If you don’t have (or don’t use) a Brand Style Guide, you’re not alone.
A 2021 Statista study of various U.S. industries showed that while 30 percent of respondents said brand guidelines were used by their organizations, 15 percent said their organizations did not have brand guidelines.
We’ve created many brand style guides, and the top reasons for not having or using one include:
- Don’t think it’s necessary.
- No time or resources.
- I have one but it’s outdated.
For any client who lacks a Style Guide or has one that needs to evolve, here’s a simple structure for building what you need.
Level 1: Brand Fundamentals
These are the 3 legs of foundational brand standards (we believe in the power of 3; more on this in a moment). These 3 essential standards go to work every day in web content, signage, ads, T-shirts, PowerPoint decks, trade show materials, and wherever else marketing content takes you.
- Logo. Be sure to represent all versions for all media – and include examples of “the wrong way.”
- Color palette. Detail all colors and how they are used. List each color’s hex, CMYK, and RGB codes. Don’t forget Pantone numbers.
- Fonts. List all acceptable fonts and designate their usage: Headers, subheads, and body copy.
Level 2: Brand Look & Feel
Moving beyond basics, these standards reveal your brand’s sensibilities about style.
- Imagery: The style of photography, illustration, or overall approach to visuals. This may include the use of color vs black and white, angles or specific perspectives, treatments (such as sepia, for example), and guides for featuring people.
- Graphics. Including icons, infographics, text callouts, and all other elements used in layout.
- Formatting. This includes standards for the use of bullets, columns, lists, and so forth. Don’t forget to identify how your company name and branded or trademarked programs or products should appear in text.
Level 3: Brand Depth & Meaning
The strongest brands have a heritage that’s actively shared by their consumers (Examples: Harley Davidson, Jack Daniels, Disney). To pinpoint the DNA of the brand and build out its character, consider these inclusions to your Style Guide.
Mission & Vision. Sometimes these two statements feel like boilerplate; other times they’re truthful expressions about why the company exists. If you have them, use them. If you need to change them, talk to us.
Brand Pillars. The foundational characteristics that make the brand what it is. Aim for 3 pillars because the aforementioned Rule of 3 works.
Messages. We often advise clients to avoid taglines and single slogans and think in terms of a family of phrases – key messages that define the brand. It’s a good idea to include them, as long as they’re going to be around for a while. Messages must change because markets and positioning change, so make sure your main messages are durable.
Brand personality. This includes direction on tone, attitude, outlook, and any other traits that define the brand’s character. Examples: Formal vs Friendly. Traditional vs Progressive. New vs Established.
The Brand Story. Make it truthful and short. Try to encapsulate the essence of the brand’s narrative in a short phrase or anecdote. Example: Disney started when Walt Disney sketched a mouse called Mickey in 1928.
The Brand Promise. A simple statement about the purpose the brand serves. Nike: Inspire every athlete.
The 3 best ways to use it
You’ll be the best judge of what your Style Guide should include and how to deploy it, but these applications are where we see it making the biggest impact for our clients.
- Internal communications. When employees see consistency, they’re more likely to practice it.
- External communications. In all B2B and B2C channels; not just for clients and customers, but also for press materials, sponsored events, and professional association membership.
- Recruitment and onboarding. Potential new employees will understand the company better if its standards are codified. New employees can sample the Kool-Aid and get used to it.
Turn brand entropy into brand equity
Entropy is a term used in thermodynamics that means “the degree of disorder or uncertainty in a system.” Your brand Style Guide is a way to reduce entropy in your marketing – and replace it with equity.
