How to Create a Knockout Branding Style Guide
You’ve seen those brands that seem to have everything down pat. Every interaction, every touchpoint, every pixel – it all just works. It’s like there’s some kind of secret playbook everyone is using.
Well, they do. They call it a branding style guide.
But here’s the thing: just having a style guide isn’t enough. Most are collecting dust in some forgotten corner of a company-shared drive somewhere. They’re bloated, confusing, and about as inspiring as filling out tax forms.
What if your style guide was different? What if it could serve as the beacon, the north star or the rallying cry for your whole organisation?
It can be, but only if you’re willing to think differently about what a style guide can be—and only if you’re ready to create something that is not just rules but story—your story.
So let’s talk about creating a fantastic branding style guide that doesn’t sit on shelves but lives in every nook and cranny of your business, one that doesn’t stifle creativity but inspires it!
Table of Contents
What's a Branding Style Guide, Anyway?
A branding style guide is like your company’s bible.
It’s the ultimate document of visual identity, the beacon for messaging, and a rulebook on how to project yourself in front of people. However, do not be frightened by “rule” – this isn’t about stifling innovation but directing it so your brand instantly becomes easily recognisable.
Building Blocks Of Brand Identity
More than just an attractive logo defines your business identity. The totality of all verbal and visual elements gives a company a distinctiveness. Let us look at some parts:
- Logo usage
- Colour palette
- Typography
- Imagery style
- Voice and tone
- Messaging guidelines
Each element plays a part in creating a uniform brand experience. And that’s where this guide comes into play – it ensures everyone sings from the same hymn sheet.
Why Bother with a Branding Style Guide?
You may think, “Why do I need a document telling me how to use my logo?” Well, here’s the short answer: you do. And here’s why.
Consistency is King
If Coca-Cola suddenly switched to using green cans or Apple went from sleek minimalism to bright, flashy patterns, it would confuse you, right?
That’s because these brands have spent years building a consistent image. A style guide helps you create that same level of consistency no matter who makes your content.
Saves Time (and Headaches)
Have you ever spent hours arguing about what shade of blue should be used on a website? Or whether an email should end with “Cheers” or “Best regards”?
A branding style guide stops these discussions before they start. It outlines everything in black and white (or whatever colours are chosen for your brand).
Makes Onboarding Easy
New team member? Freelance designer? External marketing agency? Just hand over the style guide and watch as everyone gets up to speed immediately. It’s like giving them keys to the kingdom.
The Essential Elements of a Branding Style Guide
Now that we’ve discussed the “why”, let’s move on to the “what”. What should you include in your brand style guide? Let’s look at it.
1 – Mission Statement and Brand Values
Start with your brand’s heart. What is your purpose? What do you stand for? This sets the tone for everything else.
2 – Logo Guidelines
Your logo is your brand’s face. Treat it well. Include:
- All your logos (full colour, black and white, etc.)
- Minimum size requirements
- Rules about clear space
- Do’s and don’ts when using the logo
3 – Colour Palette
Colours make people feel something, and they are essential for brand recognition, so be sure to specify:
- Primary and secondary colours
- Colour codes (HEX, RGB CMYK Pantone)
- Usage guidelines for each colour
4 – Typography
Fonts matter more than most people think! So describe these things:
- Primary typeface(s) used in branding materials
- Secondary typefaces used in branding materials
- Font sizes appropriate for different applications
- Typographic hierarchy within written content created by or on behalf of a company/brand
5 – Imagery Style
Since pictures can say thousands of words, ensure they convey what you want them to by including such things as:
- Photography style guides
- Illustration styles (if applicable)
- Iconography guidelines
6 – Voice And Tone
Looks aren’t everything when it comes to brands; there is also personality involved! Define yours through:
- Characteristics associated with our brand voice
- Tone variations based on specific situations
- Guidelines regarding writing styles
7 – Messaging Framework
Keep everyone consistent by providing key messages/tag lines and a strategic approach towards building customer relationships over time via storytelling.
Creating Your Branding Style Guide: A Step-by-Step Approach
Ready to dig in and make your branding style guide? Let’s get started.
Step 1: Take Stock of Your Current Brand Assets
Before defining where you’re going, it’s essential to understand where you are. Look at all the brand materials that already exist. What works? What doesn’t? Where is there inconsistency?
Step 2: Establish Your Brand Strategy
This is what will serve as the foundation for your branding style guide. Ask yourself:
- What is our mission?
- What are our core values?
- Who are we trying to reach?
- What makes us unique compared to others in the industry?
Step 3: Create Your Visual Identity
Now comes the fun part – creating the appearance of your business/brand! This includes:
- Designing or updating a logo
- Choosing colours that represent who you are as a company
- Picking out fonts/styles for text on websites and documents
- Establish guidelines for the imagery used across platforms (social media posts vs print ads).
Step 4: Craft Your Brand Voice
When speaking through written content, how does this entity sound?
Is it more formal or relaxed? Serious or lighthearted?
Develop some rules around personality traits associated with different tones of voice so they can be applied consistently throughout all marketing efforts.
Step 5: Create Usage Guidelines
Make clear dos and don’ts regarding usage related to each element within an organisation’s identity system.
Step 6: Compile Everything Into One Document
Bring everything mentioned above into one easy-to-read document which can be used by anyone from designers working on new visuals to marketers developing campaigns.
Step 7: Review And Refine
Ask team members for their opinions, and then make changes if necessary. A living document should be created based on your style guide, which grows alongside you and your brand!
