Almost ready to go

What are Brand Guidelines? Its Importance and How to Create Brand Style Guide

What are Brand Guidelines? Its Importance and How to Create Brand Style Guide

Think of your favorite superhero character and remove their outfit. Would you be able to identify them? Superheroes also have their favorite costumes, so brands should have a particular appearance in the market. The brand guidelines— make all records of your brand, including color, voice, and tone, recognizable. Now, let's reveal how these guidelines define your brand and the imprint left in your target audience's mind.

Table of contents

  • Introduction
  • What Should Brand Guidelines Include?
  • How to create brand guidelines
  • Importance of Consistency
  • Conclusion


A brand guide is much like the official working manual for your brand's face or essence. They are a guide consisting of a set of guidelines that may outline how your brand is expected to appear, sound, and even possibly feel. They include colors and fonts to represent the brand, the kind of tone to use, and the instances when a logo is necessary and when it is not, among others.

Brand standards are the regulatory rules and suggestions that companies provide to present the brand identity to the public. It serves as a guide that helps keep communication consistent with respect to the appearance of a brand, whether in text or in the newsletter. In all these places, which include the internet, social media, advertisements, and physical places such as shops, brand guidelines ensure that there is consistency that is easily recognizable by customers.

What Should Brand Guidelines Include?

Brand guidelines typically encompass several key elements that collectively define the brand's identity and ensure its consistent portrayal across various platforms:

Logo usage:

Logo creation, Adjusting size and colors

The logo is often the most recognizable element of a brand. Guidelines for its usage include:

  • Logo Variations: The logo has distinct variations for different contexts. There may be a version that is elongated for websites, while another one can be narrow for business cards.
  • Clear Space: The logo has to be legible, but it needs some 'desert' around it to not be concealed by other things. This makes it easy to notice because its background is transparent.
  • Size and Placement: The guidelines state that depending on what the logo is placed on, be it a billboard or a small flier, it should be a certain size. This is complemented by information as to where it should be placed in order to be noticed and blend with the rest of the work.
  • Color Variations: These logos can be in different colors. Rules explain when to apply 'normal' colors, or black and white, or other versions to make it beautiful no matter what.

Such guidelines are useful when applied to maintain the identification and integrity of a logo as it is presented to the public everywhere they go. Hence, when a logo is retained, the gist of the message is easily appreciated, which adds to the creation of trust.

Color Palette

Logo color palletes

Colors play a crucial role in brand recognition and emotional connection. It is necessary to state that the choice of color is very significant when people have to recall or associate something with a brand.

  • Primary Colors: These are the major colors that strongly match the brand's mission. They should be compared to the brand's primary colors, which can be observed most frequently.
  • Secondary Colors: These are other colors that complement the project's primary colors. They are engaged to bring diversification in different styles and freedom in layouts without distorting the brand's appearance.
  • Color Codes: These are unique numbers that will give an exact definition of each color. These are called hex, RGB, or CYMK codes. These codes ensure the same color is obtained whether the material is viewed on a screen such as a website phone or a print on paper.



It can be defined as the choice of lettering type and the text's general appearance. It assists in portraying the personality of a brand and makes it easier for people to digest. Here's what brand guidelines say about typography:

  • Primary Fonts: These are the main fonts commonly applied to the logo and the channels for delivering important information. They play a crucial role in determining the general appearance of the branding image.
  • Secondary Fonts: These are others used on titles, headings, and other more minor texts. They coordinate with the primary typefaces and ensure that everything blends and is accessible on the eye.
  • Usage Instructions: Additional rules state when and where each font must be employed. This maintains harmony when relating websites, ads, or flyers. It also ensures that the text is understandable by whoever is going to read it, whether a doctor, lawyer, student, businessman, or engineer.

That is why the typography guidelines assist a brand in maintaining its identity intact and ensuring that people can identify it by how letters are shaped. They also aid in ensuring that when people come across that information, it is easily understandable regardless of the medium they encounter it on.

