Brand kit

Consistent branding builds trust and recognition. When your emails, landing pages, and documents all use the same logo, colours, and fonts, you appear professional and established. Inconsistent branding makes you look disorganised.

This chapter configures your brand assets in HubSpot, sets up email footer requirements for compliance, creates document templates for sales collateral, and establishes brand guidelines so your team applies branding consistently.

Let's implement your visual identity across all HubSpot touchpoints.

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Centralise your brand assets in HubSpot so they're available everywhere you need them.

Adding your logo variations:

Navigate to Marketing > Files. Click "Upload files."

Upload your logo in multiple formats:

• Primary logo (colour, horizontal orientation, PNG with transparent background)
• Secondary logo (colour, stacked orientation if you have one)
• White logo (for dark backgrounds, PNG with transparent background)
• Black logo (for print materials)
• Favicon (square, 32x32px minimum, used in browser tabs)

Organise logos into a folder: Create folder "Brand Assets" > Subfolder "Logos."

After uploading, get the URL for each logo file. Click the file > Copy URL. You'll use these URLs in email templates, landing pages, and documents.

Defining brand colours:

HubSpot's style settings store your colour palette for use across templates.

Navigate to Settings > Website > Branding (or Marketing > Website > Branding depending on your subscription level).

If using drag-and-drop templates: Navigate to Content > Design Manager > Find your template > Click "Edit" > "Style" tab.

Add your brand colours:

• Primary colour (main brand colour, used for buttons, headers, links)
• Secondary colour (accent colour, used sparingly)
• Neutral colours (greys, used for text and backgrounds)
• Success/Warning/Error colours (green, orange, red for UI states)

For each colour, enter the hex code (e.g., #FF5733).

Name colours clearly: "Primary Blue," "Accent Orange," "Text Grey."

These colours now appear in colour pickers throughout HubSpot (email builder, landing page builder, etc.), ensuring designers and marketers use correct brand colours rather than guessing.

Font selections:

Configure typography settings.

Navigate to the same branding/style settings area.

Select fonts:

• Primary font (used for body text)
• Secondary font (used for headings)
• Fallback font (system font if primary font fails to load)

HubSpot supports Google Fonts and custom uploaded fonts.

For Google Fonts: Search the font library (Roboto, Open Sans, Montserrat, etc.) and select your brand fonts.

For custom fonts: Upload font files (.woff, .woff2 formats) to Files. Reference them in custom CSS if needed.

Define font sizes and weights:

• H1: 32px, bold
• H2: 24px, bold
• H3: 18px, bold
• Body text: 16px, regular
• Small text: 14px, regular

This creates consistent typography across all HubSpot content.

Brand asset library:

Create a centralised brand asset folder in Files.

Navigate to Marketing > Files > Create folder: "Brand Assets."

Subfolders:

• Logos
• Icons
• Product screenshots
• Team photos
• Stock images (approved for use)
• Social media templates

Upload all assets your team needs. This prevents team members from using off-brand or outdated assets.

Set permissions: Share the Brand Assets folder with all users (view-only for most, edit access for design team).

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Email footers are legally required in most jurisdictions. Configure compliant, branded footers.

Legal compliance requirements:

Under GDPR, CAN-SPAM, and similar regulations, marketing emails must include:

• Physical business address
• Unsubscribe link
• Company name
• Sender identification

HubSpot automatically includes unsubscribe links in marketing emails, but you must configure the footer content.

Footer content and links:

Navigate to Settings > Marketing > Email > Email footer.

Configure footer HTML:

html

<div style="text-align: center; font-size: 12px; color: #666;">
 <p><strong>Your Company Name</strong></p>
 <p>123 Business Street, London, EC1A 1BB, United Kingdom</p>
 <p>
   <a href="{{unsubscribe_link}}">Unsubscribe</a> |
   <a href="{{subscription_preferences_link}}">Manage Preferences</a> |
   <a href="https://yourcompany.com/privacy">Privacy Policy</a>
 </p>
 <p>© {{year}} Your Company Name. All rights reserved.</p>
</div>

HubSpot tokens:

• {{unsubscribe_link}} - Automatically generated unsubscribe URL
• {{subscription_preferences_link}} - Link to preferences page where contacts can choose which email types to receive
• {{year}} - Current year (updates automatically)

Company information:

Include required legal information:

• Registered company name
• Physical business address (not a PO Box)
• Company registration number (if applicable)
• VAT number (if applicable for EU/UK)

This information must be accurate and current. Update it if you change offices or legal structure.

Social media links:

Add social media icons to your footer.

Upload social icons to Files (square icons, 32x32px, PNG).

Add to footer HTML:

html

<p>
 <a href="https://linkedin.com/company/yourcompany"><img src="LINKEDIN_ICON_URL" alt="LinkedIn" width="24" height="24"></a>
 <a href="https://twitter.com/yourcompany"><img src="TWITTER_ICON_URL" alt="Twitter" width="24" height="24"></a>
</p>

Replace LINKEDIN_ICON_URL and TWITTER_ICON_URL with actual URLs from Files.

This encourages email recipients to follow your social channels.

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Create branded templates for proposals, quotes, case studies, and other sales collateral.

Creating branded templates:

Navigate to Sales > Documents (or Library > Documents depending on subscription).

Click "Create document" > "From template."

If no templates exist yet, click "Create document" > "Blank document."

Build your template:

Add header: Insert your logo (from Files). Add company name and tagline.

Add content sections:

• Cover page (document title, client name, date)
• Introduction / Executive summary
• Body content (varies by document type)
• Pricing / Investment (for proposals)
• Next steps / Call to action
• Footer (company contact information)

Apply brand styling:

• Use brand colours for headers and accents
• Use brand fonts throughout
• Maintain consistent spacing and layout
• Include branded graphics or icons

Save as template: After building the document, save it as a template so team members can reuse it.