Best Practices for Branding Style Guides
When creating a style guide for your brand, there’s one thing you need to know: it must be helpful. To keep yours from gathering digital dust, follow these tips.
Don’t Overcomplicate Things
Your guide should cover everything that needs to be covered without being confusing or overwhelming. Use simple language and lots of pictures.
Make It Easy For Anyone To Find
Put the style guide in an easily accessible place where everyone can find it. Use a digital platform that allows for easy updating and sharing among team members if necessary.
Show Real-Life Examples Of Your Brand Elements
Include mockups of business cards, social media posts, and other applications showing your brand's appearance.
Provide Templates That Are On-Brand
This way, everybody will know what to do when creating on-brand materials, saving time.
Review Regularly
As time goes by, brands change, so do their style guides; therefore, schedule regular reviews so as not to miss any changes made over time.
Common Pitfalls to Avoid
Even the best branding guidelines can go wrong. Here are some common mistakes to avoid:
Too tight
You should have rules or brandings, but you must let creativity flow. Give a little room for flexibility in your framework.
Overcomplicating things
If it’s confusing, no one will use it! Make sure that everything is as simple and direct as possible.
Digital neglect
In this day and age, brands exist both online and offline. Be sure your guide accounts for digital uses, too.
Failing to clarify why
Instead of just listing rules – show what led you there! This allows individuals to comprehend them better and even remember these guidelines longer.
Branding Style Guides in Action: Case Studies
Now, let’s examine some examples of practical branding style guides in real life and what we can take away from them.
Case Study 1: Spotify
Spotify has created a guide that is simple and clear. Their brand essence has been distilled into a short document which is visually appealing and easy to understand for everyone who reads it.
Key Takeaway: You don’t need a 300-page guide to communicate your brand effectively.
Case Study 2: Netflix
Netflix stands out with its brand guide because it puts so much emphasis on voice & tone. They give specific examples showing how their company personality should behave in different situations.
Key Takeaway: Don’t forget about the verbal side of your business – these things matter as much as the visuals do!
Case Study 3: Skype
Skype’s style manual shines when covering digital applications more thoroughly than any other service I’ve seen before. Detailed instructions are included regarding where exactly across platforms/devices should appear, like Skype’s logo or colours, etc.
Key Takeaway: Ensure you include all possible online places where people will see your product, given our increasingly digital world!
The Future of Branding Style Guides
Branding style guides are changing as the business world continues to change. The following trends should be noted:
Digital Interactive Guides
Interactive digital platforms allowing real-time updates and easy sharing have replaced static PDFs.
AI-Driven Brand Management
Artificial intelligence is beginning to play a role in sustaining brand consistency across digital channels.
Accessibility Focused
With guidelines for producing accessible content becoming more widespread, brands are realising inclusive design matters.
Concentration on Branding Experience
Style guides now include rules for building consistent brand experiences beyond visual or verbal elements at every touchpoint.
Measuring the Impact of Your Branding Style Guide
What are some metrics to determine if your branding style guide is working? You can use the following:
Brand Consistency Score
You should regularly evaluate the consistency of your brand touchpoints and rate them. Over time, you should notice an improvement in this score.
Design and Approval Time Savings
Keep track of how long it takes to create and approve branded materials. A good style guide should simplify these processes.
Brand Recognition
Conduct surveys to measure how well your target audience recognises and recalls your brand. Improved recognition should result from increased consistency.
Employee Trust
Your team should feel more confident about creating on-brand materials as they become more familiar with your guide, so ask them if they do.
Conclusion: Your Brand's Best Friend
A branding style guide can raise your brand from mediocre to excellent. It guarantees consistency, saves time and makes everyone in the organisation a brand ambassador – more than just rules, it is a powerful tool.
But don’t think of it as something you create once and then forget about.
Creating a brand style guide should be an ongoing process that develops with your company. However, if you go into this with the right mindset and commitment to sticking at it, there’s no reason why you shouldn’t build one of those standout brands we see so often these days!
So what are you waiting for? Grab some paper (or open up Google Docs) and start writing yourself a branding style guide – future-you will thank present-you!
FAQs
How long should a branding style guide be?
There isn’t a set answer, but generally, it can range from 20 to 100 pages. The point is to have all of the necessary information without overwhelming anyone.
Do I need a branding style guide for my small business?
Definitely! Even small businesses need consistent branding. Your guide can start small and expand as your company grows.
How often should I update my branding style guide?
You should look at it once a year but change it anytime something significant happens with your brand identity or strategy.
Who should be involved in creating a branding style guide?
It should involve input from marketing, design and leadership teams. This way, the document will be more comprehensive and practical because different departments contributed.
Can I create a branding style guide or hire someone professional?
You could make one independently, but if you want quality work done, getting professional help will ensure that your final product is thorough and effective.
What’s the difference between brand guides versus style guides?
Brand guides usually cover higher-level topics related to identity, such as mission statements. At the same time, style guidelines focus on specific visual components like logos used within writing materials produced by the organisation itself.
How do I ensure my team uses our new branding style guide?
Ensure it’s easy to find; give training sessions about its usage; and set an example. Always refer back when working on projects involving design elements inspired by this document.
Should social media policies be included in our company’s marketing plan?
Yes, yes, yes! Social media platforms are critical touch points where brands interact with consumers, so including rules regarding content creation/engagement through these channels is vital.
What if some things that generally belong in a template are missing?
Start with what exists around you, then fill in the gaps later. Your BSG must develop over time as your identity becomes more apparent.
