A brand book, or brand guidelines, is an essential document that enables businesses to deliver consistency across all marketing and communication materials. It defines the visual and verbal identity of a brand, making it easier for internal teams and external partners to maintain a cohesive brand presence.
Why do I need brand guidelines?
Brand guidelines are the foundation for any marketing and creative activity.
They provide consistency
A brand needs to be used by many different people and teams, in a variety of situations. While the utilisation of a brand may change, the brand guidelines are in place to ensure that your visual identity and messaging remains the same over time.
They build recognition
By showing up consistently over time, businesses are able to build their brand recognition. With a brand style that is uniquely yours, your target audience will start to recognise your visual style and messaging.
They enable you to deliver faster
On a very practical level, brand guidelines set the expectation for future creative work. In this way, your team isn’t creating something completely new each time an asset or campaign is required. Instead, they have the approved structure of the brand book to provide a smooth implementation.
What should be in your brand guidelines?
While the specific contents of a brand style guide will vary from business to business based on their requirements, here are some of the components that we recommend including in your brand book.
1. Brand Overview
Your brand book should start with a brief introduction to your brand, including its mission, values, and personality. This section helps set the tone and provides context for the rest of the guide.
2. Logo Usage
Detail the correct usage of your logo, including variations, acceptable colour schemes, and minimum size requirements. A good set of brand guidelines will also provide examples of improper usage to prevent common mistakes. Remember, your brand book won’t just be used by your internal team, it will also be used by external partners and press.
3. Colour Palette
Specify primary and secondary colours, including HEX, RGB, and CMYK values. This ensures consistency across digital and print materials.
If your brand guidelines include a broad set of colours, we recommend also including guidance on approved colour combinations, which colours should not be paired, and how the various colours should be used. For example, some colours may only be used for accents or to represent certain topics.
4. Typography
Your style guide should list the approved typefaces for headlines, subheadings, and body text. Include guidance on font sizes, spacing, and when to use each typeface. We recommend including example font usage to clearly communicate the typography usage.
5. Imagery and Graphics
Outline the preferred style of photography, illustrations, and iconography and provide examples to clarify the desired look and feel. The guide should include colours or filters that can be used, the spacing requirements for imagery, and how imagery can be combined with shape and form (eg. cut outs, masks, overlays).
6. Shape and form
Shape and form is a part of brand identity that is often forgotten but is one of our favourite brand components to make a brand unique and memorable. It elevates basic brand elements like stock photography and plain backgrounds to include visual depth through the use of repeated shapes and patterns.
7. Tone of Voice and Messaging
Define the brand’s voice—whether it’s professional, friendly, or playful—and provide examples of correct tone and phrasing. Include key messaging points and taglines. In addition to how the brand should be communicated, your tone of voice guidelines should also include messaging styles to avoid. For example, many brands choose to avoid complex language, swearing and industry-specific terminology.
8. Layout and Design Elements
Specify grid systems, margins, and alignment principles for print and digital materials. This helps maintain a structured and professional appearance.
9. Brand Applications and Lock Ups
Showcase examples of how the brand should be applied across various touch points, such as business cards, websites, social media, and merchandise. We also like to include brand lock ups which combine the brand elements in multiple ways to demonstrate how assets can be combined to deliver the maximum impact.
10. Digital and Print Guidelines
Include guidance on how the brand elements should be used on and offline. For example, digital use may include animated assets and graphics, Print guidelines will need to translate digital colours into print formats to ensure brand consistency.
Wrap up
Your brand style guide forms the backbone of everything you do and create as a brand. It ensures that everything you produce is consistent, represents your business, and that your team is enabled to make marketing and design happen.
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