Hey Reader!

Remember last week when we talked about brand image and brand voice needing to work together?

Well, this week we're getting practical.

Like, actual-steps-to-take practical.

Because here's what I see happen all the time: You know your brand needs to be consistent, but every time you sit down to create something, you're like... "Wait, which blue was I using? Was it this one or that one? And where did I save that logo file again?"

Any of that sound familiar?

Quick version if you're short on time:

• Create a brand kit with your logo variations, exact colors, and fonts
• Stop using "close enough" colors – use your EXACT hex codes every time
• You need multiple logo variations (not just one!)
• Tools like Canva make storing and using your brand elements super easy
• Documentation saves you time and keeps you consistent

Prefer to Watch or Listen? 👇🏽

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Still here? Let's build your brand kit together...

The thing about brand consistency is that it's really hard to be consistent when you don't have everything documented in one place that's easy to access.

Think of your brand kit like a recipe...

You wouldn't try to bake a cake by memory every time when starting out?

Constantly guessing at the measurements, right?

You'd mess it up half the time!

Your brand deserves the same attention to detail.

Over time, after you use the brand elements regularly, you may be to the point where you memorize it, just like your favorite recipe.

But that takes time!

What Actually Goes In Your Brand Kit

Your brand kit is basically a collection of all your visual brand elements in one easily accessible place.

Here's what you need in your brand kit:

1. Logo Variations (Yes, Plural!)

Here's one of the biggest mistakes I see: people only have ONE version of their logo, and then they're constantly trying to make it work in spaces where it just... doesn't fit.

You need multiple variations of your logo. At minimum, you should have:

Full Logo – Your complete logo with any tagline or subtext you use. This is typically what you use on your website header, business cards, and official documents.

Logo Mark/Icon – Just the symbol or icon part of your logo without the text. This is perfect for social media profile pictures, app icons, or small spaces like the address bar of your website (favicon) where the full logo would be too busy.

Horizontal Version – Your logo arranged in a horizontal layout. Great for website headers, email signatures, and wide banner spaces.

Stacked Version – Your logo with elements stacked vertically. Perfect for Instagram stories, narrow sidebar spaces, or anywhere a horizontal layout would be too stretched out.

Black and White/One Color Version – Sometimes you need to use your logo on colored backgrounds or in print where color isn't an option. Having a solid black, solid white, or single-color version saves you so much hassle.

I promise you, the first time you need to put your logo on a colored background or in a tight square space and you actually HAVE the right variation ready to go? You'll thank yourself for doing this prep work.

2. Your Brand Colors (With EXACT Codes!)

Okay, let's talk about the second big mistake I see constantly: using "close enough" colors.

You pick a beautiful blue for your brand. You use it a few times.

Then six months later, you're creating a new graphic and you think, "Oh, it's kinda like this blue... or maybe this one?" And you just pick one that looks similar.

But here's the problem: "close enough" creates visual inconsistency that your audience will notice, even if they can't quite put their finger on why your brand feels off.

Here's what you need to document for each of your 3-6 brand colors:

• Color Name (give it a name you'll remember – "Studio Blue" or "Primary Brand Red")
• HEX Code (for digital use – websites, social media, emails)
• RGB Values (also for digital/screen use)
• CMYK Values (for print materials)

Where do you find these codes? If you're working with a designer, they should provide them. If you're DIYing it:

• Use a color picker tool like Adobe Color or Coolors.co (I personally use and love Coolors. They have an app that makes grabbing my, or clients, brand colors on the go really easy)
• If you see a color you love online, use a browser extension like ColorPick Eyedropper to grab the exact code
• Canva shows you the hex code when you click on any color

Pro tip: Don't just save these codes in a random notes app. Put them directly into your brand kit (we'll talk about where in a minute).

3. Your Fonts

You need at minimum three fonts documented: one for headings, one for subheadings, and one for body text. You can also add an optional accent font if you want something for special callouts or design elements.

For each font, include:

• The exact font name
• Where to find it (Google Fonts, Adobe Fonts, etc.)
• Any specific weights you use (Light, Regular, Bold, etc.)

For example:

• Heading Font: Montserrat Bold (Google Fonts)
• Subheading Font: Montserrat SemiBold (Google Fonts)
• Body Font: Open Sans Regular (Google Fonts)
• Accent Font (Optional): Playfair Display Italic (Google Fonts)

Pro tip: You can use different weights of the same font family for headings and subheadings to create visual orderwhile maintaining cohesion – like I did with Montserrat in the example above.

