Does Your Brand Need a Makeover?

Written By Natalie Gusler

When it comes to branding, the devil is in the details—and the magic is too.

Many small business owners start with a logo and a vague idea of their aesthetic, but over time, an inconsistent or outdated visual identity can dilute your message. One of the most powerful ways to refresh and transform your brand is by thoughtfully choosing your color scheme, font, and photography style.

Here’s how these three elements can redefine your business presence—and make a lasting impression.

1. Choose a Color Scheme That Tells a Story

Color is one of the first things people notice about your brand. It’s more than just decoration—color psychology can evoke emotion, communicate your values, and even influence purchasing decisions.

Ask yourself:

  • What feelings do I want people to associate with my business?

  • Am I looking for something calm and modern, bold and playful, or luxurious and timeless?

Examples:

  • Earthy tones (greens, browns, neutrals) feel grounded and trustworthy—great for wellness or eco-focused brands.

  • Bold primaries (red, blue, yellow) grab attention and suit brands that are energetic and confident.

  • Monochrome palettes (black, white, gray) suggest elegance and professionalism.

Once you settle on a palette, use it consistently across your website, marketing materials, signage, and social media. Consistency breeds familiarity—and trust.

2. Pick Fonts That Match Your Voice

Fonts carry personality. A sophisticated serif says something very different than a minimalist sans-serif. The right typeface enhances your message and brings cohesion to everything from your logo to your Instagram posts.

Consider:

  • Serif fonts (like Le Jeour Serif or Playfair Display) feel classic, formal, and editorial.

  • Sans-serif fonts (like Darker Grotesque or Montserrat) are clean, modern, and approachable.

  • Script or handwritten fonts (like Brittany or Signature)can add creativity or warmth—but should be used sparingly for readability.

Pro Tip: Limit yourself to two complementary fonts—one for headings and one for body text. This keeps your look polished and professional.

3. Define a Photography Style That Reflects Your Brand Personality

Your photos lock in the image you first portrayed to your customers. Whether you take your own pictures or work with a photographer, choosing a signature photo style will elevate your brand and set you apart.

Ask:

  • Should your brand feel candid and lifestyle-oriented? Clean and product-focused? Vibrant and editorial?

  • Do you want photos to be warm-toned and inviting or cool-toned and sleek?

Create guidelines for:

  • Lighting: Natural vs. studio, warm vs. cool tones.

  • Subjects: People-focused, product-focused, or a mix.

  • Composition: Minimalist flat-lays, close-ups, wide shots with lots of negative space.

When your photos have a cohesive aesthetic, your brand feels intentional and professional—whether someone’s viewing your website, scrolling your feed, or flipping through a brochure.

The Takeaway

Rebranding your business doesn’t have to mean starting from scratch. By aligning your color palette, typography, and photography style, you can breathe new life into your brand—and communicate more clearly with your audience.

Whether you’re launching a business or refreshing an existing one, these visual choices help define how the world sees you. And when done right, they make your brand not just look better, but feel more aligned with your mission and message.

Natalie Gusler