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How To Create Your Blog’s Brand Identity (+ Free Branding Kit)


Branding has never been something reserved only for businesses. Anyone can build a brand identity – including bloggers. A strong brand identity can be the difference between a successful blog and a blog stuck in mediocrity.

With millions of blogs existing throughout the blogosphere, bloggers have to do what they can to stand out. Brand identity provides this opportunity. It is brand identity that makes sure that your blog leaves a lasting impression in the minds of the reader. In this article, we show you how to take advantage of visual and textual methods to create the perfect brand identity for your blog.

Visuals, Visuals, Visuals

Visual branding is anything but new. Traders as far back as the 4th century BCE used visual images to promote commercial goods and to provide them with a personal identity. As we approach 2018, many bloggers are using techniques that are not so different to those used over two millennia ago.


Font selection goes hand-in-hand with a blog’s brand identity. Different fonts give off very different messages. Readers will make instant assumptions about your blog depending on the font that you choose. We really do judge books – and blogs – by their covers, and so you should think long and hard before settling on a particular typeface.

A font is a visual language. It should therefore reflect the personality and content of your blog. If your font and your content are at odds with one another, your blog’s brand identity will suffer. Always remember that your typeface should complement your text.

But the most important thing is to choose a font that is easily readable. If you choose a wacky font that is difficult to read, you can say goodbye to any attempt at forging a strong brand identity!


The colour scheme selected for your blog has a substantial impact on the creation of its brand identity. Decide on your colour palette before you type a single word. Once you are happy with your choice, take a note of the HTML colour codes (Hex and RGB) to save them for future use. Only use additional colours very occasionally. If you want to be successful in your blog branding, you have to be stringent with your choice of colours.

Having a good grasp of colour psychology is important for any aspiring blogger. In the same way that different fonts give off different messages, so do colours. Pink is traditionally considered a more feminine colour, whereas blue is considered more masculine. But others are more nuanced. For instance, greens reflects good taste, yellows confer positivity, and reds suggest authority.

Decide what you want readers to feel when they see your blog, then choose your colours accordingly. The right colour palette and fonts are the primary and simplest way to create a brand identity for your blog.

But words play an important part too.

Writing that works

The term ‘brand identity’ is normally associated with how something meets the eye. Often overlooked is just how much textual content contributes to brand image. Every single word on your blog plays a part in the creation of your brand identity.

Blog name

What’s in a name? An awful lot, it turns out. Your blog’s title is the first thing anyone sees. If you pick badly, it could be the only thing they see. Brand identity starts with your blog’s name. But how do you pick the right one?

Keep it short and sweet. This will help those that accidentally stumble across your blog to remember it in the future. Try to pick a name that complements what you are blogging about. Of course, you have a degree of artistic licence here – but always make sure that there is some connection between your blog’s name and your blog’s vertical. If you’re still stuck for ideas, why not check out our article on how to pick the perfect blog name.

A good rule to remember is that fashions change. It is all too tempting to name your blog after the latest trend, but what is popular today is rarely popular tomorrow. A few months down the line, a ‘fashionable’ name will make your blog look more outdated than avant-garde. Instead, choose a more traditional name that will not be affected by the passage of time.


Bloggers have to do everything they can to grab their readers attention – and then keep it. An enticing tagline is a good way to do this.

Great blogs have great taglines, and a great tagline plays a significant role in establishing a blog’s brand identity. Your tagline should capture the essence of your blog. Think about what your blog offers that others do not. Just like your blog’s name, your tagline should be memorable – so don’t overcomplicate things. A sharp, memorable tagline that invites your visitors in will be more successful than one that tries to be too clever.

It is worth noting that the tagline can also be a useful SEO tool. Most taglines contain an HTML tag, so you should always take this into consideration when deciding on what to write in your tagline field. If you would like more SEO tips for your blog then check out our article on the blogfoster Academy.

“About Me” page

Brand identity is largely about expressing personality. There is no better place to do this than in the ‘about me’ section on your blog. There are no fixed rules about what you can write here, so this is your chance to really shape your blog’s brand identity.

Lots of bloggers are so eager to get started with their first post that they neglect their ‘about me’ page. However, most new readers will go straight to this page to find out more about the blog. If they find little or no information, many readers will leave the blog altogether. Taking the necessary time and care over your ‘about me’ page is crucial. It is your best opportunity to carve out a brand identity for your blog – and this can in any form that you like.

A little end note

Taken individually, everything discussed above is an important part of a blog’s branding. It is only when they are all taken together, however, that brand identity is built. Brand identity is a composite of all these textual and visual elements – it is greater than the sum of its parts. Don’t let your blog get lost amongst the crowd. Follow these tips to create the brand identity that will take your blog to the next level. And this isn’t limited to blogs. A great brand identity can be used across social media too.

Not sure how to get started creating your brand identity? Download our free blog branding kit below and start experimenting: