Wait… Shouldn’t this page have a bunch of ways to present logos and color palettes? Well, that’s probably what you get in every other search result. But they all miss that brand identity is so much more than just the visuals. Especially if you’re a freelancer trying to stand out from the crowd.
So instead of throwing five layouts your way and calling it a day, we're showing you what a complete, personality-packed brand identity template actually looks like.
What should a brand identity template include?
Your brand identity template is your personal branding cheat sheet. It should include everything that defines your brand, so you can revisit it anytime and keep everything on-brand with zero stress.
Let’s break it down.
Your visual brand identity
The classics. Yes, they’re still crucial.
Your logo
It's the face of your brand. If you have one, it’d better be in your template. And easily downloadable. So you don’t have to dig around in emails and folders, trying to find it.
Your color palette
Color is everything. The right shades can make your brand pop and be instantly recognizable. So having the specific tones and their HEX codes to use elsewhere is a must for any brand identity template.
Your fonts
You can choose bold, unique fonts for a strong impression, lithe serifs for elegance, or cool sans serifs if you want to be modern. Fonts set the mood so they deserve a spot in your template too.
Your brand character
This is where the magic happens: the part that most templates skip. But your brand character is the essence that makes your personal brand feel human and real, so let’s take a look.
Your brand personality
Your brand personality is the vibe your brand gives off—it’s how you sound, act, and connect with people. Think of it like your brand’s persona: playful and bold, calm and confident, or anything in between. It helps people feel something when they interact with you—and makes your brand unforgettable.
Capture it in a few sentences or bullet points.
Your tone of voice
This is the “how you sound” part. What kinds of words you use, whether you’re okay with slang or jargon, your emojis, and all. When you’re not face-to-face, your words do all the talking. So make them count.
Your USP (unique selling point)
The "why choose you" of your brand. This one’s not just about style—it’s the substance. Define what sets you apart and own it loud and proud.
So find what that is and communicate it in a way that matches your brand personality and voice.
How do I define my brand identity?
Okay, cool. You know what goes in it. Now let’s talk about how to actually build it. You have a few different options.
1. Hire a branding specialist
If you don’t mind dropping some $$$, you can hire a branding specialist or designer to create your brand identity for you. Before you choose who to work with, make sure to check their marketing portfolio for similar branding projects and double-check that they do all aspects of branding. You want someone who can help find your voice and make you stand out.
2. Research & DIY
More time than money? Hit the books (or the blogs). Learn the ins and outs of branding, then do the ideation, writing, and design work yourself. It’s doable—but it’ll take a minute.
3. Make it fun & use Copyfolio
You get the best of both worlds: no sky-high fees, no 20-tab-deep research spirals. Just fun, fast personal branding.
Copyfolio is not only your functional brand identity template that houses all your assets but also your personal branding coach that’ll help define each aspect of your brand character too.
For your colors, you can choose from the dozens of designer-made color palettes or create your custom one. It’s guaranteed to not only look amazing but to pass the contrast check too. Yay, accessibility!
Once you have your palette, you’ll see it on your branding page—and you can copy their HEX codes with a single click anytime.
For fonts, you can similarly choose from heading and body font pairs that our designers picked, or mix and match your set from dozens of font options. They’re all categorized for you by style so it’s easy to find one that’ll match your vibe.
Want to use your fonts somewhere other than your website? Just come back to Copyfolio and download them easily.
The best part? Your brand character. Copyfolio scans your site (if you've started building it), then gives you short, fun quizzes to define your brand personality, tone of voice, and USP. You'll get them back as little stickies—easy to reference, hard to forget.
How do I apply my brand identity across different channels?
List of branding essentials: check. ✅
Brand assets defined & ready to go: check. ✅
But… what’s next? How do you actually use it all?
Using your visual brand assets
When it comes to the visuals, list all the places you appear online. Your list could look something like that:
- Website
- Link in bio page
- TikTok
- Emails
Then go through each platform to apply your colors and fonts (if possible) and upload your logo. If it’s not something you can change on the platform, then it’s your posts and assets (like your email signature) that’ll have to channel that vibe.
To make your life easier, you can create templates in Canva or whatever design software you like, using the colors and fonts from your brand identity template. You don’t have to go back and change everything you’ve ever posted, but start using these from now, slowly updating your online presence with the new branding.
Applying your brand character traits
Matching your profiles and content to your brand character is a different kind of process. It’s going to look more like…
Create content 👉 Check if it aligns with the brand identity 👉 Adjust content 👉 Check again
Ask yourself: “Does this sound like me? Does it match the personality I defined?”
For example: “Does this sound fun, bold, and youthful? Would my ideal client get it and vibe with it?”
At first, it might take a few extra minutes. But soon? It’ll come naturally. You’ll be putting out killer, on-brand content that connects like never before. Your own marketing will be thriving.
Let’s build your brand identity today ✨
First impressions matter. So let’s make yours unforgettable.
Create your brand identity with Copyfolio, and start showing up online like the absolute MVP you are.
Brand guidelines vs brand identity template: what’s the difference?
They get mixed up all the time, but they’re not the same.
- Your brand identity template is your central hub. The container for all your brand assets. A beautifully organized file you can check anytime.
- Your brand guidelines are the how-to manual. They tell you how to use those assets, from logo sizes to tone of voice tweaks across platforms.
You probably need both. And with Copyfolio, you’re halfway there already.
