# How to Choose the Right Elements for Your Brand Kit

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## Table of contents

- What is a brand kit?
- How to choose the right brand kit elements
- How to implement your brand kit in Mailmodo
- Final thoughts

Without a clearly defined and properly applied brand kit, every [campaign](https://www.mailmodo.com/guides/email-marketing-campaign/) becomes a manual design task. You’re picking fonts from scratch, guessing button styles, and hoping your [logo](https://www.mailmodo.com/guides/email-logo/) doesn’t look weird on mobile. It’s not just time-consuming; it chips away at brand trust and recall.

In this guide, we’ll walk you through how to choose the right elements for your brand kit and implement them effectively using Mailmodo.

## What is a brand kit?

**A brand kit is a predefined set of visual guidelines that ensures every piece of content you create, especially emails, is well-aligned with your brand identity.**

## How to choose the right brand kit elements

Your brand kit is made of multiple elements. Here’s what you should consider when selecting each component of your brand kit:

1.  ### Start with your brand’s personality
    

Before you even think about colors, fonts, or buttons, you need a clear understanding of your brand’s personality. Ask yourself:

-   Who you are: Is your company playful, premium, bold, calm, rebellious, or somewhere in between?
    
-   Who you’re talking to: Consider your audience’s age, values, aesthetic preferences, and expectations.
    
-   How you want to be perceived: Do you want to feel like a trusted expert, a creative partner, or a disruptor shaking up your industry?  
      
    

Your goal is to describe your brand in 3–5 adjectives.Your personality will guide tone, style, and visual decisions consistently across campaigns.

2.  ### Define your imagery & visual style
    

Once your brand personality is clear, the next step is to define your visual style. Some common types to consider are photography, illustration, or a mix of both; clean and minimalist versus textured and detailed compositions; and minimal versus expressive overall expression.

Next in your style guide, include examples of each choice—sample images, color swatches, composition layouts, and mood boards—so your team has a clear reference for how to apply your visual style consistently.

3.  ### Logo
    

-   Use the same logo version as your website or product.
    
-   Make sure it’s a transparent PNG or SVG to blend with any background.
    
-   Keep the resolution high enough to look sharp on both desktop and mobile.  
      
    

4.  ### Typography
    

-   Select fonts that match your website or product UI for consistency.
    
-   Stick to one or two font families max to avoid clutter.
    
-   Set font sizes separately for desktop and [mobile](https://www.mailmodo.com/guides/mobile-email-design/), for example, 16px for body text on desktop and 14px on mobile.
    
-   Use web-safe fonts to ensure compatibility across [email clients](https://www.mailmodo.com/guides/email-client/).
    

5.  ### Color palette
    

-   Define your brand’s primary, secondary, and [CTA](https://www.mailmodo.com/guides/email-call-to-action/) colors; they should be the same hex codes as those used in your site or product.
    
-   Select only 3–5 colors to maintain clarity and contrast.
    
-   Make sure your colors are accessible, with strong contrast between text and background.
    

6.  ### Button styles
    

-   Try to match the visual style of your website or app, whether that’s rounded corners, specific padding, or bold fonts.
    
-   Define at least two styles: Primary (for CTAs) and Secondary or Ghost (for secondary actions).
    
-   Be consistent with size, color, and alignment across all buttons.
    

7.  ### Footer content
    

-   Mirror the structure of your website’s [footer](https://www.mailmodo.com/guides/email-footer/).
    
-   Include company name and address, contact information and legal text (e.g., unsubscribe link).
    
-   Keep it short, scannable, and compliant.
    

8.  ### Social media link
    

-   Only include links to active, maintained platforms.
    
-   Use the same icon style (all color, all black, or all white).
    
-   Keep icon placement and order consistent across templates.
    

## How to implement your brand kit in Mailmodo

Mailmodo makes it easy to put your brand kit into action, whether you’re starting from scratch or working from a full-fledged style guide.

Here’s how to do it:

1.  From the left side bar, go to [Templates](https://www.mailmodo.com/email-templates/) → Brand Kit.
    


2.  Add your brand elements, including logos, typography, colors, buttons, social links, and footer text.
    

![brand kit 3.PNG](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1756459300/strapi/brand_kit_3_bdde4588c5.png)

3.  Once you’ve set each element, click Publish and Next.
    

![brand 4.PNG](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1756459300/strapi/brand_4_0fced04f2c.png)

4.  After publishing, these brand elements will automatically apply to the templates you create afterwards.
    

## Final thoughts

Your brand kit is the foundation of every high-performing, professional email you send. When each brand element is thoughtfully chosen and consistently applied, you not only save time but also strengthen your audience’s trust and recognition of your brand.

With Mailmodo, you don’t have to start from scratch or worry about enforcing brand consistency across campaigns. Whether you’re launching your first brand kit or refining an existing one, Mailmodo helps you apply it seamlessly across your email workflows.

Want to see how your brand kit performs in a real email template? Start with [Mailmodo’s](https://manage.mailmodo.com/auth/signup?utm_content=inline-cta-s&utm_term=/solutions/choosing-brand-kit-elements/) visual editor and see your brand come to life.

## Frequently Asked Questions

### How often should I update my brand kit?



Update your brand kit whenever there’s a significant change in your brand identity, product, or visual style. Minor tweaks, like adding new icons or adjusting colors for accessibility, can be updated quarterly or biannually. Regular reviews ensure consistency across campaigns.

### Can I use different brand kits for different campaigns or products?

Yes. Multiple brand kits can coexist if you manage different product lines or sub-brands. Make sure each kit has clear guidelines for typography, colors, imagery, and logos to prevent confusion.

### Are there tools to help maintain and apply a brand kit automatically?

Yes. Tools like Mailmodo let you store brand assets and automatically apply them across templates. This reduces manual errors and ensures that all emails follow the same rules.

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