Imagery and Photography Style

Visuals convey a brand's story and values. Since people are more inclined to relate to pictures and icons, such tools assist in informing people what a brand is all about. Here's what brand guidelines tell us about visuals:

  • Photography Style: This is about pictures that bear the brand's feelings and messages. For instance, if a brand wished to portray friendliness and positivity, it might post bright images with happy learners.
  • Iconography: These are graphic images that represent the formative and communicative features of the brand. For instance, an owning brand may depict figures of shoes or balls as a symbol to describe the brand's agenda in sports.
  • Consistency: This ensures that all the pictures and icons are homogeneous as if they belong to the same brand. They should all be created in the same context and make people feel the same way about the brand.

If a brand follows these rules with its pictures and symbols, then everyone will know what it is all about. This enables people to distinguish the brand simply, whichever way they encounter it.

Voice and Tone

Voice and tone of brand

How a brand communicates with its audience is crucial for maintaining a consistent brand voice. Guidelines outline:

  • Brand Voice: The personality and style of communication that reflects the brand's values.
  • Tone: Adaptations in tone for different communication channels and scenarios.

Design Elements and Layout

Logo Element and Layout

Consistent design elements create a unified brand experience. Guidelines may include:

  • Patterns and Textures: Design elements that add depth and character to brand materials.
  • Layouts: Grid systems and templates for maintaining consistency across marketing materials.

How to Create Brand Guidelines?

Creating effective brand guidelines involves a structured approach to ensure clarity and consistency:

1. Research and Audit

Define Brand Identity:

Mcdonals brand identity

Understand the brand's identity, mission, values, target audience, and competitive landscape.

Audit Existing Materials:

Review current brand assets and communications to identify inconsistencies.

2. Develop Core Elements

Logo Design:

Create or refine the logo design online and its variations based on research and brand identity.

Color Palette:

Choose primary and secondary colors that resonate with the brand's personality and target audience.


Select fonts that reflect the brand's tone and ensure readability across different platforms.

3. Document Guidelines

Compile Guidelines:

Document all elements in a comprehensive and accessible format (e.g., PDF, online document).

Provide Examples:

Include visual examples and explanations to illustrate correct and incorrect usage.

4. Review and Feedback

Internal Review:

Circulate the draft guidelines among key stakeholders for feedback and revisions..

External Review:

Seek input from external partners or agencies to ensure comprehensive coverage.

5. Implementation and Training


Distribute the finalized guidelines to all relevant parties within the organization..


Conduct training sessions or workshops to educate employees and partners on the guidelines.

Importance of Brand Style Guide

Brand guidelines can be helpful documents that guide everyone who interacts with the brand in one way or another.

1. Establishing Brand Identity

The repetition and consistent usage of brand elements help sustain brand identity and position in the marketplace. It makes the consumers quickly see and associate with the brand, thereby increasing its potential market.

2. Ensuring Consistency Across Platforms

This means that branding inconsistencies are counterproductive since they lead to customer confusion and the overall erosion of brand images. Policies matter because they act as a guide for all the activities that need to be done in an organization and help maintain standards across the organization.

3. Marketing & Communications Direction

Generating marketing-related content, such as materials and campaigns, is made easier. They must ensure all created texts are consistent with the brand's values, tone, and optics.

4. Building Trust and Credibility

A well-coordinated brand identity enhances consumer trust; a company's correspondence with consumers reflects professionalism and dependability.

In Conclusion

Brand standards are not a luxury of large companies but a necessity that any company willing to attain and maintain brand recognition should adhere to. By establishing and following these guidelines, you can guarantee that everything people get to know about your brand will make them trust and remain faithful to you. Therefore, whether the firm is new to the competition or has evolved over the years intending to redefine its brand, developing clear and concise brand guidelines is an excellent start.

The development and sustenance of the brand standards are dynamic and should be initiated continually depending on the market shifts and the audience. When it comes to such guidelines, one should remember that all the strategies help brands to become more robust and more trustworthy, as well as achievable in the long term when it comes to a highly competitive environment.

Get Exclusive Newsletters

Subscribe now for the latest updates delivered directly to your inbox. Don't miss out!