Brand guidelines, also known as brand style guides or brand books, are a set of rules and instructions that define how a brand should be presented visually and verbally.
What to Include in Your Brand Guidelines
Brand guidelines keep your brand consistent and help build trust and authority for your business. From visual aspects like photography styles and logos to the brand voice and tone used when speaking on the company’s behalf.
Here’s what to include when creating your brand style guide:
- Logo: Acceptable logo usage, including colors, sizes, and variations
- Colors: The brand colors that represent your brand, both the primary and accent colors.
- Typography: The brand fonts, along with size guides and how to use them
- Design elements: Shapes, illustrations, and other visual elements that represent your brand.
- Photography: The style of photos in marketing materials and where to source them.
- Mission statement and values: What your brand is about and why your company exists.
- Voice and tone: Words and phrases that should/shouldn’t be used when speaking on behalf of the brand, and tone (ie. compassionate, professional, fun).
Why are brand guidelines important?
Brand guidelines are important because they establish a set of rules and standards for how a brand should be presented to the public. These guidelines ensure consistency in the messaging, design, and overall brand identity across all platforms and channels. By having clear brand guidelines, companies can maintain a strong and recognizable brand image, which in turn helps to build trust and loyalty with their target audience. Additionally, brand guidelines can also help to streamline the creative process by providing a framework for designers and marketers to work within, ultimately saving time and resources.