Important note about fonts: Stick to web-safe fonts or fonts available on the platforms you use most.

There's nothing worse than creating a template in Canva with a fancy font, and then your VA can't access it because it's not available to them.

Where to Actually Store All This (So You Can Find It!)

Create a folder in Google Drive, Dropbox or somewhere safe. In there document your color palette, fonts, etc. Also upload ally our logo files for easy access.

Most everyone in the digital space nowadays uses Canva. I strongly recommend it if you are not. It is user firefly, intuitive to use and packed full of features to make you feel like a pro.

But one of the best parts?

Canva's Brand Kit feature.

The paid version (Canva Pro) lets you upload logos and create full brand kits, which honestly makes it worth the investment if you're creating content regularly.

This means you have easy access to your brand elements easily at your fingertips every time you go to create any piece of content.

Here's how to set it up:

1. Go to your Canva account
2. Click on "Brand Kit" in the left sidebar (or find it under your account settings)
3. Upload all your logo variations
4. Add your brand colors with their hex codes
5. Add your fonts

Now every time you create something in Canva – a social media graphic, an email header, a presentation – all your brand elements are right there.

No hunting through files, no guessing at colors, no inconsistency.

The key is having at least ONE place where everything lives and is easy to access.

The Mistakes That Are Costing You Consistency

Let's revisit those two big mistakes we talked about, because they're SO common:

Mistake #1: Using "Close Enough" Colors

Every time you use a slightly different shade of your brand color, you're diluting your brand recognition.

It might seem like a tiny thing, but it adds up. When someone sees three different shades of blue across your Instagram, website, and emails, their brain registers it as inconsistent – even if they can't consciously identify why.

The fix: Save your EXACT hex codes in your brand kit and use them EVERY. SINGLE. TIME. No exceptions, no "close enough," no guessing.

Mistake #2: Not Having Enough Logo Variations

Trying to force one version of your logo into every space is like trying to wear the same outfit to the gym, a wedding, and a business meeting.

IT'S NOT GONNA WORK!

When you only have one logo file and you need to use it in a square space, you end up stretching it, squishing it, or leaving awkward white space around it. None of these options look professional.

The fix: Create (or have created) at minimum 4-5 logo variations so you always have the right version for the right space. Your brand will look polished and intentional instead of like you're just making it work with what you have.

Your Action Steps This Week

Okay, let's make this real. Here's what I want you to do:

If you're starting from scratch:

1. Choose 3-6 brand colors and document their hex codes
2. Choose 2-3 fonts and write down their names and where to find them
3. Get your logo in at least 3 variations (full, icon, and Black/white)
4. Set up a Canva Brand Kit and/or create a Google Doc/Dropbox folder with everything

If you already have brand elements:

1. Gather all your logo files in one folder
2. Find the hex codes for your brand colors (use a color picker if needed)
3. Check if you have all the logo variations you need – if not, create them or have them created
4. Set up your Canva Brand Kit so everything is in one place

For everyone:

1. Test your brand kit by creating one social media graphic using ONLY the elements in your brand kit
2. Notice how much faster and easier it is when everything is right there
3. Commit to using ONLY these exact elements moving forward

Why This Matters More Than You Think

I know documenting your brand might feel like busy work, especially when you have a million other things to do in your business.

But here's the truth: every minute you spend documenting now saves you 10 minutes later.

No more hunting for files. No more second-guessing colors. No more recreating the same things over and over because you can't find the original.

Plus, when you're ready to work with a VA, designer, or any collaborator, you can just share your brand kit and they'll know exactly how to represent your brand. No back-and-forth, no revisions because they used the wrong blue.

THAT'S THE POWER OF DOCUMENTATION.

Coming Up Next Week

Next week, we're diving into the other half of your brand: your brand VOICE. We'll talk about how to define how you sound, document your communication style, and make sure your words match your visuals.

Because remember – brand image and brand voice work together. We're building both sides of your brand foundation!

Got questions about creating your brand kit? Hit reply and let me know what you're struggling with. I read every email, and I'm here to help!

Interested in having someone do your brand stuff for you? Get in touch. We are happy to help!

P.S. This Tips Tuesday is now also available as a video on YouTube! Watch them here and don't forget to subscribe to the channel so you never miss a tip. Whether you prefer to read or watch, I've got you covered!