Keeping your brand's look and message consistent across all platforms is crucial. Brand guidelines, also known as brand standards or style guides, are key to making this happen. They're like a detailed guidebook for your brand, laying out the rules for how everything should look and sound. This makes sure that everything you put out there matches up with your brand's core beliefs, values, and style.
Let's explore how to put together good brand guidelines that will help guide the direction of your brand going forward.
Understanding the Importance of Brand Guidelines
Brand guidelines are not just a set of rules; they are a narrative of your brand's identity, values, and mission. They ensure that regardless of who is working on your brand—be it an in-house designer, an external marketing agency, or a new team member—they have a clear understanding of how to represent your brand accurately. This consistency builds brand recognition, fosters trust with your audience, and enhances the overall impact of your brand.
Key Elements of Brand Guidelines
1. Brand Story:
Start with your brand's story—the mission, vision, and values that drive your business. This narrative sets the tone for your entire brand and guides the emotional and psychological connection you wish to establish with your audience.2. Logo Usage:
Detail how your logo should be used, including sizing, spacing, what not to do, and variations for different contexts. This ensures your logo is always displayed in a manner that maintains its integrity and recognisability.
3. Colour Palette:
Define your brand's colour scheme, including primary and secondary colours, with specific colour codes (e.g., RGB, CMYK, Pantone). Consistent use of colours enhances brand recall and helps in visually distinguishing your brand from competitors.4. Typography:
Specify the typefaces that embody your brand's character, including guidelines for their use in different contexts (e.g., headings, body text). Consistent typography aids in maintaining a cohesive look and feel across all communications.5. Imagery Style:
Outline the style of photography, illustrations, and other visual elements that complement your brand's personality. This creates a visual language that enhances your brand's narrative.
6. Voice and Tone:
Articulate the voice and tone of your brand's written communications. Whether professional, friendly, or quirky, the way your brand 'speaks' plays a crucial role in how it's perceived.
Implementing Your Brand Guidelines
Creating your guidelines is only the first step. The real success lies in their implementation. Make your brand guidelines accessible to everyone who works on your brand, and ensure they are followed meticulously. Regularly review and update your guidelines to keep pace with the evolving nature of your brand and market trends.
