Also called style guides or brand guides, brand guidelines are essential for defining the unique character and identity of a business. They let everyone—executives, employees, partners, and even your mate who freelances as a designer—know exactly how to present the brand to the world. Let's dive into how to create a brand guide that not only looks good but truly represents your values, mission, and identity.
What Are Brand Style Guidelines?
Brand guidelines are basically the "rulebook" for your brand’s personality. It’s the set of rules that define how your brand should be represented, ensuring consistency across everything from social media posts to business cards. At its core, your brand guidelines help people understand:
- Who you are
- What you do
- Why it matters
Think of it as the ultimate guide for making sure your brand always looks and feels like your brand—whether it’s on a website, a billboard, or even a cheeky Instagram post.
What Should Brand Guidelines Include?
To keep your team on the same page (and avoid those off-brand creative choices), make sure your brand style guidelines cover these essentials:
- Company Information: The history, values, mission, and vision that make your brand tick.
- Imagery: From photos to icons and visual design elements, these define your brand’s unique vibe.
- Colour Palette: Detail your brand’s colour codes (RGB, CMYK) so you don’t end up with unexpected shades of off-brand green or bright pink.
- Logo Design and Use: Clear instructions on logo placement, file formats, spacing, and when (or when not) to use it.
- Grammar and Tone: Set the rules for how your brand "speaks," including grammar tips and tone of voice.
- Fonts: Specify text styles and sizes for both digital and print materials.
- Letterheads and Cards: Include templates for letterheads, business cards, and anything else that requires your brand’s stamp of approval
The goal? Keep it clear, concise, and easily accessible—preferably in a digital format that doesn’t get lost in a sea of old documents.
How Do You Create a Brand Guide?
To nail your brand guidelines, you'll want to make them easy to read, accessible, and packed with all the essential details your team needs to stay on-brand. Here's a step-by-step guide to creating one:
- Define the Brand Identity: Start by outlining your brand’s character, mission, values, and audience. This is the foundation of your guide.
- Include the Brand’s Logo: Your logo is your brand's visual cornerstone, so make sure it’s included with clear instructions on how it should be used across platforms.
- Establish a Colour Palette: Choose a palette that reflects your brand’s personality. Use primary, secondary, and accent colours that create a strong visual impact.
- Determine Typography: List the fonts and text styles for both digital and print materials, making sure they align with your brand’s vibe.
- Define the Brand Voice and Tone: Capture your brand’s personality in words. How do you want to sound to your audience? Fun and playful? Serious and professional? Lock in your brand’s "voice."
- Specify Imagery Guidelines: Establish rules for your brand’s visual elements, ensuring icons, photos, and illustrations match your overall aesthetic.
- Establish Usage Guidelines: Provide details on how your brand should appear across digital platforms, print, packaging, and any other touchpoints.
- Update Regularly: A brand guide isn’t set in stone. Make sure it evolves as your brand grows, adjusting visuals and messaging to stay relevant.
What Are the Benefits of Brand Guidelines?
A well-crafted brand guide comes with plenty of perks:
- Brand Recognition: A solid style guide helps build a unique brand identity that sticks with your audience.
- Consistency: Keep your brand consistent across all platforms and materials—whether it's a tweet, a brochure, or a website.
- Risk Mitigation: A brand guide acts as a protective layer, ensuring no one takes creative liberties that could dilute your brand.
- Efficiency: When everyone knows the rules, creating assets becomes a quicker, smoother process with less confusion.
What Is the Purpose of Brand Guidelines?
The main goal of brand guidelines is simple: make sure your brand is always presented consistently and accurately. Sticking to these guidelines will not only make your brand memorable, but it will also help you stand out in a competitive marketplace.
Brand Guideline Examples
Not all brand guidelines are created equal. While there’s no one-size-fits-all approach, you can certainly take inspiration from some of the big names. Here are a few examples to give you some ideas:
- Better Days: We helped craft the brand for BetterDays, Australia’s first cactus water. The distinct brand identity cut through the clutter in the health beverage market, turning a drink into a lifestyle choice.
- Sunday Agency: A boutique PR agency that needed branding to reflect the ease and comfort of a Sunday at home. The result? A brand identity and storytelling photography that captured the agency's laid-back yet innovative mission.
- Gold Coast Landscape Creations: This dynamic landscape design company wanted to appeal to high-end clients. We helped them achieve that with a sleek, modern brand identity that balanced professionalism with a vibrant, youthful energy.
Final Thoughts
Creating brand guidelines is more than just a box-ticking exercise—it’s about ensuring your brand’s story is told consistently and authentically. A killer brand guide will keep everyone aligned and ensure your brand shines across every touchpoint.
