It's important to know your competition. You can learn what they're doing right, and what the market wants. You can also learn what you could be doing better than your competition, and how to make yourself stand out from them.
When designing your visual brand, it's equally important to know the industry trends. Educating yourself on the visual language being used in your space allows you to speak in ways your target audience is familiar with, while also avoiding looking like a clone of a someone else's business.
With that said, this month I researched visual brand "trends" for mindset coaches.
I use the term trends loosely, because what I'm looking for is patterns and similarities among top-Google-ranked businesses, not necessarily new visual brand styles.
Mindset coaching is a specific niche of business or life coaching that focus on helping their clients overcome damaging held beliefs and mindsets that hold them back professionally and/or personally.
Scripts were the most popular style for presenting the business name, which is not unusual in a female-dominated field.
Simple San Serif Caps
The mindset coaches who broke from the script font trend opted for simple san serif fonts in all caps for their logo's typography.
Star & Brain Icons
Although the majority of mindset coaches stuck with simple typographic logos, when imagery was included, it was almost always a star or a brain.
Pink and Gray
The modern and feminine feel of the pink and gray color palette was a very popular choice.
Turquoise, Black & White
Turquoise is always a popular choice with online businesses, but it was mostly used in a very minimal palette among mindset coaches.
Blue and Yellow
Blue and yellow was a surprisingly popular choice that emphasized energy and positivity.
Blue and Red
Blue and red was also a popular color combination for more business-focused mindset coaches.
Approachable San Serifs
Medium-weight san serifs were the most popular accent font for their approachable and friendly feel.
Bold San Serif Caps
Bold san serifs in all caps were also a popular choice, good for directing attention and breaking up long sections of text.
San Serif and Script Paired Headers
Script fonts were unsurprisingly popular in the website text in the headers, but even more surprisingly, they were used well across the board paired with san serif fonts to aid reading.
(Script fonts are often used poorly)
For the more feminine mindset coaching visual brand, classic serifs felt sophisticated and warm.
So what do you do with this information, as an mindset coach?
For starters, if your entire visual brand was just described by these trends - figure out how you can stand out.
I don't recommend not using any of these trends in your visual brand - they're working on some level for many different mindset coaches. But you can take what's working and add your own twist to it.
Let me know in the comments below: what industries do you want me to research visual brand trends in next?
Are you a mindset coach who needs to update their visual brand? Check out my Noteworthy Visual Brand Starter Kit.
I'm a brand designer who helps business owners who are tired of their marketing efforts just pulling "okay" results. I help them stand out and be remembered online by designing them a Noteworthy Visual Brand that attract their ideal clients - effortlessly.