Creating a comprehensive brand guidelines manual is crucial for maintaining consistency and building brand recognition.
A well-crafted manual can help ensure all brand communications remain on message and visually cohesive. It can be a reference tool for everyone creating and distributing brand materials.
By setting clear guidelines for how the brand should be presented across different channels, a manual can help to build trust and credibility with customers. It can also help avoid inconsistencies and confusion that can arise when different teams approach branding differently.
In this blog post, we’ll cover the essential elements that should be included in a brand guidelines manual, including guidelines for logo usage, typography, color palette, voice and tone, and more.
We’ll also offer practical tips for creating a manual that is easy to use and update over time.
This post is part of a cluster posts series related to “Brand Strategy: The Practical Guide For Brand Owners.“
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
Brand guidelines, also known as brand standards or style guides, are a set of rules and standards that define how a brand should look, sound, and behave across all channels and mediums.
They are a comprehensive document that outlines the visual and verbal elements that make up a brand’s identity, including its logo, color palette, typography, imagery, tone of voice, and more.
Brand guidelines are important because they ensure consistency in how a brand presents itself, which helps to build recognition and trust among its audience.
They also help maintain a cohesive and unified brand image, which is essential for establishing a strong and enduring brand identity.
Enforcing the usage of brand guidelines can be achieved through several approaches.
By implementing these measures, organizations can effectively enforce the usage of brand guidelines and maintain a consistent and recognizable brand identity.
Brand guidelines play a vital role in content creation by providing a framework for how a brand should look and sound in all communications.
To use brand guidelines effectively, content creators should refer to the guidelines for rules on elements such as typography, color schemes, imagery, tone of voice, and messaging.
They should also ensure that any content they create aligns with the brand’s vision, values, and personality.
By using brand guidelines in content creation, organizations can ensure that all materials are consistent with the brand’s identity and messaging, which helps to build brand recognition and trust with the audience.
Developing a successful co-branding strategy involves several key steps, including:
Developing a successful co-branding strategy requires careful planning, clear communication, and a willingness to work collaboratively with your partner.
Creating guidelines for parent and child brands involves a similar approach to standard brand guidelines but with a few key differences.
If you love quotes from people who matter, here are a few about the incredible benefits of brand guidelines to any business of any size. These quotes have been handpicked because they have the advantages down pat.
"Brand guidelines are essential for ensuring that a brand's messaging, imagery, and visual identity are consistent across all channels and mediums. Consistency is key to building brand recognition and trust, and brand guidelines provide a clear framework for achieving this."
"Brand guidelines are critical to maintaining brand equity, which is the intangible value of a brand. Brand equity is built over time through consistent messaging and visual identity, and brand guidelines provide a blueprint for ensuring that this consistency is maintained."
Covering your brand story in your brand guidelines involves articulating the brand’s history, values, mission, and vision in a way that resonates with the target audience.
The brand story should be communicated clearly and concisely, using language and messaging aligned with the brand’s tone of voice and personality. The brand story should also highlight the brand’s unique attributes and selling points and how it provides value to the audience.
Additionally, the brand story should be supported by visual elements, such as images, graphics, and videos, that help to convey the brand’s personality and essence.
By including the brand story in the brand guidelines, organizations can ensure that all stakeholders clearly understand the brand’s identity and can create materials that align with the brand’s story and messaging.
When explaining your brand story, there are four key aspects to cover:
By covering these four aspects in your brand story, you can provide a comprehensive and compelling narrative that helps to establish a solid and enduring brand identity.
Skype (now owned by Microsoft) is a brand with style and a sense of humor. Its brand guidelines reflect this personality because the manual is hardly staid and businesslike. It is designed to be a manual that perfectly reflects the brand’s DNA.
Before you do anything else, you can download the whole Skype brand guidelines manual from here. Do that, even f I have culled some snapshots from it for you in the sections below.
Here are some examples of the cover page, the contents page, and the Skype brand story.
Notice how succinctly the brand story is told! It tells you just enough to give you a flavor of the brand’s attitude, its reason for existence, and the need to let the world know what it is and stands for.
To specify logo usage in the brand guidelines, it’s important to provide clear and detailed instructions on how the logo should be used across all materials and channels. This includes specifying the correct logo size, color, and placement and outlining any usage restrictions or guidelines.
