Fonts Can Make or Break Your Brand
(And Here’s How We Choose the Right Ones)
Fonts are one of the key foundations of branding — but knowing that and actually applying it are two very different things. Many small businesses outgrow their fonts yet never update them. We get it. When you’re in the grind of running your business, fonts aren’t your first priority. Some brands are still using fonts they picked during a 2am Canva binge because they looked “cute.” (No shame. We’ve all been there!)
But fonts are the face of your brand, showing up everywhere — from packaging and Instagram posts to your website and merch. And the wrong ones can send the wrong message. Choosing the right fonts isn’t just about style. It’s a strategy. In this post, we’ll show you how to pick fonts that actually work for your brand — and yes, that trendy font you love still has a place when you know where to use it.
Your fonts are talking. Are they saying the right thing?
You’re doing everything right. Great product, great service. But somehow, you're still not getting traction. In today’s world of fast-scrolling and quick decisions, how you visually show up matters more than ever.
Fonts can quietly contradict the growth you’ve worked so hard for.
Here’s what that might look like:
You’ve leveled up, but your fonts still communicate “DIY”
You want to target high-end clients, but you're using bubbly, round display fonts
Perception is everything. People make judgments about your business before they even read a word. They want to trust you before they hand over their hard-earned money.
It’s better to align your fonts with your current goals now, rather than later when you’re in the thick of marketing and trying to keep up. Don’t give up!
Wrong Fonts = Wrong Clients
You’re not getting ghosted — you’re getting misread. Fonts act as visual cues for tone, pricing, and professionalism.
Example: Soft, whimsical fonts might attract price-sensitive, DIY-leaning clients — not high-end buyers looking for transformation.
If your fonts send the wrong signals, you won’t just be misunderstood — you’ll be attracting the wrong crowd entirely.
PRO TIP: Fonts are a first impression. Get them right, and they’ll do the heavy lifting for you.
Trendy Fonts Are Not the Problem — Your System Is
We love trends (and use them ourselves!), but they work best as accents, not your brand’s backbone.
Think of it this way:
Foundational fonts → your core (logo, website headers, body text)
Expressive fonts → seasonal campaigns, promos, social graphics
Personal fonts → IG captions, Stories, BTS — where your voice shines
Mixing fonts is fine — as long as it’s intentional and still on-brand.
Think of it this way: Trends aren't bad. They’re tools.
Use trends as a way to reach a new audience and as a subbrand for the season. Ever notice brands use different fonts for different seasons and holidays?
The Hidden Cost of Inconsistent Fonts
Inconsistency can make it harder for your audience to connect.
If your visuals are always changing, your audience has to re-learn who you are every time they see you. That confusion can hurt trust and recognition. How strange would it be for us if Starbucks rebranded every 2 years?!
It’s always better to stay consistent and speak to the right audience again and again. That’s how you build recognition and trust over time. In the long run, can save you so much time and support your growth.
How to Reclaim Control of Your Visual Voice
Phew! That was a lot of information. But reading this post and doing your own research is the first step into loving your brand again. It’s not about adding more fonts, but about finding clarity, consistency, and confidence in how you show up.
Branding + logo design: Tied & Two
Here’s where to start:
Audit what your current fonts are saying. Are they playful? Elegant? Techy? A little all over the place?
Ask yourself if that actually aligns with the client you’re trying to attract right now (have your goals evolved from two years ago?)
Choose a font system with two to three fonts, each with a clear role: headline, subhead, accent, body
Bonus: If you're working with a designer (hi, that’s us), this is where we build a custom system that works across every touchpoint. Not just Instagram, but your website, packaging, email graphics, and more.
We work with all kinds of businesses — small, large, brand new, or fully established. We love what we do, and we want to help you win. Our creative is strategic, built to help you have freedom, but most importantly, save time!