Why your brand needs a brand guideline

Branding encompasses a range of components that build up a brand’s identity, as we discussed previously. However, there is a key component that is vital to brand, and no, we’re not talking about the logo. Brand Guidelines – an often overlooked but crucial key component of forming a brand identity. They’re the key to consistency in appearance and tone of voice. In this blog we’re going to breakdown what they are and why your brand should definitely invest in one. 

What is a brand guideline?

So, let’s break it down, what exactly is a brand guideline and what does it need to contain?

A brand guideline is typically a document that lays down the ‘foundations’ or ‘rules’ when it comes to the correct representation of your brand and its assets. It includes an explanation on all the fundamentals and then some.

So whilst brand guidelines don’t usually come cheap, they’re a pretty handy asset to have and are definitely worth the initial investment.

What does a brand guideline contain?

1. Brand introduction

You can use your guideline to provide some insight into who your brand is and what products/services you provide. It also provides some helpful information if you’re outsourcing your asset designs.

2. Mission statement

Like the introduction, you can define what your brand’s mission or goal is – providing some insight into who you are as a brand.

3. Logo

A brand guideline should showcase your primary logo presentation and any other logo variations your brand may also have. It should also include black, white and transparent background variations of your logo. If your brand has a tagline, this may also include a variation of your logo with your brand’s tagline in this section.

4. Spacing requirements

Here you should clearly outline how much padding or ‘spacing’ should be applied around your logo across all its different applications. For example, the logo spacing on your packaging may be different to the logo spacing on your website. Clearly define how much spacing should be allocated so your logo can shine across all your collateral.

5. Unacceptable logo usages

To uphold the integrity of your branding identity, you should use this section to define the dos and don’ts when it comes to your logo usage. This includes outlining how your logo should not be displayed, colour usages, size requirements and so on.

Asana provides a great example of this in its guidelines.

6. Brand colours

The exact colours of your brand’s primary palette should be included. You should include the specific names, if you have any, for your brand colours; along with the exact codes across CMYK, HEX and RGB. You can also include any Pantone colouring if your brand has any.

Additionally, if applicable, you should also include any additional colours from your brand’s secondary colour palette – think like complementary colours to your main palette.

7. Typography

Your brand’s primary font/typeface should be outlined in section. Secondary fonts/typefaces that are used for things like headings and body copy should also be included in this section of your brand guidelines. You should also provide typeface styling direction, such as using strictly uppercase or lowercase, in the typography section.

8. Image style

Is your brand a high-end fashion producer that requires elegant photography of your models? Or perhaps your brand is a quirky skincare producer that needs some fun illustrative styles for your packaging. Regardless of who you are, it’s crucial to define your imagery style so it can always be consistently replicated. You should also take the time to include any icons that may be necessary to your branding as well.

9. Brand voice

Your brand’s voice is a very important component when it comes to expressing your brand’s personality. Is your brand elegant and regal? Fun and energetic? Clearly define how your brand should project its personality through its voice.

10. Branding uses

This section is an optional one but is a great one to include if it’s applicable to your brand! Here you can showcase how your logo, colours and fonts can be applied across all your collateral – ranging from business cards and advertising to packaging and apparel. 

The brand guidelines for Optus are an excellent example for showcasing this!

Why should you have branding guidelines? 

Now that we’ve broken down what exactly a branding guideline is and what it contains, it’s time to explain why it’s important for your brand to have this piece of arsenal under its belt.

So why should your brand have a brand guideline?

1. Lays down the rules

The main reason, and arguably the most important one, it clearly lays down the rules on how your brand should be presented to consumers at all times. It also eliminates any confusion amongst your internal staff or anyone you’ve outsourced work to when it comes to your branding identity. It also sets the foundations for your branding standards to ensure they’re always met. Another perk is that by laying down the groundwork for your brand, you’re ensuring the longevity of your brand – giving you a solid return on your investment in the beginning.

2. Saves you time and potentially money

Here’s the golden goose every brand wants – a time and money saver. Brand guidelines are great for this because they clearly define your brand’s identity, allowing for faster and more efficient collateral production. This creates effortless marketing for your brand and may even save you a dollar or two through the removal of error revisions.

3. Consistency and integrity

Consistent branding is an important heavy hitter when it comes to ensuring you’re appealing to your audience. A consistent brand identity allows your brand to become familiar and easily recognisable at a glance by your target market, creating a positive bond. Through consistency, brand integrity will follow in its footsteps; clear and strong communication of who your brand is and what you do will help consumers understand and trust your brand.

4. Reputation builder

This also comes off the back of consistency but having a brand guideline will assist you in forming a solid reputation within your market. Having a strong reputation will help push your brand to make it a key competitor within your market, allowing you to stand out against your competitors. A strong reputation equals a strong brand.

Brand guidelines are your golden ticket to a thriving business with a strong follower base. Not only are they a powerful investment for any brand, but they help your brand start off on the right foot from the word go. They’re also the perfect ‘how-to’ guide to build a reputable presence within your targeted market.

If your brand is missing this key document or you’re looking to refresh your current brand and create a new set of guidelines, we can assist you at any stage. With skills in Brand Strategy, Brand Collateral and Brand Identity services, we have the skills you need to build that positive reputation. If you need some help, don’t hesitate to get in touch.

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