How to Build a Brand Style Guide for Your Business
If you’ve ever wondered how some brands look so polished and consistent no matter where you see them—on their website, social media, or even a business card—the secret is often a brand style guide. A brand style guide is a go-to resource for making sure that your brand looks and feels the same everywhere, so people recognize you instantly. In this post, we’ll cover what a brand style guide is, why it’s worth creating, and the key elements to include to help you nail a consistent look for your business. Let’s dive in!
What is a Brand Style Guide?
Think of a brand style guide as a rulebook for how your brand shows up in the world. It outlines the visual and messaging standards for your business, covering everything from colors and fonts to tone of voice and logo usage. With a style guide, you’ll have a one-stop reference for anyone who creates anything on behalf of your business, from employees and freelancers to you!
Why Do You Need a Brand Style Guide?
A style guide keeps your brand consistent across all touchpoints. When your brand looks and feels the same everywhere, it builds trust and recognition. Consistency says, “We’re professional, reliable, and here for the long haul.” It also makes things easier on you because there’s no guessing or re-explaining each time you start a new project. With a style guide, you can focus on what you love—growing your business—while knowing your brand always looks its best.
Key Elements to Include in Your Brand Style Guide
Ready to create your own guide? Here are some essentials to include so your brand always looks polished and on point.
1. Your Brand’s Mission and Personality
Start with the heart of your brand: your mission, vision, and personality. Write a quick blurb about what your brand stands for, your values, and the personality you want to convey. Are you playful and approachable? Or sophisticated and professional? This section sets the tone for the rest of the guide, giving you and anyone working on your brand a clear idea of what you’re all about.
2. Logo Usage Guidelines
Your logo is the face of your brand, so you’ll want to protect its look by setting some guidelines. Include details on how to use your logo, like minimum sizes, spacing, and variations for different backgrounds (light, dark, color, or monochrome). It’s also helpful to show examples of incorrect uses, like stretching, tilting, or using the wrong colors. This way, your logo always looks sharp and professional.
3. Color Palette
Colors play a huge role in shaping how people perceive your brand. Choose a color palette that reflects your brand’s personality and include the hex codes (or RGB/CMYK values) for each color so they’re easy to replicate. Most brand palettes have primary colors (the main colors for your brand) and secondary colors (accent colors used sparingly). Consistent colors across platforms help people recognize your brand instantly!
4. Typography Guidelines
Fonts can do wonders for setting the mood of your brand. Pick one or two main fonts to keep things consistent—usually a primary font for headings and a secondary font for body text. You might also include a special font for accents, like taglines or quotes. In your guide, note things like font sizes, weights (bold, regular), and line spacing to keep text looking clean and readable.
5. Image and Graphics Style
The style of images you use says a lot about your brand. Decide whether you’ll use photos, illustrations, icons, or a mix, and if there are specific types of imagery that fit your brand’s vibe. For example, if you’re a fitness brand, you might use high-energy, vibrant images of people in motion. For a more laid-back lifestyle brand, soft colors and casual photography might work better. Consistent visuals create a unified look that people come to associate with your brand.
6. Voice and Tone
Your brand’s voice is how you “speak” to your audience. Think about how you want to come across in your writing. Are you friendly and conversational, or more formal and knowledgeable? It helps to include examples of what your voice sounds like. For instance, if your brand’s tone is friendly, you might use phrases like “Hey there!” or “We’re so glad you’re here!” If it’s more formal, you might lean toward “Welcome to [Your Brand]” or “We appreciate your visit.” Having this section ensures your brand sounds the same across emails, social posts, and website copy.
7. Examples of Real-Life Applications
Finally, give some examples of your brand in action. This could be mock-ups of social media posts, website layouts, or printed materials. Seeing the brand elements all working together helps you and anyone using the guide understand how everything should look and feel in real life.
Putting It All Together
With these elements in your brand style guide, you’ll have a resource that keeps your brand looking sharp and consistent everywhere it appears. Plus, having a style guide saves you time and stress down the road. No more digging through past projects to remember a hex code or font name—everything you need is in one place!
Ready to Create Your Own Style Guide?
Taking the time to set up a brand style guide may seem like extra work at first, but it’s worth it. You’ll save yourself (and your team) time, keep your brand looking cohesive, and make a lasting impression on your audience. So grab a cup of coffee, get comfy, and start crafting your brand’s new favorite resource! And if you need a little guidance along the way, I’m here to help—just reach out!