Brand kit basics: the 3 things worth defining before you post anything

You don't need a 40-page brand guideline to look consistent — you need three decisions made once, then reused everywhere.

Colors first. Pick two to four core colors, not a different palette for every post. A tight, repeated color range is what makes a feed instantly recognizable at a glance, before anyone reads a word.

Fonts next. One primary typeface for headlines, optionally a second for supporting text. Whatever comes bundled with whatever tool you happen to be using that day is not a font strategy — it's how accounts end up looking different every week.

Voice last, and easy to forget. Polished visuals paired with a caption that sounds nothing like your brand break the illusion just as fast as a mismatched color would. Decide, roughly, how your brand talks — casual or formal, playful or matter-of-fact — and stick to it.

Once those three are settled, every future post becomes a quick decision instead of a fresh design brief. It's also exactly what Grafix reads automatically from your website the first time you connect a brand — so you don't have to write any of it down yourself.