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Brand Guidelines
Brand Identity
Brand Consistency
ARTICLE #89
Brand Guidelines: Creating a brand style guide for your business
Brand Guidelines
Brand Identity
Brand Consistency
Written by:
7 min read
Updated on: August 19, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
That awkward moment when you look at a brand’s Instagram and it totally clashes with their website—like wearing mismatched socks to an important pitch. That disjointed vibe can undermine trust, and it’s more damaging than you might think. Consistent branding can raise revenue by up to 33%, which isn't a small change. The remedy? A brand style guide that pins down your colours, logos, fonts, and voice, and develops a strong brand positioning so everyone in your organisation stays in sync.
Below, you’ll see why these guidelines are so crucial, how they help your business shine and the core elements you’ll want to include.
That awkward moment when you look at a brand’s Instagram and it totally clashes with their website—like wearing mismatched socks to an important pitch. That disjointed vibe can undermine trust, and it’s more damaging than you might think. Consistent branding can raise revenue by up to 33%, which isn't a small change. The remedy? A brand style guide that pins down your colours, logos, fonts, and voice, and develops a strong brand positioning so everyone in your organisation stays in sync.
Below, you’ll see why these guidelines are so crucial, how they help your business shine and the core elements you’ll want to include.
Importance of brand guidelines
Importance of brand guidelines
Brand guidelines or a brand style guide capture how your business presents itself, from visuals to voice. They act as a reference for anyone who speaks on your behalf, ensuring each message lines up with the next. Below are the major reasons they can shape your reputation, give your audience clarity, and even give revenue a boost.
Ensures consistency
Without a style guide, teams can drift off in different directions—some might lean on vibrant reds, others on cool blues. A unified guide acts like a shared reference, keeping everyone aligned with the same colour codes, language nuances, and visual flair. Studies even suggest that maintaining consistency can lift consumer trust and potentially push revenue up by around 23%. That clarity underpins brand recognition and takes the guesswork out of content creation, letting teams focus on a cohesive customer experience. Ultimately, it makes your brand memorable.
Increases recognition
Once people identify your colours, voice, and messaging style, they’re more inclined to recall who you are. Consistency in these elements can drive brand recognition upwards by around 80%. That jump matters if you’re keen to outshine competitors in a crowded space. With a coherent style, your audience knows instantly that a post, advertisement, or product belongs to you even before they see your logo. It’s a subtle form of mental reinforcement, helping your brand stay front and centre. Over time, this familiarity often leads to deeper loyalty and repeat engagement.
Allows smooth collaboration
A well-structured guide streamlines team efforts, especially when multiple departments or external partners are involved. Instead of guessing which font or tone to use, each contributor checks the same central resource. This uniformity slashes unnecessary revisions. Plus, it clears up confusion with new hires or agencies who might not grasp your preferences right away. Having a handy point of reference encourages everyone to follow the same path, whether they’re handling social media posts, designing presentations, or crafting ads. That approach prevents back-and-forth headaches. You maintain a presence across every channel.
Maintains your brand integrity
One careless slip can send your online reputation plummeting, whether it’s a misused logo or an off-key tweet. Clear guidelines cut down on slip-ups and let you steer the story people see. They keep your identity consistent with your core values and ensure your brand message connects with the right audience. By documenting rules around imagery, tone, and design, everyone knows the limits and possibilities. For handy updates, platforms like Frontify help you keep references current, so your brand doesn’t lose momentum or credibility.
Brand guidelines or a brand style guide capture how your business presents itself, from visuals to voice. They act as a reference for anyone who speaks on your behalf, ensuring each message lines up with the next. Below are the major reasons they can shape your reputation, give your audience clarity, and even give revenue a boost.
Ensures consistency
Without a style guide, teams can drift off in different directions—some might lean on vibrant reds, others on cool blues. A unified guide acts like a shared reference, keeping everyone aligned with the same colour codes, language nuances, and visual flair. Studies even suggest that maintaining consistency can lift consumer trust and potentially push revenue up by around 23%. That clarity underpins brand recognition and takes the guesswork out of content creation, letting teams focus on a cohesive customer experience. Ultimately, it makes your brand memorable.
