Paulette's Playbook

Branding that sticks

Your brand isn't your logo. It's the feeling someone gets when they think of you. Here's how to build one that's unmistakably yours.

Write one sentence: "I help [who] achieve [what] so they can [why it matters]." Every post, color, and product flows from this.

💡 If you can't say it in 15 words, you're not ready to design a logo yet.

Choose exactly 3 words your customer should feel after seeing you. Examples: warm + bold + trustworthy. Or: playful + premium + honest.

💡 Reject any color, font, or caption that doesn't reinforce all 3.

1 primary color, 1 accent, 1 neutral. 1 display font, 1 body font. Save them in a Canva brand kit. Use them every single time — boringly.

💡 Consistency beats creativity. Repetition builds recognition.

Speak the way your customer talks to her best friend. Read your captions out loud — if it sounds like a brochure, rewrite it.

💡 Use 'you' twice as often as 'we'. Drop corporate words like 'leverage' and 'solutions'.

Faces, hands, behind-the-scenes. People buy from people — especially women buying from women. Don't hide behind a logo.

💡 Post your face at least once a week. It triples engagement.

You don't need to be everything. Be the bridal hair stylist for curly hair. The coach for second-time mothers. Niche down — riches are in niches.

💡 When you try to speak to everyone, you connect with no one.

Avoid these branding traps

Brand Builder Exercise

Answer 5 short questions. Paulette will then audit your foundations and suggest your colors, fonts, and 3 caption examples in your voice.

Step 1 of 5 · 0/5 done

Your North Star

I help [who] achieve [what] so they can [why it matters].

Open a free chat with Paulette to refine anything from your audit.