You do not need a 40-page brand book. You need recognizable repeats: colors, words, and layouts that make you look intentional across posts and platforms.
Minimum brand kit
Element
Minimum viable
Colors
1 primary + 1 neutral (hex codes saved)
Fonts
1 for graphics (system sans is fine)
Logo
Wordmark or monogram for avatars
Photos
3–5 approved images you reuse
Words
5 phrases you use; 5 you avoid
Save these in one note titled "Brand defaults."
Visual consistency on social
Carousels: same cover template, same footer with handle
Thumbnails: consistent crop and title placement (YouTube, Pinterest-style pins)
Screenshots: same device frame or crop style if you share product UI
Inconsistency signals "random person posting," not "operator with a system."
Verbal consistency
Your bio, pinned post, and weekly content should sound like the same human. Pick:
Formal vs casual — default one step more formal than your DMs
