How to design a visual brand for your digital product


Over the last couple of weeks, I covered why your signature offering needs a brand of it’s own and how to create your offering’s brand strategy.

This week, we’re digging in and covering how to go about designing a visual brand for your digital product.

If you want to catch up on the last two posts:

6 reasons to brand your signature offering

3 steps for branding your signature offering

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I’ll be the first to admit that designing anything for your own products can be the biggest P.I.T.A., which is why I’m such a fan of outsourcing, but I also know that it’s not totally possible when you’re just getting started.

What you need is something to get your idea launched and into the world so that after a couple rounds you can rebrand and invest in the design of your offering.

1. Know the brand words (or core values) for your offer

I wrote a post a while back that still holds true about deciding on your brand words. Note to self: update the images 😉

Use that exercise to choose how you want your customers to feel and how you will communicate those words to your ideal customers.

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2. Understand how you want to position this offer

Refer to the last post in this series for positioning help. This part will be really important when you start to design the visual identify for your offer, because you need to understand how you want your customer to perceive your offer.

For example, do you want your offering to be perceived as luxe, limited, high-class and professional or accessible, laid-back, fun and youthful.

Those two scenarios are on complete opposite ends of positioning, so make sure you’re 100% clear where you fall.

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3. Curate inspiration

You want to start the visual design process by curating some inspiration for the style you want to go with.

My favorite tool for this is Pinterest. I have each of my clients create a Pinterest board to start collecting inspiration from around the web for their visual brand.

Paste your brand words and/or positioning statement into the description of your Pinterest board and get to pinning!

The best things to look for are:

  • images that evoke a specific feeling (refer to your brand words)
  • typography examples you love
  • colors
  • patterns
  • textures
  • examples of layouts and web styles

But remember: curate inspiration, not imitation.

To make sure you’re not imitating what you already see, I recommend steering clear from competitor’s websites and offerings so you’re mind doesn’t become jaded by what they are doing and is able to focus on what you want to create.

When you’re done collecting inspiration, you can pull together the best pieces that represent that overall style and feel you want into your own Brand Style Board. I create mine in Photoshop, but you could also use a free tool like Canva to do this (tip: use the “photo collage” template for your layout and then just pull in your own photos from Pinterest).

I’ll be doing a free video tutorial on how to do this soon, so stay tuned for that. 🙂

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4. Keep it simple

I’m talking: fonts, colors, tech, etc. Don’t overcomplicate anything.

Your product’s logo isn’t going to make or break the success of your launch, so don’t stress about making it perfect.

I recommend you choose 1 font that you love (bonus points if it’s the same font you use for your main brand so you can create some consistency) and 1-2 colors.

Make sure you’re logo is:

  • easy to read (no crazy script fonts for the name of your offer)
  • crisp (meaning it doesn’t look like you cut it out with dull scissors)
  • easy to use on different platforms (square for Facebook and Instagram, rectangular for blog posts and emails, etc)

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Having a clear style direction can make all the difference in your confidence when it comes to creating and launching your idea, so I would absolutely love for you to take action now.

If you haven’t already, figure out what you want to communicate and then go create a Pinterest board (secret, if you want to keep it hidden) and start collecting inspiration from around the web. This process can take anywhere from a day to a week, depending on how much time you have to spend on it.

If you are keeping the board public, paste the link into the comments below so we can all see what you’re working on and encourage you to take the next step!

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3 steps for branding your signature offering

Last week we talked about WHY you should brand your new offering and this week we’re going to talk about...