What are Brand Guidelines?

So, what are brand guidelines?

The purpose of branding is to establish a unique identity using recognisable and characteristic elements. Brand guidelines (also called brand books, style sheets, or style guides) provide clear instructions to designers, copywriters and all other stakeholders about how to consistently represent their company’s voice and image. 

In this blog, we outline the main components of brand guidelines and answer some frequently asked questions to help you understand what brand guidelines are, why they’re important and how your business should use them. If you’re still not sure by the time you reach the end, head over to the Create8 website and look into one of our comprehensive branding packages to learn how our award-winning branding agency can help your business.

What are brand guidelines (and why are they important for businesses?)

Recognisable, clear branding is one of the most important assets that your business has because it helps customers to differentiate you from your competitors. Brand guidelines provide structured, clear instructions for all stakeholders – from the CEO to freelancers – about how the brand should look and feel to customers and other businesses. You can think of it as a rulebook, consolidating all the parts that make up your brand’s image and identity. 

Brand guidelines, when done well, can help your company to achieve consistency in how it presents itself to the world – which is how a brand becomes iconic. And a consistent, predictable, and relatable company can inspire customer loyalty and satisfaction, bringing them back to you again and again. 

What are the key elements to include in brand guidelines? 

For almost all companies there are 6 key components to include in brand guidelines. You might find that for your industry or particular brand, there are additional elements to include, or that you don’t need all of them, so play around with it and figure out which combination works best. 

Logo, uses, and variations

Include all size, shape, and colour variations of your brand logos, and instructions about when to use them. It can also be a good idea to include examples of how not to use the logos, and don’t forget spacing rules for things like websites, apps, and email signatures. 

Colour palette

Primary colours (your brand’s main colours) and secondary colours (all other colours used in your company media) make up the colour palette. Exactly how many of these you have might depend upon the relevant industry, or your business’ preference. Organise your colour palette logically in the brand guidelines, and give the CMYK, RGB, HEX and Pantone colour codes (#) for easier consistency. 

Typography

Indicate which fonts are used where, and include colour, weight and size options. Show the reader where they can find and/or download your brand fonts, as well. It’s up to you to decide how you want to present this in your brand guidelines but we recommend providing some example phrases and paragraphs to show others how text should look. 

Brand voice and messaging 

From social media posts and website content to advertisements and product packaging; how you consolidate your company’s voice within its brand guidelines matters when it comes to building a recognisable image. Always note any necessary changes of tone or messaging between things like platform or intended use. 

Imagery and iconography

How each brand successfully approaches the use of images within brand guidelines can vary greatly, from photographs of happy customers or beautiful products, to stylised icons that fit the brand’s voice and personality, to barely anything at all. Brand guidelines should provide images and icons, or even mood boards, that express a consistent aesthetic to stakeholders. 

Can I change my brand guidelines, and if so, how do I do this?

You’re aiming for consistency, but branding isn’t necessarily a one-time-thing. As your brand evolves, updating brand guidelines periodically is essential. Revisit and revise the document(s) to reflect new company directions or industry trends, ensuring your brand stays relevant – and your brand guidelines remain effective in maintaining your brand’s identity. 

Update your brand guidelines every time you make a change, but set regular (predictable) dates for any changes to be communicated to, and implemented by, relevant stakeholders. 

How do brand guidelines affect the marketing and advertising efforts of a company? 

Creating a unified marketing message strengthens brand recognition and impact on potential customers. The most successful campaigns adhere to strong brand guidelines; while inconsistent efforts simply serve to alienate and deter audiences, diminishing your brand’s identity and customer trust. 

What role do brand guidelines play in digital and print media? 

Digital media
Whether we’re talking social media posts and profile visuals, website and app design, or digital ads – brand guidelines ensure a cohesive look and feel across platforms. 

Print media
Yes, everything is online now. But you still need your company to be recognisable in physical formats. Brand guidelines should help organise consistency across business cards, posters and physical ads, and brochures. 

How can small businesses benefit from implementing brand guidelines? 

For small businesses, establishing clear brand guidelines can encourage a polished, professional appearance – even for those on lower budgets or just starting out. Cohesive brand image helps small businesses to stand out and build a strong, recognisable identity. 

Sharing brand guidelines documents with all employees and stakeholders can also streamline tasks and help maintain consistency across platforms, something which becomes particularly useful for smaller and remote teams. 

What are the consequences of not adhering to brand guidelines? 

• Unprofessional appearance: Inconsistent branding looks unprofessional and cheap, diminishing the perceived value of your products or services.

• Damaged brand integrity: Straying from established guidelines can erode your brand’s integrity, leading to a fragmented and confusing brand identity.

• Lost customer trust: Customers rely on consistency. When your brand’s look and feel are inconsistent, it can erode trust and loyalty over time.
• Inefficient marketing efforts: Without clear guidelines, marketing materials can lack cohesion, resulting in less effective campaigns and wasted resources.

How should brand guidelines be communicated to employees? 

Effective communication of brand guidelines is crucial. Hold training sessions and workshops whenever possible – whether these are external courses or hosted internally by your company. Continuous education and reinforcement are key to maintaining brand consistency.

It might sound obvious, but also make sure all relevant brand guideline documents are easy-to-access to ensure everyone understands and follows them!

Examples of effective brand guidelines

Effective brand guidelines are used 

by many successful companies. For example, Apple maintains a sleek, minimalist aesthetic across all platforms, ensuring brand consistency. Coca-Cola uses a distinctive red colour and unique logo design, making their products instantly recognisable.

Not to toot our own horn, but let’s look at some brands designed by Create8 for inspiration. 

Purseglove: Consistent colour schemes and professional design elements create a cohesive, trustworthy brand identity across all digital and print media.

Get Lean: Clear typography and imagery guidelines ensure a modern, clean look, making their health-focused content easily recognisable and engaging.

Petisco: Vibrant visuals and playful iconography reflect their brand personality, making their marketing materials stand out and connect with their audience.

With the help of our branding services, these companies have used their brand guidelines to maintain consistency across all touchpoints. They look trustworthy and professional, which has helped them to stay competitive in crowded markets and build a loyal customer base.

Create8’s Branding Service

We currently offer four branding packages, all of which include brand guidelines or a style sheet. 

The Level 2 and 3 packages offer the most detailed brand guidance and implementation strategies, helping you maintain consistency across all platforms. Whether you’re a small business or a larger enterprise, Create8’s tailored services can elevate your brand and ensure it stands out in a crowded market.

Our Brand Packages

Package    >	Essentials (Only available if purchased with a website)	Level 1	Level 2	Level 3
Service    v
Style Sheet	X	X
Brand Guidelines			X	X
Brand Values		X	X	X
Brand Positioning		Client provides	X	X
Mission and Vision	Client provides	X	X	X
Audience Personas	Client provides	Client provides	General audience persona(s)	Complete audience persona(s) and buying patterns
Tone of Voice, Personality, and Positioning		X	X	X
Photography Direction				X
Brand Guidelines Training				X
Additional Assets			5 hours	10 hours
Additional Content Writing				8 hours
Implementation				Half-day

Well-defined brand guidelines are essential for creating a strong, consistent brand identity. They help businesses look professional, build trust with customers, and ensure cohesive marketing efforts. Investing in professional branding services can make all the difference!

If you’re still not feeling confident, learn more about our branding services or give us a call on 0161 820 9686 for a personalised chat about how we can help your business.