneur or small business owner, chances are that your personality is going to affect the way you do business and your overall brand. Those with a warm + feminine brand style are often subtle and kind. You make all of the women you serve feel welcome.
• Your brand can be classy + luxurious, or a bit more laid back. Whichever the case, your brand celebrates femininity, and your customers love that (can someone say#girlboss?!).
• Stick to warm pastels mixed with neutrals and a few pops of bold color.

A good real-world example of the warm + feminine brand style is Cato. Cato sells women’s clothing. If you take a look at their Instagram feed, you’ll see that they balance bold colors with neutrals and pastels. Overall, the photos have a soft, feminine quality to them.

Brand Style #2: Bright + Bubbly

While feminine brands often incorporate bright colors, those with a Bright + Bubbly style emphasize boldness and color as a way to stand out. Here’s some characteristics of this brand style: 

• Like a glass of lemonade, you offer something refreshing, sweet, and a little zesty.
• You are bold and aren’t afraid to take risks.
• You love being the center of attention and having fun!
• Your brand easily catches the attention of others, and you’re all about making connections!
• Stick to vibrant colors balanced with a few neutrals.
• Keep making a statement and let your creativity shine!

Maghon Taylor of All She Wrote Notes is a great example of the Bright + Bubbly brand style. She is known for her love of hot pink and colorful confetti. I love seeing her cheerful posts on Instagram and they always stand out in my feed. 

You’ll notice that Maghon also has a bit of feminine style incorporated into her brand since women are her main audience. Overall, though, it is her colorful style that sets her apart. It’s okay if you don’t fall exactly into one category or another, just try to focus on the most prominent aspects of your brand when you are starting to develop a style.

Brand Style #3: Cool + Calming

Cool and calming brands are also refreshing, but in a more soothing way than colorful, exciting brands. Here some characteristics of this brand style: 

• In a sea of loud marketing buzz, your brand is a calming oasis.
• Your design style is influenced by nature.
• You trust deeply in your heart, intuition and the universe, and this is apparent in your business. Your style makes everyone feel comfortable.
• For your brand, choose an accent color that pops and pair it with earthy tones, textures and patterns. These brands often stick to a cool color palette – blues, greens, and purples, and the colors may be more muted.

Essential Oils company Young Living makes use of the cool + calming style. If you pull up their Instagram, you’ll notice that they incorporate a lot of greens and neutrals into their aesthetic, often through the use of florals. This helps them create the wellness vibes that will appeal to their target audience.

Brand Style #4: Classic + Sophisticated

Now, we’re getting into brand styles with a more reserved use of color. Here are some characteristics of a classic + sophisticated brand style: 

• Your design style emphasizes on exceptional quality.  Classic brands have a more refined sense of who they are and this is often reflected visually through high quality imagery and fonts that are simple, yet still have character. Classic brands may not use a lot of crazy colors, but they still have an intentional way of sharing their message.
• You’re an influencer and a thinker. Everything you do has a functional purpose.
• You like practicality and are inspired by traditional, timeless pieces.

Rolex – a luxury watch company that has been around for more than a century, has a classic style that appeals to their fans.

Brand Style #5: Modern + Minimal

Last but not least, we have the modern + minimal brand style. When I think of this style, I automatically think of Apple. From their use of black, white, and gray, to the minimal design of their products, they like to keep things simple and sleek Here are some characteristics of a modern + minimal brand style: 

• Less is more for you and you focus more on what you do have than what you don’t. 
• You don’t like clutter and cut out unneccessary matters in your business.
• Your brand style is simple and sleek.
• Whitespace and monochromatic colors are your thing.
• You appreciate the beauty in simplicity and quality.

Tesla’s Instagram feed shows a modern + minimal aesthetic. They show off the sleek angles of their car models in pictures, and thumbnails for videos are black and white, with short text. I do what to mention that when it comes to this style, you don’t have to be in the tech industry. There are minimalists out there with a more boho, style.

Final Thoughts

If you would like to work with a professional designer to create a logo, brand identity suite, and website for your small business, check out my Brand + Showit Web Design services.

If you have any questions, feel free to leave them in the comments. 

Stay safe and take care!