The Importance of Brand Guidelines

Brand guidelines are a guide to how a business communicates to their consumers. It’s a style guide, containing standards on how to use the design elements of a company’s brand. The reason for their existence is to ensure complete uniformity in style and formatting wherever the brand is used to ensure brand consistency.

They are generally used for employees within the company, to ensure that everyone follows a set of styles, which in turn keeps the brand consistent. Brand Guidelines can also be used by creative agencies who may be working with a new client, to ensure that the brand tone of voice and values aren’t lost in any new materials.

A good brand communicates a company’s brand values and identity. Without a set of brand guidelines, companies often lose key elements which are integral to the brand. These elements could be the use of logos, set colour palettes, how and when to use imagery and also the company tone of voice.

These documents are highly unique to each company. Elements set within brand guidelines such as tone of voice are such important aspects to a company, it is essential the guidelines set specific rules so that the brand can continue grow and be recognised.

However, as well as guidelines setting strict rules to follow, they should always leave flexibility for the brand to grow and develop. They should be used as a guide to keep the brand moving forward. A brand is a company’s most important asset. It’s therefore essential that everyone understands its value, and knows how to use it. Brand Guidelines are the perfect way of doing this.

A Brand Guidelines document should not be a restrictive, pen pushing exercise. It should be a fun document which should be communicated internally to excite employees, and gain internal buy in. After all, if they understand and believe in the business, that then becomes visible to your customers.