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Branding + Aesthetic 101

So you're starting your own company or brand? Let's talk about branding + aesthetic. They play a huge role in the success of your brand/company.


First of all, what is branding?


Branding is how your brand is defined and explained to other people. It's a logo. It's a style of font or color scheme. It's how other people will identify you/your company.

For example, the Starbucks logo. You can point out a Starbucks from a mile away.



Aesthetic is the pleasant, positive or artful appearance of a person or a thing. In pop culture, an aesthetic refers to the overall style of someone or something. It's when you look at someone's feed and think it is pleasing to the eye.


"Your aesthetic is how you explain your brand artistically."

When starting your brand, you should first establish an aesthetic.

Your brand and aesthetic go hand in hand. Your brand is YOU. Your aesthetic is the mood you give off. People should be able to identify your brand by looking at your logo or colors.


Let's use Starbucks as an example. The Starbucks logo is very well-known and identifiable.

Their brand is their logo. It's coffee, it's cozy, it's their dark green, tan and white color scheme.

Their aesthetic is cozy, tan, inviting. Coffee shop vibes.

Have you noticed this whole post so far has matched one aesthetic?


Your aesthetic may change with the season, but it's still identifiable as your brand.

If it's faded + vintage, you may have more burnt oranges for fall or dark yellows and browns.

But, you wouldn't randomly have pops of bright colors like purple or pink.


Start with a mood board.

What colors do you want your brand to stick to?

What does your brand stand for?

Are you bright and poppy? Are you muted colors? Are you strictly black and white?


What unique ways can you show your brand style?

Maybe it's a feed of the same color scheme and different textures. Maybe it's creative angles of photography or shadows.


It can be overwhelming to start fresh and not know your brand's direction quite yet. That's okay!

Your brand will change and you will establish your identity and aesthetic as you go.

It may change a few times before it sticks.


Now, go out there and make your brand known! We believe in you!


with love + posi vibes,

the posi team

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