7 Things You Need in Your Brand Guidelines
- KHAI DESIGNSZ
- Dec 18, 2024
- 4 min read
Having a solid set of brand guidelines is key if you want your business to stand out and stay consistent. Think of it as your brand’s playbook – it tells everyone, from your team to outside partners, how to keep things on-brand. Here’s a breakdown of the seven must-haves for great brand guidelines, explained in a way that’s easy to follow and super practical.
1. Brand Overview
This is the heart of your brand guidelines. The overview tells the story of your brand: who you are, what you do, and why it all matters. Here’s what to include:
Mission Statement: What are you here to do? Keep it short and sweet, like, "We’re on a mission to make healthy eating simple and accessible for everyone."
Vision Statement: Where are you headed? This is your big-picture goal, like, "We aim to become the go-to brand for affordable, organic food."
Core Values: What drives your brand? For example, "Honesty, sustainability, and innovation."
Target Audience: Who are you talking to? Include details like age, interests, and needs. For instance, "Busy professionals in their 30s and 40s who want convenient, healthy meals."
Brand Personality: Imagine your brand as a person. Are you friendly and casual? Or sleek and professional? Write it out so everyone knows how to bring your brand to life.
This section is like the introduction to your brand’s personality and purpose – make it relatable and inspiring.
2. Logo Guidelines
Your logo is the face of your brand, so you’ve got to protect it. Here’s how:
Primary Logo: Show your main logo and any variations (like a black-and-white version or an icon-only version).
Clear Space: Make sure there’s breathing room around your logo. For example, "Keep a space around the logo that’s at least the height of the letter ‘O.’"
Minimum Size: How small can the logo go before it gets hard to read? Spell that out.
Do’s and Don’ts: Add some visuals here. Show what’s okay (e.g., "Use the logo on a white background") and what’s not (e.g., "Don’t stretch or rotate the logo").
File Types: List the files people will need, like PNG for digital and EPS for print.
This section keeps your logo looking sharp and consistent, no matter where it appears.
3. Color Palette
Your brand colors set the mood and make your designs recognizable. Here’s what to lock down:
Primary Colors: These are your go-to colors. For example, "Bright blue and white."
Secondary Colors: These add flexibility. For example, "Gray and light blue for accents."
Color Codes: Share the exact HEX, RGB, and CMYK codes so the colors always come out right.
Usage Rules: Explain when and where to use each color. For instance, "Use bright blue for buttons and headers, and gray for backgrounds."
With clear color rules, your brand stays visually consistent and easy to recognize.
4. Typography
Fonts matter more than you think. They set the tone for your brand, whether it’s fun or formal. Cover these basics:
Main Font: This is the one you use for big stuff like headlines. For example, "We use Lato Bold for all headings."
Secondary Font: A simpler font for body text. For example, "We use Open Sans Regular for paragraphs."
Sizes and Weights: Spell out which font sizes to use for titles, subtitles, and body text. For example, "Headlines should be 36pt and bold; body text should be 12pt and regular."
Fallback Fonts: Suggest backup options in case your primary fonts aren’t available. For example, "If Lato isn’t available, use Arial."
When you’re clear about fonts, everything from your website to your flyers will feel like it’s part of the same family.
5. Imagery Style
Images are powerful tools for telling your brand’s story. Here’s how to make sure they match your vibe:
Photography Style: Describe the type of photos you want. For example, "Natural lighting, candid moments, and diverse people using our products."
Illustrations and Graphics: If you use illustrations, define the style. For example, "Clean, flat icons with bold outlines."
Mood and Tone: Explain the feeling your images should give off. For example, "Our photos should feel warm, inviting, and inspiring."
Examples: Show examples of what works and what doesn’t. For example, "Do use real people interacting with our products; don’t use overly staged stock photos."
This ensures all your visuals look and feel like they belong to your brand.
6. Voice & Tone
How you talk to your audience matters just as much as how you look. Nail down your voice and tone with these tips:
Voice: This is your brand’s personality in words. For example, "We’re friendly, approachable, and a little witty."
Tone: Adjust your tone based on the situation. For example, "We’re casual on social media but more professional in emails."
Words to Use (and Avoid): Be specific. For example, "We say ‘awesome,’ not ‘amazing,’ and we avoid corporate buzzwords like ‘synergy.’"
Examples: Show on-brand and off-brand examples. For example, "On-brand: ‘Hey there, ready to simplify your life?’ Off-brand: ‘We guarantee optimal solutions.’"
Your voice and tone help you connect with your audience and build trust.
7. Applications
This section is where you show how everything comes together in real life. Include examples like:
Business Collateral: Letterheads, business cards, and email signatures.
Digital Assets: Website mockups, social media posts, and email designs.
Product Packaging: How your logo, colors, and fonts look on packaging.
Ads and Promotions: Sample ads for print, digital, or billboards.
Merchandise: Branded swag like T-shirts, tote bags, or mugs.
Seeing your brand in action helps everyone understand how to use the guidelines.
Wrapping It Up
Brand guidelines aren’t just rules—they’re a way to make sure your brand always looks and feels like you. By covering these seven areas—Brand Overview, Logo Guidelines, Color Palette, Typography, Imagery Style, Voice & Tone, and Applications—you’ll have everything you need to keep your brand consistent and memorable.
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