Fonts, Colours & Tone

“A great brand is a story that’s never completely told.
A brand is a metaphorical story that connects with something very deep
– a fundamental appreciation of mythology.
Stories create the emotional context people need to locate themselves in a larger experience.”
~ Scott Bedbury – Nike, Starbucks

Pick your Colours

Plenty of research has been conducted focusing on how colours impact our feelings. Firey reds can illicit anger or feelings of passion. Soft pinks can be relaxing and soothing. Be mindful in choosing your colour scheme, what feelings does it elicit?

First you want to start with a colour that resonates with you and your work. It may be your favourite colour. But also consider any colours you feel will most resonate with your ideal clients.

Remember this is just an experiment!

Think of some of the strongest brands, logos, or corporate images (bear with me, I’m not trying to make you into a big box store). We’re probably thinking of many of the same brands. These corporate identities use 1, 2 or maybe 3 colours to make a brand palette.

Simple is often the strongest approach. If you are looking for some well researched help in selecting colours, the Adobe Kuler Colour Scheme Tool ( may provide a good jumping off point.  

Choose your Fonts

A simple technique for making your branding consistent and unique is choose a consistent font to use across all of your marketing and private practice documents. By choosing a font that is easy to read but also slightly distinctive, and using it consistently, all your forms become instantly branded.

Often website theme templates come pre-programmed with font pairings, don’t be afraid to use their suggestions if you are struggling to decide on one yourself. In the name of consistency, try not to use too many different fonts. Start with one or two fonts and if needed build from there.

A highly legible font for body copy and another option for headlines and emphasis will probably be all you need for now. Remember most fonts also allow for bold and italics so you will have a few options to work with. A great place to find fun free fonts is You can put in any specifications you are looking for and it will produce a variety of options.  

Brand Tone of Voice

This describes the tone in which you connect to your clients. Are you funny and irreverent? Are you zen and spiritual? Are you direct and to the point?

You want who you are to be consistent in your website copy and any other touch points that your clients may have. Having a consistent “voice” throughout your branding elements will help your clients know what they can expect and learn to trust you and your brand.  If your voice is bold, but your colours and fonts are soft and flouncy, there will be a disconnect.

Try to maintain consistency in the “feel” across the board.