brand guidelines

The Importance of Brand Guidelines.


uilding a brand is an important part of your business. However, there is more to a brand than meets the eye. Successful brands are memorable, trustworthy and connected. But, how do they achieve this? Oftentimes, the best and most identifiable brands have one thing in common—consistency. Consistency is to a good brand as brushing your teeth is to good dental hygiene. In order for your brand to do well, you must have unity in your font, colour, icons, ads, and logo. This is where brand guidelines come into play. In this article, we will be going over the importance of having solid brand guidelines. And, why they are a non-negotiable when it comes to developing your brand. Follow along below to learn more about this topic.

What are Brand Guidelines?

Brand guidelines are basically a rule book on how you can showcase your brand. They include details about colour, font, messaging, and so much more. Brand guidelines are often presented in an online or hardcopy booklet. In addition, they typically include examples of do’s and do not’s. A brand guideline package helps companies identify their brand and shows them how to use it in a consistent way. 

Here are some of the elements included in a brand guideline package:

  • Name
  • Colour palette
  • Font/ typography
  • Graphics
  • Image
  • Logos/ Icons
  • Messaging
  • Tone
  • Shape

All of these elements must be related in order to achieve a successful brand identity. But, why is unity so important in a successful brand?

Why are Brand Guidelines Important?

Most businesses operate with more than one staff member. So, it’s easy for brand identity to get lost within the different roles of your company. In order to keep staff, affiliates, and consumers on the same page, you need to have clear instructions on how to use your company’s brand. From the wrong colour to mismatching fonts, there’s so many areas where your brand can get cloudy. Moreover, guidelines are essential when it comes to hiring new staff. Especially, those who govern your social media. Nothing says unprofessional, like an inconsistent brand. 

A good set of brand guidelines will ensure that customers recognize your brand as your business grows and develops. Furthermore, it will provide tools for new and old staff to continue to uphold your brand. Guidelines also help to avoid confusion between your company and similar companies. Additionally, it sets standards for your business’s culture, standards, and rules. 


branding guidelines for marketing
branding guideline importance

Helpful Hints for Creating Brand Guidelines.

When you begin to come up with your business’s brand guidelines, be specific. The more details you include, the better. Providing specific examples of do’s and do not’s will prevent any mix-ups. Make sure you include details about when/where to use certain colours, fonts, icons, etc. For instance, if your company operates through multiple channels, make sure you are clear about what styles to use and where they are best applied.

You’ll also want to think about colour. Colour says so much about a brand and it can easily be misrepresented. The hue, shade, and saturation all matter when it comes to the unity of your brand colours. Lots of companies will often name their primary colour(s) in order to keep things simple and generate a level of importance around the colour. 

Lastly, consider articulating your brand guideline package in a way that mirrors your company’s brand. For example, using the same colour scheme, shapes, complementary typefaces, etc. All of these details can help you solidify what your brand is to look and feel like: right within your own guideline package. The moral of the story is that you want to make your brand guidelines feel like an extension of your company.

Check out this example of Coca-Cola’s brand guideline package for a better reference.

Consistency, Consistency, Consistency.

Building a strong brand is all about consistency. In order to make your brand stand out in the crowd, a solid brand is essential. Having the necessary ingredients like a detailed brand guideline package is one of the best ways you can do so. The text you use on your website vs the text you use in your social media posts all matter when it comes to creating a noteworthy brand. Especially, if you have plans of onboarding new staff or partnering with other businesses. Rules surrounding your brand will make sure that nothing gets lost in translation. Whether that be through ads, packaging, or promotions. At the end of the day, a consistent brand will build trust and more profits. 


If you need help building a robust brand guideline package, contact us today. We’d be happy to help you create rules that showcase your brand in the best way possible. For more information on our services, feel free to reach out to one of our team members. You can find the latest updates on our social media page or check out our blog for related content. We look forward to working with you in the near future!