It’s no secret that creative, high-quality branding helps your products or services stand out against of sea of competitors, especially in saturated markets like beauty and wellness.

But if you had to choose three big names with effective branding strategies, would you choose based on your own aesthetic preferences?

The answer is yes, of course you would. Because why would a brand stand out to you if it didn’t speak to you on a deeply personal level? And when you’re the target audience of a brand that knows how to market itself effectively, your favorite brands are essentially chosen on your behalf by your social media algorithm.

So, what exactly is an aesthetic, and how does it draw you in?

In a nutshell, an aesthetic is the overall visual and emotional ~vibe~ of your brand. It’s like your brand’s personality, expressed through colors, images, typography, and even tone of voice. And when it comes to marketing, especially in the social media realm, your aesthetic is the secret sauce that can make your brand stand out from the crowd and forge a lasting connection with your audience.

Personally, I gravitate toward the following brands lately: Glossier, Farmacy, and The Little Market. We’ll dig deeper into the aesthetics of these brands later.

Aesthetics have come a long way, so let’s explore how aesthetics have been shaping the way brands present themselves and connect with their audiences.

Gen Z, as a target audience, truly pushed the idea of an aesthetic to the world via social media. Like all generations, teens love labeling themselves as they discover their own personal identities. But instead of simply saying, “good vibes only” and throwing up a peace sign, Gen Z is taking it a step further with mood boards and TikTok carousels that reflect very niche aesthetics.

Coastal grandmother, Y2K, light academia, dark academia (my favorite), soft girl core, e-girl, normcore, core core, VSCO girl… and these are just the nice aesthetics off the top of my head.

This generation’s unique tastes and values gave birth to a whole new set of aesthetics, each with its own distinct flavor. Here are some of the most popular aesthetics that have stood the test of time:

The clean girl aesthetic is all about looking effortlessly put together and embracing a healthy lifestyle. Pretty basic, right? Think pastel colors, minimalist design, and an overall vibe that’s equal parts chic and wholesome. Moreover, think of perfectly trimmed eyebrows, neutral tones, and an overall sense of… relaxed generational wealth. These characteristics are reflected in neat and trim branding. Brands that rock this aesthetic exude an air of self-care and wellness, making their audience feel like they’re indulging in a little slice of serenity.

The dreamy cottagecore aesthetic transports us to a cozy countryside paradise where life is simple and sweet. With its lush florals, vintage-inspired patterns, and an abundance of rustic charm, cottagecore offers a unique escape. It lets your target audience pretend, even just for a moment, that they don’t live in a shitty Brooklyn apartment but a cottage in the forest. Brands that embrace this aesthetic evoke a sense of nostalgia and whimsy, inviting their audience to slow down and savor the small joys in life.

Ready to find your brand’s aesthetic soulmate? Let’s dive into the process of discovering and defining the perfect visual vibe that will make your brand shine like the social media superstar it’s destined to be.

First things first, you need to know who you’re trying to impress. Hint: It’s your target audience.

Identifying your target audience is crucial because it allows you to tailor your aesthetic to their tastes and preferences. Get into their heads and ask yourself the following questions:

What do they like?

What are their values?

What inspires them?

Where else do they shop?

The more you know about your audience, the better equipped you’ll be to create an aesthetic that resonates with them.

Your aesthetic is more than just a vibe— it’s an extension of your brand’s identity. To make sure your aesthetic and brand message is a match, take some time to reflect on your brand’s core values and purpose. Is your brand all about sustainability and eco-friendliness? Or maybe it’s focused on empowering individuals through maximalist self-expression? Compare these answers to the information you collected about your target audience.

Whatever your brand’s mission, make sure your aesthetic echoes those values and communicates your message effectively.

Now that you’ve got a clear idea of who you’re targeting and what your brand stands for, it’s time to get down to the nitty-gritty of crafting your aesthetic. Here are some key elements to consider:

Colors can evoke powerful emotions and associations, so choose a palette that reflects your brand’s personality. Are you going for a soothing, calming vibe? Opt for soft pastels or calming earth tones. Looking to energize your audience? Bold, vibrant colors are your best bet.

Fonts can speak volumes, too. Whether you choose a playful script, a sleek sans-serif, or a timeless serif, make sure your typography complements your brand’s aesthetic and is easy to read across different platforms. If you’re seeking maximalism and energy, don’t be afraid to ditch the serif fonts and have fun with it! If you’re having a hard time with this, hiring a graphic designer and talking through your goals will help you find a font that suits your needs.