Increases recognition
Once people identify your colours, voice, and messaging style, they’re more inclined to recall who you are. Consistency in these elements can drive brand recognition upwards by around 80%. That jump matters if you’re keen to outshine competitors in a crowded space. With a coherent style, your audience knows instantly that a post, advertisement, or product belongs to you even before they see your logo. It’s a subtle form of mental reinforcement, helping your brand stay front and centre. Over time, this familiarity often leads to deeper loyalty and repeat engagement.
Allows smooth collaboration
A well-structured guide streamlines team efforts, especially when multiple departments or external partners are involved. Instead of guessing which font or tone to use, each contributor checks the same central resource. This uniformity slashes unnecessary revisions. Plus, it clears up confusion with new hires or agencies who might not grasp your preferences right away. Having a handy point of reference encourages everyone to follow the same path, whether they’re handling social media posts, designing presentations, or crafting ads. That approach prevents back-and-forth headaches. You maintain a presence across every channel.
Maintains your brand integrity
One careless slip can send your online reputation plummeting, whether it’s a misused logo or an off-key tweet. Clear guidelines cut down on slip-ups and let you steer the story people see. They keep your identity consistent with your core values and ensure your brand message connects with the right audience. By documenting rules around imagery, tone, and design, everyone knows the limits and possibilities. For handy updates, platforms like Frontify help you keep references current, so your brand doesn’t lose momentum or credibility.
Components of a brand style guide
A thorough style guide ties each aspect of your brand into a cohesive whole, from visuals and phrasing to core values. By nailing down these details, you create a sense of unity that customers can truly spot instantly. Below are the key elements that usually appear in a well-crafted brand style guide for modern businesses.
Brand story
Your brand story covers mission, vision, values, and what sets you apart. It forms the emotional anchor that influences everything from marketing campaigns to internal culture. Customers often buy into a narrative, not just a product. By spotlighting your core purpose and the problem you solve, you create a clear identity that resonates across different channels. This story can guide design decisions and even staff training, ensuring everyone understands the deeper reason behind your work. A well-defined brand story is the first step in forging genuine connections.
Visual identity
Visual identity pulls together your logo, colour palette, typography, and any custom icons you use. Even line spacing can shape how your brand is perceived. According to some studies, about 55% of initial impressions stem from visuals, making this a critical area to nail. Your primary and secondary colours should have matching hex or Pantone codes so there’s no confusion during production. Font choices, whether bold or minimal, influence the brand’s overall feel. By standardising these elements, you spark faster recognition and create a look that stands out.
Imagery standards
Ideas here outline the style of photos, illustrations, and graphics that represent your brand. This can involve guidelines on lighting, composition, and even editing preferences. The result is a cohesive visual thread that runs through advertisements, social media posts, and packaging. When done consistently, viewers start linking that distinctive look to your business, which can also help reinforce overall authenticity and reliability. Whether you use professional photography or stock images, aligning them to a shared standard prevents awkward mismatches and keeps your brand presence tight.
Tone of voice
Tone of voice shapes how you interact in emails, ads, and customer support chats. It might be laid-back and conversational or more polished and formal. Consistency is crucial, ensuring your brand sounds like one person at every touchpoint. This unity boosts credibility and helps people relate to your business on a deeper level. When your tone is clearly defined, you steer clear of abrupt changes that might puzzle or alienate customers. Over time, a well-established voice becomes as recognisable as your logo or brand colours.
Use examples to demonstrate brand guidelines
Words and descriptions often pale compared to actual illustrations. By showing how a logo appears on different backgrounds, or sharing screenshots of approved social media posts, you offer a direct window into dos and don’ts. Examples make it simpler for teams to grasp colour usage, layout rules, and tone in action. This visual clarity reduces guesswork and cuts down on mistakes. It also speeds up onboarding when new employees or collaborators join. With real-world samples, your guidelines morph from abstract instructions into concrete, easy-to-follow steps that anyone can apply.
A thorough style guide ties each aspect of your brand into a cohesive whole, from visuals and phrasing to core values. By nailing down these details, you create a sense of unity that customers can truly spot instantly. Below are the key elements that usually appear in a well-crafted brand style guide for modern businesses.
