BRAND NEW

I’m so excited you’re here!

You’re reading this workbook because you’re ready for something more. More alignment, more purpose, more growth. You’ve been building your brand, but maybe it feels like it's a little scattered or not fully “you.” This guide is designed to help you change that.

Inside, you’ll find insights to help you reconnect with what your brand really stands for and how to show it off with confidence and consistency. We’ll cover the core of your brand, your visual identity, and how to capture it all through strategic imagery.

Because here’s the truth: when your brand feels aligned, your audience feels it too. That’s when the magic happens leading to client attraction, easier content creation, and your business feels like an extension of your passion.

This workbook is for the creative entrepreneur who’s ready to align, attract, and grow with clarity. And I’ll be right here with you every step of the way.

Let's get artsy,

Isabella Unger | Brand Designer

P.S. Tag me on Social Media if you're working through it! I'd love to see your process: @IsabellaUngerImagery

1. BRAND CLARITY IS YOUR BUSINESS COMPASS

It helps you make confident decisions, from what to post to what services to offer.

2. IT CONNECTS YOU TO YOUR DREAM CLIENTS

People resonate with brands that feel real, consistent, and aligned with their values.

3. IT SAVES YOU TIME AND ENERGY

No more guessing what your brand should “look like.” Everything flows when you know your core.

4. IT BUILDS TRUST

A clear brand = a professional presence. People buy from those they trust.

5. IT HELPS YOUR VISUALS HAVE PURPOSE

Brand colors, photos, and content aren't just for looks! They’re tools to express your brand identity, your voice, your goals and your story.

WHO DO YOU WANT TO SERVE?

This is the heart of your brand. Knowing exactly who you’re showing up for helps you speak their language, design for their style, and solve their specific problems. Without this clarity, it’s easy to create a brand that feels scattered or doesn’t connect with the right people. Find your Avatar aka your ideal client.

WHAT TRANSFORMATION DO YOU WANT TO SEE IN PEOPLE?

People don’t just invest in a product or service; they invest in change. This question gets you thinking beyond what you offer and into what your audience experiences as a result of working with you.

HOW DO YOU WANT PEOPLE TO FEEL WHEN THEY SEE YOUR BRAND?

Your brand isn’t just seen, it’s felt. The mood, tone, colors, language, and visuals you use all shape your audience’s emotional experience. This question helps you design a brand that creates connection, trust, and recognition the moment someone lands on your page or picks up your material.

WHAT INSPIRED YOU TO START YOUR BRAND/BUSINESS?

Think back to the moment it clicked for you. What did you want to change, create, or offer?

WHAT MAKES YOU DIFFERENT FROM OTHERS IN YOUR INDUSTRY?

Your vibe, your process, your life story, your uniqueness.

DEFINE YOUR BRAND

BRAND VALUES

Defining your brand values is about identifying the core beliefs and principles that guide everything you do. From the way you communicate to the decisions you make and the energy you bring to your brand.

BRAND VOICE

BRAND VALUES

Defining your brand voice is all about finding the personality behind your words. It shows up in everything from your captions to your website, emails, video tone, and even the way you respond to DMs. It helps your audience recognize you, trust you, and connect with you.

CONTENT PILLARS

Content pillars are the core themes or topics your brand talks about consistently. Think of them like the main categories your content falls under. It helps your audience know what to expect from you and help you stay focused and intentional when creating content. Your pillars should reflect your brand’s mission, values, and expertise. They guide everything from social media posts to email newsletters, blogs, videos, and beyond.

VISUAL IDENTITY

CONTENT PILLARS

Visual Identity is the emotional tone your brand communicates through its colors, textures, layout, imagery, and overall design style. It helps create a sense of personality and atmosphere that aligns with your values and connects with your audience on a deeper level. Your visual mood shapes clients first impression by quietly telling them who you are, what you care about, and how they should feel.

DESIGN YOUR AESTHETICS

BRAND COLORS

TYPOGRAPHY STYLE

Your brand colors are a huge part of how people feel when they experience your business. Choose 3–5 colors that reflect your brand’s personality and values.

Think about color psychology: each color evokes emotions like trust, excitement, calm, or creativity.

Be intentional about the mood you want to set: Your palette should work together to create a consistent, memorable experience across all platforms.

TYPOGRAPHY STYLE

Your typography is the visual voice of your brand. It’s more than just picking fonts; it’s about choosing 1–2 main typefaces that align with your brand’s tone and personality.

Think about how you want your brand to feel: bold and modern, elegant and timeless, playful and creative, or clean and professional.

Choose styles that are not only beautiful but also easy to read across all platforms, from websites to social media to print.

VISUAL ALIGNMENT

TYPOGRAPHY STYLE

VISUAL ALIGNMENT

Your brand’s aesthetic sets the first impression experience before a single word is read. Choose a visual style that complements your brand’s values, voice, and energy.

Clean & Minimal, Bold & High Contrast, Light & Airy, Moody & Emotional, Artistic & Whimsical, or Luxe & Polished.

Your chosen style will set the stage for everything from your website to your social media presence. Pick the one that best reflects the mood you want to consistently communicate.

ESSENTIAL BRAND PHOTOS

BUSINESS PORTRAITS

Show your face and personality. Think about your outfit, background, and lighting.
→ Tip: Aim for a few variety shots: headshots, lifestyle, and candid moments.