Let’s say your business sells SPF products. The imagery for SPF is pretty stark — I visualize sunshine, water droplets, and beach sand. But if you’re displaying product photos that are dark and moody, your target audience might feel confused by your imagery choices. So make sure your product photos and website align with your brand’s aesthetic and convey the right message.

Don’t forget about the overall composition of your content. Play around with different layouts, grid systems, and white space to find the perfect balance that showcases your aesthetic and makes your content visually appealing.

Your brand’s tone and voice play a crucial role in communicating your aesthetic, too. Keep your captions, headlines, and any written content consistent with the vibe you’re aiming for. Is your brand cheeky and irreverent, or more polished and professional? Make sure your words reflect that!

Now that you have a clear vision of your brand’s aesthetic, it’s time to put it into action on social media. Here are some tips to help you create a cohesive and captivating visual identity across your platforms:

Consistency is key when it comes to building a strong aesthetic on social media. Make sure all your visuals — from profile pictures and cover photos to individual posts — align with your brand’s aesthetic. This will not only make your feed look cohesive and visually pleasing but also help your audience recognize and remember your brand at a glance.

Pro tip: Plan your content ahead of time using social media scheduling tools, and preview your feed to ensure it maintains a consistent aesthetic. This will not only save you time but also help you spot any visual inconsistencies before they go live. If you’re having trouble with this, try using a social media management tool like Planoly.

Not all social media platforms are created equal, so it’s essential to pick the ones that best showcase your aesthetic. For example, if your brand’s strategy is heavily image-based, platforms like Instagram and Pinterest will be your best friends. On the other hand, if your brand strategy relies on witty banter and clever wordplay or trends, Twitter and TikTok might be a better fit. Don’t be afraid to experiment and find the platforms that best suit your aesthetic and resonate with your target audience.

Pinterest mood boards can help you fine-tune your visual identity and create a cohesive, compelling look.

Pinterest is a treasure trove of inspiration for anyone looking to create a distinct aesthetic. With its endless supply of curated images, it’s the perfect place to discover and collect visual elements that resonate with your brand. You can create dedicated boards for various aspects of your aesthetic, such as color palettes, typography, and imagery, and explore trending aesthetics to stay ahead of the curve.

Mood boards are like visual cheat sheets that help you capture the essence of your brand’s aesthetic. They’re a collection of images, colors, fonts, and other visual elements that encapsulate your brand’s vibe.

With your mood board in hand, you now have a clear visual roadmap to guide your aesthetic decisions. Use it as a reference point when creating content for social media, designing your website, or developing marketing materials. By staying true to your mood board, you’ll ensure that your brand’s aesthetic remains consistent and captivating across all touchpoints.

To truly understand the impact of a well-executed aesthetic, let’s take a look at some brands that have successfully embraced the clean girl aesthetic and cottagecore. These case studies offer valuable insights and inspiration to help you bring your own brand’s aesthetic vision to life.

The clean girl aesthetic is all about simplicity, self-care, and a healthy lifestyle. Brands in this niche often feature soft pastel colors, minimalist design elements, and a focus on wellness and sustainability.

Beauty brand Glossier is the poster child for the clean girl aesthetic. With its minimalist packaging, soft color palette, and emphasis on natural beauty, Glossier has captured the hearts of Gen Z beauty enthusiasts. Their social media presence is a masterclass in consistency, showcasing their aesthetic through stunning visuals and engaging content that resonates with their target audience.

Cottagecore is all about embracing the charm and simplicity of rural life. Brands in this space often use earthy color palettes, vintage-inspired patterns, and rustic design elements to evoke a sense of nostalgia and whimsy.

The Little Market, a fair-trade shop founded by Lauren Conrad and Hannah Skvarla, has fully embraced the cottagecore aesthetic. Their social media feeds showcase beautifully curated images of artisan-made goods, lush florals, and rustic interiors, creating a dreamy, immersive experience for their audience. By staying true to their aesthetic, The Little Market has managed to differentiate itself from other fair-trade retailers and carve out a unique space in the market.

Skincare brand Farmacy Beauty combines the cottagecore aesthetic with clean beauty principles. Their social media presence is filled with images of fresh ingredients, rustic settings, and product shots that emphasize their commitment to natural, farm-to-face skincare. The result is a cohesive and captivating brand identity that appeals to both clean beauty enthusiasts and cottagecore devotees alike.

So, my dear small business owners, it’s time to unleash your aesthetic magic and dazzle the digital world with your brand’s enchanting visual story.

Happy creating!