Brand story
Your brand story covers mission, vision, values, and what sets you apart. It forms the emotional anchor that influences everything from marketing campaigns to internal culture. Customers often buy into a narrative, not just a product. By spotlighting your core purpose and the problem you solve, you create a clear identity that resonates across different channels. This story can guide design decisions and even staff training, ensuring everyone understands the deeper reason behind your work. A well-defined brand story is the first step in forging genuine connections.
Visual identity
Visual identity pulls together your logo, colour palette, typography, and any custom icons you use. Even line spacing can shape how your brand is perceived. According to some studies, about 55% of initial impressions stem from visuals, making this a critical area to nail. Your primary and secondary colours should have matching hex or Pantone codes so there’s no confusion during production. Font choices, whether bold or minimal, influence the brand’s overall feel. By standardising these elements, you spark faster recognition and create a look that stands out.
Imagery standards
Ideas here outline the style of photos, illustrations, and graphics that represent your brand. This can involve guidelines on lighting, composition, and even editing preferences. The result is a cohesive visual thread that runs through advertisements, social media posts, and packaging. When done consistently, viewers start linking that distinctive look to your business, which can also help reinforce overall authenticity and reliability. Whether you use professional photography or stock images, aligning them to a shared standard prevents awkward mismatches and keeps your brand presence tight.
Tone of voice
Tone of voice shapes how you interact in emails, ads, and customer support chats. It might be laid-back and conversational or more polished and formal. Consistency is crucial, ensuring your brand sounds like one person at every touchpoint. This unity boosts credibility and helps people relate to your business on a deeper level. When your tone is clearly defined, you steer clear of abrupt changes that might puzzle or alienate customers. Over time, a well-established voice becomes as recognisable as your logo or brand colours.
Use examples to demonstrate brand guidelines
Words and descriptions often pale compared to actual illustrations. By showing how a logo appears on different backgrounds, or sharing screenshots of approved social media posts, you offer a direct window into dos and don’ts. Examples make it simpler for teams to grasp colour usage, layout rules, and tone in action. This visual clarity reduces guesswork and cuts down on mistakes. It also speeds up onboarding when new employees or collaborators join. With real-world samples, your guidelines morph from abstract instructions into concrete, easy-to-follow steps that anyone can apply.
Choosing the right format for your brand style guide
How you package your style guide influences how easily people can find and update it. A format that’s clunky or outdated risks being ignored. On the flip side, a user-friendly design encourages widespread adoption. Below are the most common options, each with perks and drawbacks that affect both cost and convenience. Choose wisely to excel.
A PDF file offers a simple way to share, protect, and store your brand guidelines. It’s cost-effective and doesn’t demand printing, which often saves time and money. That said, every tweak you make creates a new version, so older copies might hang around and cause confusion. It also lacks the interactivity you get with online formats, making updates more tedious. However, if you’re operating in a setting with limited internet access or you want a static reference that’s easy to distribute, PDF remains a practical, low-maintenance choice.
Websites
Hosting your style guide on a website or dedicated portal allows real-time edits. Instead of sending out a new PDF each time something changes, you can simply update a webpage. This approach is more interactive, letting you embed videos or clickable examples. However, it relies on a stable internet connection and consistent oversight. If someone forgets to update the site, you risk outdated content lingering online. Despite that, a web-based guide is handy for businesses that want a central hub anyone can access quickly from anywhere.
Printed booklet
Physical copies have a certain charm and can be shared in workshops or meetings. They also eliminate worries about file compatibility or spotty internet connections. Yet printing can rack up costs, and each revision becomes an expense. Over time, old copies might clutter desks, leading to confusion about which version is current. A booklet also lacks the multimedia advantages of a digital format. Still, if your team appreciates a tangible resource they can flip through and mark up, a printed guide can offer an engaging experience that feels more personal.
How you package your style guide influences how easily people can find and update it. A format that’s clunky or outdated risks being ignored. On the flip side, a user-friendly design encourages widespread adoption. Below are the most common options, each with perks and drawbacks that affect both cost and convenience. Choose wisely to excel.
