Build a Small Business Brand Kit that Makes Your Marketing Memorable

In a marketplace flooded with content, products, and services, a strong brand is your most valuable asset. It’s not just what you say – it’s how you present yourself, how you make people feel, and how consistently you show up across every customer touchpoint. At the heart of this consistency is a well-crafted brand kit: the foundational toolkit that ensures your brand is always clear, cohesive, and memorable. 

What is branding and why does it matter?

Branding is more than just a logo, it’s the heartbeat of your business. It shapes how people perceive you, how they feel about your products or services, and whether they choose to engage with you over the competition. A strong brand builds recognition, creates emotional connections, and earns trust over time. Whether you’re launching a new venture or growing an existing company, building a brand that sticks is essential to long-term success.

What is a brand kit? 

A brand kit, also sometimes referred to as a branding kit, is a curated collection of your brand’s core visual and messaging elements. These assets work together to ensure your brand is instantly recognizable across platforms, whether it’s a website, email campaign, or social media post.

What’s included in a brand kit? 

• Brand colours: This includes both your primary and secondary brand colours, along with any HEX, RGB, CMYK, and Pantone codes for accurate reproduction. 
• Logo: This includes your primary logo, secondary or alternate logos for different orientations, and an icon or symbol (aka simplified version of your logo).  
• Mission, vision, and values: A concise statement of your purpose, goals, and guiding principles.
• Images or imagery guidelines: This includes information on the type of photography style your brand uses, graphic elements such as icons, patterns or textures, and dos and don’t of imagery. 
• Typography: This includes designated fonts for headings, subheadings, and body text to ensure consistency across all materials. It also outlines specific font styles, sizes, and usage guidelines to maintain visual hierarchy and readability. When needed, web-safe font alternatives are provided to ensure compatibility across digital platforms.
• Voice and tone guidelines: This section outlines the overall personality of the brand — how it sounds and feels when communicating with its audience. It includes guidance on writing style, whether that’s formal, conversational, playful, or something in between.
• Usage guidelines: This section outlines how to properly use (and not use) your logo and brand colours to maintain visual consistency. It includes clear rules on logo spacing and sizing to ensure readability and impact across all mediums.

Constant Contact BrandKit

Constant Contact’s BrandKit is a fully automated branding toolkit that pulls your logo, colours, fonts, and imagery directly from your website — all with a single click. It then packages these elements into a branded theme you can use across the platform. This eliminates repetitive setup work, so you don’t have to manually upload brand assets for each campaign.

Setting up BrandKit is quick and easy, taking only a few minutes. That small investment up front can save significant time and effort down the road, especially when it comes to applying your brand consistently across emails and other marketing materials.

• Branded theme: Instantly apply your brand’s look and feel to email templates.
• Customization: Even after applying your brand assets, you can further personalize your emails with additional colours and imagery.
• AI-powered tools: BrandKit uses AI to automatically pull in your logo, colours, and images from your website, creating a ready-to-use library of assets.
• Colour management: Save up to 10 of your brand’s colours for easy access when designing.
• Logo integration: Upload your logo once — it’s automatically added to your templates.
• Image library: Save and reuse branded images to streamline your email creation process.

Here’s a step-by-step guide for getting started with BrandKit:

1. Log in to Constant Contact and go to the “BrandKit” section under the Tools menu.
2. Enter your website URL to allow BrandKit to automatically scan and pull visual assets.
3. Review and adjust any auto-detected elements like logos, fonts, and colours. You can upload custom files or refine colour palettes as needed.
4. Create a branded theme that reflects your style, adding or customizing colours for different marketing contexts.
5. Save your BrandKit and start using it instantly across emails, landing pages, and other Constant Contact templates.

Once your BrandKit is active, it will apply your branding elements automatically across all your marketing content for polished, professional results every time.

Make branding easy with Constant Contact 

Branding doesn’t have to be overwhelming. With BrandKit, Constant Contact empowers small businesses and entrepreneurs to maintain consistency across every campaign, without needing a full-time design team.

Whether you’re sending an email newsletter, promoting an event, or launching a product, your brand will always shine through with clarity and professionalism. The result? A brand that not only looks great, but one that sticks in the minds of your audience.

GET THE EBOOK: Essentials of Online Marketing for Canadian Small Businesses