Additionally, the guidelines should provide examples of incorrect logo usage and explain why these are unacceptable.
This helps to ensure that all stakeholders, including employees, partners, and vendors, understand how to use the logo correctly and consistently, which helps to build brand recognition and trust with the audience.
Finally, the guidelines should provide access to high-quality logo files and specify any licensing or attribution requirements for third-party logo use.
When explaining your logo usage in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your logo usage guidelines, you can ensure that all stakeholders understand how to use the logo correctly and consistently across all contexts and channels.
Here are more pages from the Skype brand guidelines manual that refer to logo usage. Notice how it shows you the correct logo usage for print and digital … and what is not right under any conditions.
To specify typography in the brand guidelines, it’s important to provide clear and detailed instructions on how typography should be used across all materials and channels. This includes specifying the correct fonts, font sizes, line heights, and spacing for headings, subheadings, body text, and other elements.
Additionally, the guidelines should specify any restrictions or guidelines for using typography in different contexts, such as print materials, digital assets, and signage.
The guidelines should also provide examples of correct and incorrect typography usage to ensure that all stakeholders, including employees, partners, and vendors, understand how to use typography consistently and effectively to convey the brand’s personality and messaging.
Finally, the guidelines should provide access to high-quality font files and specify any licensing or attribution requirements for third-party use of the typography.
When explaining your typography in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your typography guidelines, you can ensure that all stakeholders understand how to use typography consistently and effectively to convey the brand’s personality and messaging across all materials and channels.
In this snapshot from the Skype brand guidelines manual, see how it has explained what typefaces it prescribes for serious information versus the less formal “speech bubbles” often use as a unique design feature.
These “speech bubbles” represent consumers’ queries and voices, so Skype specifies that the speech bubbles and their typography should have a rough hand-drawn look.
To specify the color palette in the brand guidelines, it’s essential to provide clear and detailed instructions on the colors that should be used across all materials and channels. This includes specifying the primary and secondary colors and any accent colors, gradients, or patterns that should be used.
Additionally, the guidelines should provide color codes, such as RGB, CMYK, and HEX values, to ensure that the colors are used consistently across different platforms and media. The guidelines should also specify any color restrictions or guidelines for using the color palette in other contexts, such as print materials, digital assets, and signage.
The guidelines should provide examples of correct and incorrect color usage to ensure that all stakeholders, including employees, partners, and vendors, understand how to use the color palette consistently and effectively to convey the brand’s personality and messaging.
Finally, the guidelines should provide access to high-quality color swatches and specify any licensing or attribution requirements for third-party use of the colors.
When explaining your color palette in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your color palette guidelines, you can ensure that all stakeholders understand how to use colors consistently and effectively to convey the brand’s personality and message across all materials and channels.
In this snapshot below from the Skype brand guidelines manual, see how it has explained its color palette.
Notice the detailing of each color (with all its color codes) so that nobody can make a future usage error.
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
To specify imagery in the brand guidelines, it’s important to provide clear and detailed instructions on the types of images that should be used to support the brand’s messaging and visual identity. This includes specifying the style, tone, and subject matter of the images, as well as any specific image conventions or guidelines that should be followed to ensure consistency and alignment with the brand’s messaging.
Additionally, the guidelines should guide image composition, resolution, and size to ensure that images are visually appealing and of high quality across all materials and channels. The guidelines should also specify any restrictions or guidelines for using imagery in different contexts, such as print materials, digital assets, and signage.
The guidelines should provide examples of correct and incorrect imagery usage to ensure that all stakeholders, including employees, partners, and vendors, understand how to use imagery consistently and effectively to convey the brand’s personality and messaging.
Finally, the guidelines should specify any licensing or attribution requirements for third-party use of the imagery.
When explaining your imagery in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your imagery guidelines, you can ensure that all stakeholders understand how to use imagery consistently and effectively to convey the brand’s personality and message across all materials and channels.
This part of the Skype manual explains how the “speech bubbles” should not be used.