A PDF file offers a simple way to share, protect, and store your brand guidelines. It’s cost-effective and doesn’t demand printing, which often saves time and money. That said, every tweak you make creates a new version, so older copies might hang around and cause confusion. It also lacks the interactivity you get with online formats, making updates more tedious. However, if you’re operating in a setting with limited internet access or you want a static reference that’s easy to distribute, PDF remains a practical, low-maintenance choice.
Websites
Hosting your style guide on a website or dedicated portal allows real-time edits. Instead of sending out a new PDF each time something changes, you can simply update a webpage. This approach is more interactive, letting you embed videos or clickable examples. However, it relies on a stable internet connection and consistent oversight. If someone forgets to update the site, you risk outdated content lingering online. Despite that, a web-based guide is handy for businesses that want a central hub anyone can access quickly from anywhere.
Printed booklet
Physical copies have a certain charm and can be shared in workshops or meetings. They also eliminate worries about file compatibility or spotty internet connections. Yet printing can rack up costs, and each revision becomes an expense. Over time, old copies might clutter desks, leading to confusion about which version is current. A booklet also lacks the multimedia advantages of a digital format. Still, if your team appreciates a tangible resource they can flip through and mark up, a printed guide can offer an engaging experience that feels more personal.
Deciding your guide structure
Putting your style guide in a logical sequence makes it simpler to consult, even under tight deadlines. If people can’t track down what they need quickly, they’ll ignore it entirely. A straightforward layout helps both newcomers and veterans. Below are four layout tips that enhance readability while keeping your brand message sharp and fully cohesive.
Table of contents
A well-organised table of contents is the first thing readers see. By listing every section and subsection, you allow quick navigation to specific details about fonts, colours, or voice. This feature saves time and cuts frustration, especially for newcomers who might be unfamiliar with your brand’s intricacies. Digital versions can go a step further by hyperlinking each chapter, so a single click takes you right where you need to be. Even in a printed guide, a clear list helps users skim for relevant information without flipping through every page.
Section dividers
Headings and subheadings carve your guide into logical segments, making information easier to process. H1 can mark major areas like “Visual Identity,” while H2 labels sub-topics such as “Logo Usage.” This structured approach gives readers a mental map and helps them find what matters most. Consistent formatting—fonts, sizes, and spacing—enhances clarity across every page. Section dividers also create a visual pause, giving users a moment to refocus before exploring fresh material. That small detail can significantly boost comprehension, especially for those scrolling through digital documents.
Visual illustration of guidelines
Pictures often speak louder than paragraphs. Including screenshots, mock-ups, or diagrams in your style guide helps people grasp brand rules at a glance. For instance, you might showcase correct and incorrect logo placements side by side. This direct comparison leaves little room for error and speeds up the learning curve. Visual aids can demonstrate colour usage, typography hierarchies, or even acceptable backgrounds for product shots. When you see the right way spelled out in images, it’s much easier to replicate. Ultimately, it keeps everyone on the same creative page.
Cross-referencing
Sometimes a topic relates directly to another part of the guide. Cross-referencing with links or footnotes helps readers hop between relevant sections without hunting through the entire document. This is especially beneficial when discussing overlapping elements like tone and visual design. By weaving in these quick pointers, you make the guide more user-friendly and reduce duplicated material. Sidebars, pop-ups, or short callouts can highlight deeper insights or related tips. The end result is a reference that feels cohesive and connected, guiding people to exactly what they need.
Putting your style guide in a logical sequence makes it simpler to consult, even under tight deadlines. If people can’t track down what they need quickly, they’ll ignore it entirely. A straightforward layout helps both newcomers and veterans. Below are four layout tips that enhance readability while keeping your brand message sharp and fully cohesive.
Table of contents
A well-organised table of contents is the first thing readers see. By listing every section and subsection, you allow quick navigation to specific details about fonts, colours, or voice. This feature saves time and cuts frustration, especially for newcomers who might be unfamiliar with your brand’s intricacies. Digital versions can go a step further by hyperlinking each chapter, so a single click takes you right where you need to be. Even in a printed guide, a clear list helps users skim for relevant information without flipping through every page.