BEHIND THE SCENES

Showcase your workspace or process to humanize your brand.
→ Tip: Show the creative process, not just the final product!

PRODUCT OR SERVICE IN ACTION

Capture your offerings in use or demonstrate them in action.
→ Tip: Bring authenticity and transparency to your brand, by sharing its purpose and functionality.

FLAT LAYS OR STYLED SHOTS

Great for showing tools, materials, or the vibe of a product, for example.
→ Tip: Incorporate your brand colors, textures, or props to add personality.

LIFESTYLE CONTENT

Show your brand in everyday moments. This makes your audience feel like they know you.
→ Tip: Highlight everyday moments that reflect your brand values like creativity, balance, or adventure, to create relatable connections with your audience.

PHOTOGRAPHY TIPS

LIGHTING IS EVERYTHING

Natural light is your best friend! Try shooting near a window or outdoors to capture that fresh, vibrant energy. Avoid harsh direct sunlight. Aim for soft, diffused light.

BACKGROUNDS MATTER

LIGHTING IS EVERYTHING

Keep the background simple and clean. A cluttered background distracts from the subject of the photo. If you’re shooting product or service-related images, use a neutral background to make the subject pop.

CONSISTENCY IN STYLE

Make sure your photos align with your brand aesthetic. If you’ve chosen light, airy tones, stick with that style across all your photos. Consistency builds recognition.

COMPOSITION

CONSISTENCY IN STYLE

Rule of thirds, symmetry, and leading lines make for more visually appealing shots. Think about how the eyes move around the frame and play with different point of views.

WHAT TO DO NEXT?

Congratulations on gaining more clarity about your brand! It’s time to start implementing the strategies that will elevate your business. Below, there's a list of 3 action steps you can take this week to move your brand forward.

Define your brand avatar.

Get crystal clear on who you're speaking to.
→ Create a detailed profile of your ideal client: goals, challenges, values, and lifestyle.
→ Tailor your visuals, messaging, and offers to resonate deeply with this audience.
→ Remember: branding feels effortless when you know exactly who you’re designing for.

Redesign my digital platforms and profiles.

Start reflecting your brand's values and core message right now.

→ Update your Bio and Profile Photos to match your brand's tone and personality.

→ Use consistent colors and fonts whenever exposing your brand.

→ Revisit content and marketing strategy to make sure it aligns with your ideal clients.

Upgrade your brand image.

Create visuals that immediately communicate who you are.
→ Plan a brand photoshoot that captures your essence, work style, and energy.
→ Focus on cohesive colors, settings, and moods that reflect your brand’s story.
→ Use these images across your website, social media, and marketing materials to build trust at a glance.

HELLO, THERE!

WHAT IS BRAND CLARITY?

1. BRAND CLARITY IS YOUR BUSINESS COMPASS

2. IT CONNECTS YOU TO YOUR DREAM CLIENTS

3. IT SAVES YOU TIME AND ENERGY

4. IT BUILDS TRUST

5. IT HELPS YOUR VISUALS HAVE PURPOSE

KNOW YOUR BRAND

WHO DO YOU WANT TO SERVE?

WHAT TRANSFORMATION DO YOU WANT TO SEE IN PEOPLE?

HOW DO YOU WANT PEOPLE TO FEEL WHEN THEY SEE YOUR BRAND?

WHAT INSPIRED YOU TO START YOUR BRAND/BUSINESS?

WHAT MAKES YOU DIFFERENT FROM OTHERS IN YOUR INDUSTRY?

My brand exists to help [AVATAR] feel [SERVICE] so they can [GOAL].

DEFINE YOUR BRAND

BRAND VALUES

BRAND VALUES

BRAND VALUES

BRAND VOICE

BRAND VALUES

BRAND VALUES

CONTENT PILLARS

CONTENT PILLARS

CONTENT PILLARS

VISUAL IDENTITY

CONTENT PILLARS

CONTENT PILLARS

When you’re clear on your identity, your brand becomes unstoppable!

DESIGN YOUR AESTHETICS

BRAND COLORS

TYPOGRAPHY STYLE

TYPOGRAPHY STYLE

TYPOGRAPHY STYLE

TYPOGRAPHY STYLE

TYPOGRAPHY STYLE

VISUAL ALIGNMENT

TYPOGRAPHY STYLE

VISUAL ALIGNMENT

Your brand’s look should be a reflection of your essence, not a trend you’re trying to follow.

SHOW UP IN STYLE

ESSENTIAL BRAND PHOTOS

BUSINESS PORTRAITS

BEHIND THE SCENES

PRODUCT OR SERVICE IN ACTION

FLAT LAYS OR STYLED SHOTS

LIFESTYLE CONTENT

PHOTOGRAPHY TIPS

LIGHTING IS EVERYTHING

LIGHTING IS EVERYTHING

LIGHTING IS EVERYTHING

BACKGROUNDS MATTER

LIGHTING IS EVERYTHING

LIGHTING IS EVERYTHING

CONSISTENCY IN STYLE

CONSISTENCY IN STYLE

CONSISTENCY IN STYLE

COMPOSITION

CONSISTENCY IN STYLE

CONSISTENCY IN STYLE

WHAT TO DO NEXT?

1. Stay Consistent

2. Monitor Your Progress

3.Engage with Your Audience

If you're ready to dive deeper and get personalized guidance on how to refine your brand strategy, I’m here to help! Book a Brand Clarity Session with me and get personalized guidance to elevate your brand with confidence.

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