What Are Brand Guidelines? How to Create a Brand Guide

A brand guide is a document that sets out how your brand looks and sounds, so everyone who creates something for your business does it the same way. It usually covers your logo and how to use it, colours, typefaces, imagery, tone of voice and examples. It keeps your brand consistent as more people and suppliers get involved.

So what are brand guidelines? The same thing: “brand guidelines”, “brand guide” and “branding guide” are used interchangeably. Here is what goes in one and how to make your own.

What is a brand guide for?

A brand guide saves time and protects your brand. Designers, printers, sign writers, web developers and new staff can work from it without guessing, and you avoid the stretched logos, off colours and mixed messages that make a business look less established than it is.

What should a brand guide include?

What to include in a brand guide depends on your size, but most cover:

• Brand foundations: who you serve, your positioning and what you stand for.
• Logo: the main version, alternatives (stacked, icon, one colour), clear space, minimum size and what not to do.
• Colours: primary and secondary colours with their codes for screen and print.
• Typography: heading and body typefaces, sizes and fallbacks.
• Imagery: the style of photos, illustrations and icons you use.
• Voice: how you write, with words to use and avoid.
• Examples: how it all comes together on a business card, social post, ad or web page.

What is a brand voice guide?

A brand voice guide is the part that covers words. It describes your personality in three or four traits (for example, “friendly, plain-spoken, practical”), shows each trait with a do and a don’t, and lists house style choices such as spelling, how you write prices and how you sign off emails. It’s useful for anyone writing your website, social posts or quotes.

Brand guide examples: a sample outline

Brand guide examples range from a single page to a hundred. For most small businesses, a sample branding guide of 8 to 15 pages is plenty. Here is a brand guide sample outline you can adapt:

1. Cover and contents
2. About the brand: who we serve and our position
3. Logo versions and usage rules
4. Colour palette
5. Typography
6. Photography and graphic style
7. Brand voice and writing style
8. Applications: stationery, social media, signage, web
9. Contacts and where to find the files

How do you create a brand guide?

If you’re working out how to create brand guide pages for your own business, follow these steps:

1. Gather what you have: logo files, colours, fonts and the best examples of past work.
2. Decide the rules: settle any inconsistencies, such as two shades of the same colour, before you write them down.
3. Write it plainly: short rules with visual examples work better than long explanations.
4. Add the files: link to a shared folder with every logo format and template.
5. Share and update it: send it to everyone who creates for you, and update it when the brand changes.

Brand guides are living documents. A short guide people actually use beats a long one nobody opens.

How much does a brand guide cost?

At Rock Solid Marketing, creating brand assets, including brand style guides and logo files in every format, is billed at $160 + GST an hour, and you get an estimate before work starts. Our New Business Package ($4,995 + GST) includes a cheat-sheet style guide with the logo, and our marketing partnership plans (from $4,500 + GST a month) include a brand and style guide.

Frequently asked questions

What is the difference between a brand guide and a style guide?

Usually nothing: the terms are used for the same document. Some businesses use “style guide” for the visual rules only and “brand guide” for a document that also covers positioning and voice.

Does a small business need a brand guide?

Yes, even a one-page version. As soon as someone other than you creates something for your business, a guide keeps it consistent.

Who should get a copy?

Everyone who makes anything with your brand on it: staff, designers, printers, sign writers, your web developer and any agency.

How often should a brand guide be updated?

Whenever something changes, such as a new logo version, colour or service. Review it at least once a year so it matches how the brand is really used.

Need a brand guide?

Our creative and design team builds brand guides for new and established businesses, from a one-page cheat sheet to a full guide with templates.