The importance of Brand Guidelines

You may think that brand guidelines are purely used by large corporations such as Starbucks and Nike but they are actually a vital tool for any business.

Brand guidelines are a rule book for your brand. They contain everything you need to ensure your brand remains consistent and is communicated effectively. Think of it as an instruction manual that you share with relevant people that you work with. This could be a design agency who are creating a promotional leaflet for you, a signmaker who is producing some signage around your site or a communications expert who you have commissioned to write a press release on your business’s latest achievement (by the way – well done on that achievement!).

Without a set of brand guidelines you will inevitably end up with a lack of consistency, your brand may become diluted and the reputation of your business could be damaged. Whether you have a small or medium-sized business, you want your brand to work hard and effectively for you. By creating a brand rulebook bespoke to your business you will avoid confusion, making it nice and clear how you want to be represented.

What to include in your brand guidelines?

There are no strict rules on what to include and you will find that brand guidelines can vary a great deal but here are some key components we recommend you include:

• Introduction to your brand – here you can include details on the history of the brand, your brand values and your mission and vision. Think of this section as your brand’s story.
• Logo guidelines – not just what it looks like but also how to use it. Include any different variations and explain when they are used. For example, you may have a white version of the logo that is used on dark backgrounds. Or a simplified version that is used digitally.
• Colour palette – the colours of your brand. You may have a primary palette with a secondary palette that you use as highlight or accent colours. Don’t forget to include CMYK colours used for printing and RGB codes and Hex codes for digital use.
• Typography and fonts – the fonts you use, the sizes and spacing.
• Image guidelines or design elements – Here you can prescribe the types of photography you want to use to represent your business and the style of any illustrations or symbols you have.
• Tone of voice – Your tone of voice is not only how your business communicates through words but how you interact with your customers. You might also want to include an editorial style guide here for the way things are written such as your company name and standard formats for times and dates. Top tip – a style guide is great for consistency.
• Visuals and templates – this can be a really useful section where you include examples of branded material. For instance, advertising templates in different formats, your letterheads and business cards or how your logo might look on merchandise. Don’t forget to include clothing and uniform if that is relevant to your brand too.

Where do you start?

It can seem like a daunting task as a good set of branding guidelines need to be comprehensive but concise, detailed but easy to consume. It’s a real balancing act. You want to include everything needed to ensure your brand remains consistent without bombarding or overwhelming the person who needs to use it. That’s where we come in. We’ve been working with businesses for many years on writing and designing guidelines to ensure they get the most out of their brand.

If all this talk of brand and branding has got you thinking that your brand may be a little out of date and need a refresh, then spend a few minutes reading our brand refresh blog which will tell you all you need to know.

Get in touch today to discuss your requirements with our marketing specialist