How to Find Your Visual Brand Style (Even If You’re Starting from Scratch)

Step 1: Understand What a “Visual Brand Style” Actually Is

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Your visual brand style is the combination of visual elements that consistently represent your business across everything—from your website and social media to packaging, emails, and yes, your branding photography. 

 

The goal is to create a cohesive style based on the following:​

• Color palette

• Fonts and typography

• Imagery and photography style (bold and bright? dark and moody?)

• Design elements like textures, icons, or graphics

• Layout preferences (minimalist? bold? playful?)

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But here’s the catch: Your visual style shouldn’t just look good—it should communicate who you are, what you do, and who you serve. There needs to be a parallel between how your brand appears in the world to attract the kinds of clients you want to work with.

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Step 2: Define Your Brand Personality

Before picking colors or fonts, take a minute to define how you want your brand to feel. If your brand were a person, how would she show up in a room? How would she make her family and friends feel? 

Ask yourself:

• What 3 words describe the energy and essence of my brand? (Examples: calm, bold, creative, confident, nurturing, adventurous)

• How do I want my clients to feel when they interact with my business? How do I want to be seen and known to my audience?

• What kinds of brands or visuals am I naturally drawn to—and why?

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Pro tip: Don’t be afraid to name your brand’s vibe. For example, is it “calming and grounded,” “graceful and empowering,” or “fun and rebellious”?

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Step 3: Build a Mood Board (The Right Way)

A mood board is a visual playground where you can explore the look and feel of your brand before committing to anything. I typically use Pinterest with my clients, but any way you can start to collect and gather ideas is good!

Start collecting:

• Photos (from Pinterest, Instagram, other businesses in your niche)

• Color swatches and combinations

• Logos and fonts you're drawn to

• Textures or patterns (linen, marble, velvets, metallic, paper, etc.)

• Inspo from other industries in tandem to yours—not just your own.  This may open up a whole other world of possibilities! 

 

Look for patterns. Do you see lots of earthy tones? Crisp whites and blacks? A mix of florals and cursive fonts? That’s a sign of your emerging style.

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Goal: Don’t just collect what’s “pretty” or "trending"—collect what aligns with your brand’s personality.  Also remember this is they gathering stage.  Make sure to cull through your mood board and narrow it down to what really inspires and resonates with you. 

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Step 4: Choose a Core Color Palette

Color is one of the fastest ways to make your brand recognizable.

Here’s how to pick your palette:

• Choose 1–2 main colors that anchor your brand

• Add 2–3 accent colors for flexibility

• Make sure it includes at least one neutral for balance

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Use tools like Coolors or Adobe Color to generate palettes from images you love. 

 

Grab a book on color theory if you want to dive deeper in! We also love having our clients visit a color stylish in preparation to their photo session- we love working with our favorite House of Colour stylists in Stowe and Essex!

 

Reminder: Think about how your colors will photograph—especially if you're booking a branding shoot! (Spoiler: I help with that.)

 

Step 5: Decide on Fonts and Typography

Your fonts can say a lot about your business. (Sleek and sexy? Whimsical and fun? Elegant, modern and high-end?)

Keep it simple:

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• One headline font (for logos, banners, big statements)

• One body font (for paragraphs, captions, small print)

• Optional: One accent font for flair

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Choose fonts that are legible, cohesive, and accessible across platforms. Keep in mind the feel or your business, who you're trying to attract, and how you want to be perceived by potential clients. 

 

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Step 6: Get Clear on Your Imagery Style

Now that you’ve got your mood and palette in place, it’s time to think about photography.

Ask yourself:

• Do you want light + airy or moody + dramatic? Do you want a more muted palette or do you say "bring on the color!"

• Are you drawn to minimal white space or rich textures? Does your web designer need this for copy space?

• What kinds of environments or props feel like “you”? Do you need an office setting? Or outside on the mountain? Maybe a cozy cafe?

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This is where working with a branding photographer (hi!) can help bring your vision to life. I guide my clients through this exact process so they can show up feeling confident and on-brand in every photo.

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Click here to learn more about working together!

 

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Step 7: Create a Visual Style Guide

This doesn’t have to be fancy. Just gather everything you’ve discovered and keep it in one document or folder:

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• Your mood board (from Pinterest, screen shots in a Google Folder, or even an actual cut-and-paste mood board!)

• Color palette (with hex codes esp. for your web designer)

• Fonts + Logos

• Sample imagery and scenes you want to recreate//inspire you 

• Keywords that describe your brand personality- don't be afraid to get creative and weird with is!

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This becomes your "brand bible"—something you (and your team or designer) can refer to every time you make a visual decision.  Doing this might seem daunting, but doing all this back end work is essential in creating a clear and concise visual story for your brand!

 

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Final Thoughts: Your Style Will Evolve—And That’s OK

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Don’t stress about getting it “perfect” right away. Your brand is a living, breathing entity—and your visual brand style will grow along with it as you come more and more into yourself and keep refining what you offer. The goal is to have a strong foundation you can build on. It's about making imperfect action often. 

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And if you ever feel stuck, not to worry! That’s what I’m here for. Current client, past client, and future clients! I help women-owned businesses in Burlington (and beyond!) bring their brands to life through strategic, personality-packed photography.  I absolutely love being able to help my clients see the beauty in themselves that we all see so clearly.  It's a way to empower women to step out of their comfort zone, to do something special for their businesses because YOU ARE WORTH IT!

 

Want Help Defining Your Brand Style?

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Let’s collaborate. I offer branding photography experiences that start before the camera comes out—so your photos aren’t just beautiful, they’re aligned with you and values. 

 

Email me at hello@owlsirisphotography, or send us an inquiry!

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