Creating a brand style guide is essential no matter how big or small your brand is. A brand guide is an asset for anyone who will ever touch your brand. It’s essential in order to ensure consistency across all your marketing efforts. So, how do you create one? Here are a few tips:
1. Start with Your Brand Story
Firstly, start with your why. Why do you exist? What problems are you solving? Your brand story sets the tone for everything else in your style guide. Write it down, make it compelling, and let it shine through in every piece of content you create.
2. Define Your Brand Voice and Tone
This is your brand’s personality. Are you fun and quirky? Casual and friendly? Professional and formal? Defining your voice and tone helps ensure that every piece of content, whether created in-house or not, sounds like it’s coming from the same person.
3. Logo Usage
Include clear guidelines on how to use your logo. Specify the minimum size, acceptable color variations, and how much space should be around it.
4. Color Palette
Colors evoke emotions and create associations. Choose a primary color palette (usually 3-5 colors) that reflects your brand’s personality. Include the HEX, RGB, and CMYK codes for each color to ensure consistency across digital and print materials. Also, add a secondary palette for additional flexibility.
5. Typography
Fonts matter more than you think. They communicate your brand’s tone almost as much as the words themselves. Choose 2-3 fonts: a primary one for headings, a secondary one for body text, and maybe an accent font for special occasions. Specify when and where to use each font.
6. Imagery and Graphics
What kind of images represent your brand? Are they candid shots or polished, professional photos? Include examples of acceptable imagery and guidelines for graphics, icons, and illustrations. This helps maintain a cohesive look and feel across all visual content.
7. Copy Guidelines
Outline specific rules for writing content. This includes grammar and punctuation preferences, preferred terminology, and any phrases or words to avoid. Consistency in your writing reinforces your brand’s voice.
8. Do’s and Don’ts
Sometimes, showing what not to do is as important as showing what to do. Include a section of do’s and don’ts to prevent common mistakes. This can include incorrect logo usage, off-brand colors, or inappropriate imagery.
One last note, a brand style guide is a living document. As your brand evolves, so should your style guide. Schedule regular reviews to ensure it stays relevant and comprehensive. And make sure everyone in your organisation knows where to find the latest version. This avoids you having to rework imagery or copy simply because someone used the wrong brand guide.
Creating a brand style guide might seem like a daunting task, but it’s worth the effort. Not only does it help maintain consistency, but it also ensures that anyone who touches your brand knows exactly how to represent it. The more effort you put into your brand style guide to do it right, the better your overall brand identity looks.