Document types (proposals, quotes):

Create specific templates for common document types:

Proposal template:

• Cover page with client logo
• Executive summary (problem statement, proposed solution)
• Scope of work (deliverables, timeline)
• Investment (pricing tiers, payment terms)
• Case studies or testimonials
• About us section
• Next steps

Quote template:

• Client information
• Line items (products/services, quantities, unit prices)
• Subtotal, tax, total
• Terms and conditions
• Acceptance signature section

Case study template:

• Client overview (industry, size, challenge)
• Solution provided
• Results achieved (with metrics)
• Client testimonial quote
• Call to action for similar companies

One-pager template:

• Single-page overview of product or service
• Key benefits (3-5 bullet points)
• Pricing or contact information
• Use case examples
• Visual elements (icons, screenshots)

Create each template in Documents and make it available to your sales team.

Template variables:

Use HubSpot's merge tokens to personalise documents automatically:

• {{contact.firstname}} - Contact's first name
• {{contact.lastname}} - Contact's last name
• {{contact.company}} - Company name
• {{deal.amount}} - Deal value
• {{deal.dealname}} - Deal name
• {{owner.firstname}} - Owner's first name
• {{owner.email}} - Owner's email

Insert these tokens in templates. When a sales rep sends the document to a contact, HubSpot automatically replaces tokens with actual values.

Example: "Dear {{contact.firstname}}, Thank you for your interest in {{deal.dealname}}."

This personalises documents at scale without manual data entry.

Template library organisation:

Organise templates by type and use case.

Navigate to Sales > Documents > Templates (or wherever your templates live).

Create folders:

• Proposals
• Quotes
• Case studies
• One-pagers
• Internal documents

Name templates clearly: "Standard Proposal Template," "Enterprise Quote Template," "Customer Success Case Study Template."

This helps team members find the right template quickly.

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Document your brand standards so everyone applies branding consistently.

Setting brand standards:

Create a knowledge base article or document outlining brand guidelines.

Navigate to Service > Knowledge Base (if you have Service Hub) or create a Document (Sales > Documents).

Title: "Brand Guidelines - Quick Reference."

Include:

Logo usage:

• When to use primary vs secondary logo
• Minimum size requirements (don't scale below X pixels)
• Clear space requirements (logo needs Y pixels of empty space around it)
• Incorrect usage examples (don't stretch, don't change colours, don't add effects)

Colour palette:

• Primary colours with hex codes
• Secondary colours with hex codes
• When to use each colour (primary for CTAs, secondary for accents, etc.)

Typography:

• Primary and secondary fonts
• Font size hierarchy (H1, H2, H3, body, small)
• Line spacing and letter spacing
• When to use bold, italic, etc.

Voice and tone:

• How to write marketing copy (professional but approachable, use British spelling, avoid jargon)
• Sentence structure (short sentences, active voice)
• Words to use and avoid

Photography style:

• Photo types (authentic, not overly staged)
• Colour grading (warm tones, high contrast)
• Subject matter (people in work environments, not stock photography)

Document this information in a central location everyone can access.

Team training on brand usage:

Host a training session for marketing, sales, and customer success teams.

Cover:

• Why consistent branding matters
• How to access brand assets in HubSpot
• How to use templates correctly
• Common branding mistakes to avoid

Record the training and make it available for new hires.

Create a "Brand checklist" for team members to use before publishing content:

• ☐ Logo correct and properly sized?
• ☐ Brand colours used correctly?
• ☐ Brand fonts applied?
• ☐ Copy matches brand voice?
• ☐ All links work?
• ☐ Legal requirements met (footer, privacy policy, etc.)?

Consistent application across tools:

Ensure branding is consistent everywhere HubSpot appears:

Email templates: Use brand colours, fonts, logo in header, compliant footer.

Landing pages: Match website branding, use consistent CTAs, include logo and navigation if appropriate.

Forms: Style form fields to match brand (button colours, font, spacing).

Documents: All sales collateral uses branded templates.

Chat widget: Configure live chat widget colours and position to match website branding (Settings > Conversations > Chat > Appearance).

Meeting scheduler: Brand your meeting scheduling pages with logo and colours (Settings > Meetings > Appearance).

This creates a cohesive experience. Whether prospects interact with you via email, website, or sales document, everything looks and feels consistent.

Brand governance:

Assign a brand owner (usually marketing manager or head of marketing) responsible for:

• Updating brand assets when they change
• Reviewing team members' work for brand compliance
• Approving new templates before they're used
• Training new team members on brand standards

Schedule quarterly brand audits:

1. Review all active email templates - do they follow brand guidelines?
2. Review all landing pages - consistent branding?
3. Review all documents - using current templates?
4. Update any outdated assets
5. Communicate changes to team

This maintains brand consistency as your company grows and team members change.

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Your brand kit and visual identity are now configured in HubSpot. Logos, colours, and fonts are centralised and accessible. Email footers meet legal requirements and include proper company information. Document templates enable sales to create branded collateral quickly. Brand guidelines ensure everyone applies branding consistently.

Consistent branding builds credibility and trust. When every touchpoint looks professional and cohesive, prospects perceive you as an established, reliable company. When branding is inconsistent, prospects question your attention to detail and professionalism.

You've now completed the full marketing hub configuration. Lifecycle stages track lead progression, segmentation enables targeted campaigns, lead routing and scoring ensure the right leads reach the right reps, reporting demonstrates ROI, and branding creates a professional presence across all channels.

Your HubSpot Marketing Hub is ready for campaign execution.