Section dividers
Headings and subheadings carve your guide into logical segments, making information easier to process. H1 can mark major areas like “Visual Identity,” while H2 labels sub-topics such as “Logo Usage.” This structured approach gives readers a mental map and helps them find what matters most. Consistent formatting—fonts, sizes, and spacing—enhances clarity across every page. Section dividers also create a visual pause, giving users a moment to refocus before exploring fresh material. That small detail can significantly boost comprehension, especially for those scrolling through digital documents.
Visual illustration of guidelines
Pictures often speak louder than paragraphs. Including screenshots, mock-ups, or diagrams in your style guide helps people grasp brand rules at a glance. For instance, you might showcase correct and incorrect logo placements side by side. This direct comparison leaves little room for error and speeds up the learning curve. Visual aids can demonstrate colour usage, typography hierarchies, or even acceptable backgrounds for product shots. When you see the right way spelled out in images, it’s much easier to replicate. Ultimately, it keeps everyone on the same creative page.
Cross-referencing
Sometimes a topic relates directly to another part of the guide. Cross-referencing with links or footnotes helps readers hop between relevant sections without hunting through the entire document. This is especially beneficial when discussing overlapping elements like tone and visual design. By weaving in these quick pointers, you make the guide more user-friendly and reduce duplicated material. Sidebars, pop-ups, or short callouts can highlight deeper insights or related tips. The end result is a reference that feels cohesive and connected, guiding people to exactly what they need.
Frequently Asked Questions
What should a basic brand guideline document include?
A beginner-friendly guide generally covers key elements such as mission, logo rules, colours, fonts, and imagery guidelines. It also sets the expected tone of voice, so every piece of communication stays on track. That’s usually enough to keep things aligned.
How often do I have to review and update the brand guidelines?
Check them every few years, or whenever major changes happen in your strategy or visual look. That way, your guidelines reflect the reality of your business. If your audience or offerings shift significantly, it’s time to refresh those standards.
Is the brand style guide the same as brand guidelines?
They’re closely related, but a brand style guide often zooms in on editorial and design specifics, while brand guidelines can cover broader identity features. In many organisations, these terms overlap enough that people use them interchangeably without much confusion.
Conclusion
Brand guidelines aren’t some dusty PDF file left to languish on a server. They’re a living, breathing cheat sheet that keeps your brand consistent, whether you’re wooing new fans or connecting with loyal ones. By locking down your colours, voice, and logos, you build a cohesive message that genuinely resonates. Better yet, a regular refresh ensures you keep up with trends without losing what makes you, you. If your brand aims to stay memorable and trustworthy, a style guide is a brilliant resource for teams and partners alike. It unifies effort, keeps everyone on the same track, and wards off creativity gone rogue. Investing time into a well-structured guide can spare endless headaches and keep your brand shining in the places that count. That continuity encourages trust and invites deeper connections overall.
Frequently Asked Questions
What should a basic brand guideline document include?
A beginner-friendly guide generally covers key elements such as mission, logo rules, colours, fonts, and imagery guidelines. It also sets the expected tone of voice, so every piece of communication stays on track. That’s usually enough to keep things aligned.
How often do I have to review and update the brand guidelines?
Check them every few years, or whenever major changes happen in your strategy or visual look. That way, your guidelines reflect the reality of your business. If your audience or offerings shift significantly, it’s time to refresh those standards.
Is the brand style guide the same as brand guidelines?
They’re closely related, but a brand style guide often zooms in on editorial and design specifics, while brand guidelines can cover broader identity features. In many organisations, these terms overlap enough that people use them interchangeably without much confusion.
Conclusion
Brand guidelines aren’t some dusty PDF file left to languish on a server. They’re a living, breathing cheat sheet that keeps your brand consistent, whether you’re wooing new fans or connecting with loyal ones. By locking down your colours, voice, and logos, you build a cohesive message that genuinely resonates. Better yet, a regular refresh ensures you keep up with trends without losing what makes you, you. If your brand aims to stay memorable and trustworthy, a style guide is a brilliant resource for teams and partners alike. It unifies effort, keeps everyone on the same track, and wards off creativity gone rogue. Investing time into a well-structured guide can spare endless headaches and keep your brand shining in the places that count. That continuity encourages trust and invites deeper connections overall.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®