Tips From A Branding Expert

The Ultimate Guide To Brand Guidelines

Free checklist at the end of the blog!

As a brand designer, I’ve seen firsthand how a well-crafted brand guideline can transform a business. It’s like a blueprint for your brand, giving everyone involved a clear roadmap for how to use your visual identity, tone of voice, and overall persona.

When done right, a brand guideline ensures consistency across all touchpoints, from your website to your marketing materials to your customer service interactions. This builds brand recognition and trust with your audience.

But on the flip side, a poorly-crafted or incomplete brand guideline can lead to confusion, a disjointed brand identity, and customer dissatisfaction.

So if you’re looking to create a rock-solid brand guideline, keep reading for my tips!

The Pitfalls Of A Poorly-Crafted Brand Guideline

I’ve seen a lot of brand guidelines that are incomplete or missing key information. Knowing your brand’s fonts and colors is just the beginning. You also need to understand your brand’s values, tone, and ideal customer in order to create content and touchpoints that resonate with your audience.

It’s like getting a piece of IKEA furniture that comes with only half the instructions. You know how to put together the pieces, but you don’t know what you’re actually making. You could end up spending hours building what you think is a spice rack, only to find out that it’s actually a chair.

A good brand guideline should be comprehensive and informative. It should cover everything from your brand’s visual identity to its tone of voice to its target audience. This way, everyone who works with your brand will be on the same page and create consistent, on-brand content.

The secret behind Brand Guidelines That work

Now, here’s the secret sauce to dodge those pitfalls: Create a brand guideline that’s more robust than you think you’ll need.

Seriously, even in the early stages of your business, whip up a detailed brand personality profile.

With a strong start, you’ll lay a solid foundation that lets you build and adapt your brand as you expand. So, start strong, and you’ll be rocking it like a pro!

Do I even need a style guide? Aren’t they just for massive companies?

Yeah I hear you, but having a brand style guide isn’t just some fancy thing big corporations do. It’s genuinely worth its weight in gold for any business! Here’s why:


Picture this – no matter where people encounter your brand, they get that warm, fuzzy feeling of familiarity. That’s the power of consistency, my friend! It’s like having a brand signature that’s unmistakably you, across all channels and platforms.


Ever felt like you and your team were on a treasure hunt to find the right logo, the right font, or that perfect shade of blue? Well, not anymore! A well-crafted brand guideline leaves no room for confusion. It’s your treasure map to navigate the branding world with ease.


Flexibility doesn’t mean being wishy-washy. It means embracing change and growth while staying true to who you are. Your brand style guide is your sidekick, ready to adapt to new trends and opportunities while keeping your brand essence intact.

The Step-by-Step Guide to Creating a Brand Guideline That Works

Don’t fret! Creating a brand guideline isn’t a mind-boggling quest. It’s actually pretty straightforward if you follow these simple steps:

Step 1: Define Your Brand’s Purpose, Values, and Target Audience

Alright, let’s get to the core of your brand. What’s its purpose? What does it stand for? Who are the awesome folks you’re trying to connect with? Knowing these fundamental elements is like having your brand’s North Star – it’ll guide everything you do!

Step 2: Define Your Brand’s Tone of Voice

Your brand isn’t just a pretty face; it’s got a voice too! How does it talk to people? Is it friendly, quirky, or maybe a bit formal? Decide on the vibe that feels right, and stick to it across all your communications. It’s like having your brand’s BFF language!

Step 3: Gather Your Brand’s Visual Assets

Time to unleash the visual magic! Gather up all your logo variations, colour palette, fonts, and any other visual elements that scream your brand’s excellence. Having them all in one place ensures you create a consistent look that’s so on-brand!

Step 4: Write Clear and Concise Instructions

No one likes getting lost in a sea of jargon or lengthy explanations. Keep things simple! Clear and concise instructions make sure everyone in your team knows how to work their magic without any confusion. And voilà, you’ve got a brand guideline that’s easy-peasy to follow!

Free Brand Guidelines Checklist

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Wrapping it all up

There you have it! Creating a brand guideline might’ve sounded like a daunting task, but with these steps in your arsenal, it’s as smooth as silk. Starting strong with a kickass brand guideline will set your brand on a path to success, leaving a lasting impression on your audience no matter where they encounter you. So, go forth and conquer the branding world with your newfound brand guideline superpowers!

So, where do we go from here?

We’re passionate about working with visionary women who are daring to be different, and we’re committed to helping you create a brand that will help you achieve your goals.

If you’re feeling our vibe, and are ready to make your vision a reality, let’s make that happen together.

You Look Mint is a Manchester based branding agency that specialises in fresh and bold branding & graphic design that’s uniquely you.

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