Define the Core of Your Brand
Start by outlining the mission, values, and purpose of the brand. This gives context to every design decision and ensures that the guidelines reflect the brand's true identity.
Numbers don’t lie !
1
%
of organizations had branding guidelines at 2019
1
%
of brand have used of brand content and were known to be inconsistent
What’s in brand guidelines?
Brand guidelines VS. brand identity
brand guidelines
They’re a set of rules that detail how each element of the brand identity should be applied across platforms and contexts. This includes specifications on logo usage, color codes, fonts, image style, voice and tone, and more, ensuring consistency and cohesion whenever the brand is presented.
vs
Brand identity is the collection of visual, verbal, and emotional elements that represent a brand. It’s what people see, hear, and feel when they interact with the brand; things like the logo, colors, typography, tone of voice, messaging, and overall style. It’s essentially the brand’s personality.
Takeaway
Brand identity is the “what,” while brand guidelines are the “how.”
Bottom line
Brand identity is what the brand is and how it is perceived.
Brand guidelines are how to present that identity accurately and consistently.
Why bother?
The brand identity is the drink itself , a carefully crafted blend of flavors (logo, colors, tone) that makes it uniquely your brand. But the brand guidelines? They’re the recipe card. They make sure every bartender (or marketer) knows exactly how to mix it, pour it, and serve it just right, so no matter where it’s ordered, that drink always tastes the same.
Without the recipe, you’d risk ending up with a drink that’s too strong, too sweet, or unrecognizable!
Process
ProcessProcess
Build a Visual Foundation
Establish logo usage, color palette, typography, and imagery style. Include examples of acceptable logo placements, clear space, minimum size, and any variations (like black and white versions).
Set the Tone and Voice
Define how the brand should sound in various contexts. Explain the brand’s tone and language, is it witty, formal, or conversational? Create sample phrases or messages to guide the voice and tone, helping content creators maintain a consistent brand personality.
Specify Do’s and Don’ts
Make it crystal clear what’s off-limits with examples of common errors, like stretched logos, unapproved colors, or inconsistent tone. Including visual “don’ts” alongside approved versions helps keep the brand representation clean and professional.
Make it User-Friendly and Accessible
Present the guidelines in a clear, well-organized format. Use visuals, examples, and even a digital PDF or online document that’s easy to share with anyone working on the brand. Encourage usage by making it accessible, simple to update, and easy to reference at a glance.
