Why you need Brand Guidelines.
Brand Guidelines or brand style guides are an established set of rules on how to communicate your brand. They define the tone of voice, brand messaging and visual elements of your brand. They ensure that your logo, typography, colors and other brand elements are used correctly and consistently. They help to identify, build and grow your brand. Creating and maintaining consistency is what will build trust with your audience.
Your brand is how you are perceived by clients and customers.
Having a set of established rules in place ensures that your brand will be experienced consistently from all touchpoints. Consistency that runs through every part of your business helps to build connection with your audience.
In order to build trust with your audience, you need to be consistent.
Consistency will make your brand recognizable.
Let’s take a closer look at a brand that is easily recognizable.
When you see these colors, which brand comes to mind?
If you guessed Target, you are correct!
This iconic brand has become so recognizable, that just seeing these two colors used together makes it immediately apparent. Target has done an incredible job of creating and building brand recognition.
Target uses this red across every touchpoint of their brand. In their stores, on their website, in their advertising and social media. The consistent use of color, typography and branding elements is how this is achieved. The simplicity of the logo is a fun and playful element that is used throughout advertising, store interiors and commercials.
Brand Guidelines can range in length and detail, but the goal is the same. Create and maintain consistency. The more detailed the guidelines are, the better the consistency will be.
Benefits of brand guidelines
Consistency
Guidelines ensure visual consistency across all platforms (website, social media, print) Using consistency at every touchpoint builds trust.
Guide Others
As your brand grows your team and anyone else who uses your brand assets (designers, social media managers, marketers, copywriters) will be able to use these guidelines and know exactly what is needed to maintain brand consistency.
Professionalism
Without consistency, your brand will start to look messy. Having guidelines in place will ensure all of your visual elements are cohesive and add a level of professionalism that people come to know and trust.
So what exactly should be included in your brand guidelines?
Brand guidelines should include:
Brand tone and rationale
Brand tone and rationale: what makes your brand stand out, keywords to describe your brand and brand voice. Why do you do what you do, what makes your company unique?
Logos
Primary logo, secondary logo(s), and submark(s). You should consider where each of these will be used to allow for flexibility in design. Usage examples include website favicon, social media profile image, branded stickers or stamps, detail and printed or digital materials or to create texture. Make sure to provide plenty of space around the logo and include spacing guidelines. Logo Usage: Information on how your logo should be used with color, spacing, sizing and formats.
Color palette
Primary, secondary and accent colors. Where they should be used and what emotions those colors evoke. Make sure you are using the correct color format for each application. Web is RGB and print is CMYK.
Typography
Typeface selection, usage, sizing, and spacing. Include headlines, supporting text for subheadings and body copy.
Other elements that can be included are:
Pattern(s)
Custom patterns add life to your brand and can be used on collateral (pdfs, business cards, brochures, social media, etc)
Icons
These can be used on social media, websites and marketing materials. They are unique to your brand and show attention to detail.
Imagery
Photographic style and moodboard, icon design and illustration elements.
Let’s take a closer look at some brand guidelines.
Here is a detailed look at brand guidelines I created for a client. They include logo usage, typography, colors,
