What is a Brand Guide?
A Brand Guide is a document that defines, explains and presents examples of what your brand looks and sounds like. It gives users the tools they need to ensure that the communications they develop and share with your audiences will deliver a consistent image and message about your brand.
What to Include
A Brand Guide should provide standards on how to use all of your brand assets. At a minimum, these standards and assets should include:
LOGO
Your logo is the ultimate visual representation of your brand. Brands need to be diligent about its proper use. Clear cut direction should be given as to when, where and how the logo should be used; when it should include the tagline, the minimum size at which it can be displayed, the colors it can be used in, and empty space required around the logo to make it stand out. Specific guidance should also be given on how not to use the logo—do not alter the colors, do not use it on a background that doesn’t provide sufficient contrast and do not distort, skew or outline the logo as examples.
Colors
Color is often key in making your brand recognizable. The guide should clearly define the primary, secondary and tertiary color palettes of your brand and when and how it is appropriate to use each. Be sure to include the specific color formula for all color formats available (RGB, CMYK, Pantone, HEX). Also educate users on what media is most appropriate to use the various color formulas available for best color reproduction (i.e. CMYK for four-color printing; RGB for digital applications, etc.).
Typography
Typography is a crucial part of a cohesive brand identity. List all of your brand fonts and show examples of what they look like. Set rules on usage for each font, such as which fonts to use for headlines, body copy and call to action copy. Consider creating a rule about which standard (or system) fonts to use in business forms, letters, emails, presentations and other communications that employees and staff who may not be involved in marketing can use effectively in their daily activities.
Imagery
Photography and imagery are powerful tools used to engage audiences visually and help to establish a brand identity. Provide samples of the photography style that embodies your brand. The photos should be a natural reflection of the personality of your brand and the audiences you are speaking to.
Brand Voice
Your brand voice is the expression of your brand in words (the fewer the better). Define key words that describe your brand based on your organizational values, brand attributes and the emotional and functional benefits of your brand. Then use these words to form the foundation for all of your communications efforts.
KEY TAKEAWAY
Your employees are your most important brand ambassadors, so it is essential for them to communicate with users of your brand in a consistent manner. It is imperative to create easy-to-use brand guidelines and keep your Brand Guide on a shared drive or online in a secure portal where employees and other stakeholders have access and can refer to the Brand Guide at any time. This will keep your brand and your overall branding efforts on the right path.
