This week’s Content Classroom features an incredible guest takeover by Floss Gibbs, a talented brand designer who has helped shape the new look for Javelin Content. Floss shared some fantastic insights on the three key areas every small business owner should audit in their branding: fonts, colours, and logos.
If you’ve been feeling like your branding isn’t quite hitting the mark, this is your chance to reset and start 2025 with a more professional, cohesive brand identity.
The Three Branding Essentials for Small Businesses:
1. Logos: Don’t Overuse One Logo Everywhere
Most small business owners make the mistake of designing one logo and using it for every purpose, whether it’s a favicon, social media profile, or a YouTube banner. Floss explained why this approach doesn’t work. Different applications require different versions of your logo, known as sub marks or secondary logos.
For example, a small, square favicon doesn’t work well with a detailed, full-size logo. Instead, create a simplified version, such as an icon or symbol, that represents your brand in smaller spaces. If you’ve worked with a designer, you might already have these sub marks but aren’t using them. And if you’ve DIY-ed your logo, tools like Canva can help you create secondary versions easily.
I implemented this advice on my own website and social media, and the results were immediate. My brand looked more polished and professional, without losing its personality.
2. Fonts: The Overlooked Branding Tool
Floss emphasised the importance of font consistency across your website, newsletters, and social media. Using too many fonts creates a scattergun effect that can make your brand look chaotic. One of her clients had used 28 different fonts on their social media grid, which left their audience confused and disconnected.
Instead, stick to just two font families and use their variations (like bold or italics) for different purposes. For example:
Bold for headlines
Italics for quotes
Regular weight for body text
Free tools like Google Fonts make it easy to find font families that work across platforms, ensuring your brand looks cohesive no matter where your audience encounters it.
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3. Colours: Balancing Bold and Subtle
Using bold signature colours is a great way to make your brand stand out, but without a secondary colour palette, your visuals might clash or become hard to read. Floss recommended creating a complementary palette with lighter tones for backgrounds and darker shades for text or buttons.
This approach ensures your graphics are legible and professional-looking, even when viewed at a glance on fast-moving social media feeds. For example, your primary colours might be vibrant red and deep blue, while your secondary palette includes soft greys or whites for balance.
Take a moment to review your colours. Are they working together, or do they feel overwhelming? Adjusting your palette can make a huge difference in how your brand is perceived.
How Branding Changes Everything
I’ll be the first to admit I didn’t take branding seriously at first. Like many small business owners, I just wanted to get things done. But after working with Floss and implementing her advice, I realised how much more confident I felt about my website and marketing materials.
Branding isn’t just about looking good – it’s about feeling proud of your business and the impression you leave on your audience. By focusing on fonts, logos, and colours, you can create a brand that feels cohesive, professional, and uniquely yours.
Take Action on Your Brand Today
Here’s your branding homework for this week:
Review your logo. Do you have secondary versions for small spaces? If not, create or request them.
Audit your fonts. Are you using more than two families? If so, simplify them and create a consistent hierarchy.
Look at your colours. Do you have a secondary palette to balance your bold tones?
Small changes like these can make a huge difference. Start now, and you’ll enter 2025 with a brand you’re proud of – one that attracts clients and builds trust.
