Branding 101
Why Every Business Needs Brand Guidelines: Key Tips for Consistency
Imagine you're hosting a dinner party. You've got a theme, the perfect playlist, and a mouth-watering menu. Imagine everyone dressed for a costume party instead of your elegant soirée. Chaos, right? That's what happens to a brand without guidelines—it's a mishmash of ideas that confuses instead of impresses.
Brand guidelines are your brand's party planner, keeping everything on point. In this post, we'll discuss why they matter, what to include, and how to make them work for you. Think of this as your friendly guide to making your brand the life of the party (without the awkward karaoke).
1. What Are Brand Guidelines, and Why Do You Need Them?
Your Brand's Instruction Manual
Brand guidelines are the how-to manual for your brand's personality. They ensure your logo doesn't get squished, your colours don't clash, and your messaging doesn't sound like it's been written by three different people on three different days.
A client once used Comic Sans on a promotional poster. I cried (internally) and realised they needed guidelines ASAP.
Why Consistency is the Key to Trust
When your brand looks and sounds the same across all touchpoints, it builds trust. Your audience should recognise your brand like an old friend—familiar, reliable, and not prone to changing hairstyles every week.
2. What Makes a Great Brand Guidelines Document?
Visual Identity
Think of your visuals as your brand's wardrobe—polished, coordinated, and ready for any occasion.
Logo Usage: Include dos and don'ts (because nobody wants a stretched-out logo).
Colours: Outline primary, secondary, and accent colours with their hex codes.
Typography: Specify fonts, sizes, and where to use them.
Verbal Identity
This is where your brand's personality shines.
Tone of Voice: Are you casual or corporate? Define your vibe.
Messaging Framework: Provide key phrases, taglines, and examples for consistency.
Application Guidelines
Your guidelines should cover how to bring your brand to life.
Digital Assets: Templates for social media, websites, and emails.
Print Materials: Business cards, brochures, and signage.
3. Why Are Comprehensive Guidelines Worth It?
Instant Recognition
When your visuals and messaging are cohesive, your brand becomes memorable. Think Nike, Apple, or Airbnb—they're unmistakable because their guidelines are rock-solid.
Saves Time and Headaches
Guidelines streamline processes for your team and partners. Need a new ad? No problem—just follow the template. Need a website update? The colours are already specified.
Once, a designer sent me a logo in the wrong shade of green. It was the visual equivalent of wearing mismatched socks.
Builds Professionalism
Inconsistent branding screams amateur hour. Guidelines show you mean business and take your image seriously.
4. Case Studies: Brands That Got It Right
Apple: Minimalist Perfection
Apple's guidelines emphasise clean lines and simplicity, mirroring its design ethos. Whether in a store or a keynote, the Apple brand is unmistakable.
Nike: Bold and Unforgettable
Nike's brand guidelines focus on bold visuals and empowering messaging, ensuring every campaign is an extension of the company's "Just Do It" mantra.
Airbnb: Inclusive and Adaptable
Airbnb balances global consistency with localised flair, making its brand feel universal and personal.
5. How to Develop Brand Guidelines That Work
Start with Discovery
Dive into your brand's mission, values, and target audience. This foundation informs every element of your guidelines.
Collaborate with Your Team
Get input from designers, marketers, and leadership. After all, your guidelines are for everyone, so they should be a team effort.
Train Your People
Don't just hand out the document and hope for the best. Host workshops, share examples, and answer questions. Guidelines are only effective if people actually use them.
6. Measuring the Success of Your Brand Guidelines
Monitor Engagement
Are your campaigns performing better? Are your social media posts more cohesive? Use these metrics to evaluate consistency.
Gather Feedback
Ask your team and customers for their thoughts. You're on the right track if they find your branding consistent and professional.
Key Takeaways: Keep Your Brand in Line
Consistency is key to building trust and recognition.
Guidelines save time and headaches by keeping everyone aligned.
Comprehensive documents include visual identity, tone of voice, and practical applications.
Let's Build Your Brand Together
Are you struggling to keep your branding consistent? At BrandNew Creative, we specialise in brand guidelines development agency services that set your brand up for success. Contact us today to create a blueprint for consistency and professionalism.
Image credits:
Bold Brand Guidelines designed by Koto
ESPN Brand Guidelines
Fallon & Byrne Brand Guidelines by BrandNew Creative
