Building a strong, recognisable brand doesn’t happen by accident — it’s the result of consistent messaging, visuals, and tone over time. That’s where brand guidelines come in.
Brand guidelines (also called a brand book or style guide) are a set of rules and standards that explain how your brand should be presented to the world. They help your team, partners, and vendors maintain consistency in every touchpoint — from your website and social media to printed materials and packaging.
But what exactly should you include in your brand guidelines, and why are they so important? Let’s dive in.
Why Are Brand Guidelines Important?
Consistency builds trust: Customers are more likely to trust and recognise your brand when it looks and sounds the same everywhere they encounter it.
Saves time & reduces mistakes: With clear instructions, designers, writers, and partners don’t have to guess or reinvent the wheel.
Supports your identity: Guidelines protect the integrity of your brand by preventing misuse of your logo, colours, or voice.
Helps scale your brand: As your team grows or as you work with external partners, guidelines make it easy to keep everyone aligned.
What to Include in Your Brand Guidelines
A good set of brand guidelines can be as simple or as detailed as your organisation needs, but at minimum, it should cover these key areas:
- Brand Overview
Start with the heart of your brand:
Mission, vision, and values
Brand story and purpose
Target audience & positioning
This section helps everyone understand what your brand stands for and who it serves. - Logo Usage
Your logo is your most visible asset. Include:
Approved versions (primary, secondary, icon-only, etc.)
Minimum size and clear space requirements
What not to do with the logo (e.g., don’t stretch or recolour) - Color Palette
Define your brand’s primary and secondary colours, including:
Hex, RGB, and CMYK codes
Usage examples for backgrounds, text, and accents
Consistent use of color helps reinforce brand recognition. - Typography
List the typefaces your brand uses:
Primary and secondary fonts
Font sizes and hierarchy for headings, body text, and captions
Web-safe alternatives if needed
- Imagery & Photography Style
Describe the type of visuals that fit your brand:
Photography tone (e.g., candid, bright, professional)
Illustration styles
Iconography guidelines
This ensures visual content aligns with your brand’s personality. - Voice & Tone
How your brand “sounds” is just as important as how it looks:
Key messaging and taglines
Examples of brand voice (e.g., friendly, authoritative, playful)
How to use tone adapt for different situations (e.g., social media vs. legal documents)
- Examples & Applications
Show real-world examples of your brand in action:
Business cards, letterheads, and email signatures
Social media posts
Website and advertising layouts. Seeing the rules applied makes them easier to follow.
Optional Extras
Depending on your needs, you might also include:
Motion guidelines for animations or video
Guidelines for merchandise or packaging
Accessibility standards
Guidelines for partnerships, co-branding, or sponsorships
Final Thoughts
Brand guidelines aren’t just for big companies — even small businesses and startups benefit from having a clear brand playbook. They help you build credibility, foster loyalty, and make a lasting impression on your audience.
If you haven’t created brand guidelines yet, now is the perfect time to start.