There’s a lot to see and learn from these snapshots here. Since the speech bubble is a distinctive part of Skype’s imagery, there is a detailed explanation about how it should only contain words and not pictures … because the varied secondary and tertiary colored speech bubbles are meant to carry customers’ comments.
The “Skype blue” speech bubble, on the other hand, is to be used for Skype’s answers.
To specify voice and tone in the brand guidelines, it’s important to provide clear and detailed instructions on how the brand’s personality and messaging should be communicated in written and spoken communications. This includes specifying the tone of voice, formal or informal, playful or serious, and the language style, such as technical or conversational.
Additionally, the guidelines should provide examples of correct and incorrect voice and tone usage to ensure that all stakeholders, including employees, partners, and vendors, understand how to communicate the brand’s personality and messaging consistently and effectively.
The guidelines should also specify any restrictions or guidelines for using voice and tone in different contexts, such as social media, email, or customer service communications.
Finally, the guidelines should guide how to adapt the voice and tone for different target audiences and cultures to ensure that the brand’s messaging is relevant and resonates with its audience.
When explaining your tone and voice in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your tone and voice guidelines, you can ensure that all stakeholders understand how to communicate the brand’s personality and messaging consistently and effectively across all materials and channels.
I love how Skype describes its rather down-to-earth dry humor and gentle wit that it considers its “tone of voice.” The manual says, “We’re like a present but without the ribbon.”
There is also an “allowed set of words versus a “not allowed set.” The difference is that the manual only allows “consumer lingo” and no industry jargon.
To specify visual and messaging consistency in the brand guidelines, it’s important to provide clear and detailed instructions on how the brand’s visual identity and messaging should be communicated consistently across all materials and channels. This includes specifying the correct usage of logos, typography, color palette, imagery, voice and tone, and other brand elements that contribute to the brand’s identity.
The guidelines should also provide examples of correct and incorrect usage of these elements to ensure that all stakeholders, including employees, partners, and vendors, understand how to create materials that align with the brand’s visual and messaging guidelines.
Additionally, the guidelines should guide how to adapt the visual identity and messaging for different contexts and platforms while maintaining consistency and alignment with the brand’s overall identity.
Finally, the guidelines should be regularly reviewed and updated to reflect changes or evolution in the brand’s identity and messaging.
When explaining the need for consistency in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your brand guidelines, you can ensure that all stakeholders understand the importance of consistency in creating a strong and enduring brand identity and messaging while allowing appropriate adaptation and flexibility.
The two snapshots below show where Skype draws its line on consistency. The second snapshot explains why there has to be consistency in general.
But the first snapshot shows occasions when partner logos have to be accommodated with the Skype logo, where some deviation from the norm is allowed, albeit with minimal use of consistency.
Some brands need to explain their legal considerations for their visual and messaging assets in the brand guidelines. Some others don’t. For example, if your brand has affiliates or influencers, you may want to warn them about the legal implications of wrong logo usage.
In cases where legal considerations are deemed necessary, there should be clear and detailed instructions on how the brand’s visual identity and messaging should be used in accordance with applicable laws and regulations. This includes specifying any legal restrictions or requirements for using the brand’s name, logos, and other intellectual property and any prerequisites for providing proper attribution and trademark notices.
The guidelines should also guide handling issues related to copyright infringement, defamation, and other legal issues that may arise in connection with the brand’s visual identity and messaging.
Additionally, the guidelines should provide instructions on handling legal inquiries or disputes related to the brand’s intellectual property and how to escalate such issues to the appropriate legal authorities. By providing precise and detailed guidance on legal considerations in the brand guidelines, you can ensure that all stakeholders understand their legal obligations and responsibilities when using the brand’s visual identity and messaging.
When explaining the need for legal considerations in your brand guidelines, there are four key aspects to cover:
By covering these four aspects in your brand guidelines, you can ensure that all stakeholders understand the legal considerations and requirements for using the brand’s visual identity and messaging and can take appropriate action to protect the brand’s intellectual property rights.
Skype does not have a legal guidelines page in its brand manual.
But if you’d like to add a page on legalities in your brand manual, here’s a quick checklist of what to remember to include.
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
Some of the most commonly asked questions on brand guidelines manuals are listed below … with their quick answers. These are good extra angles from which to understand and create your brand guidelines.
The frequency of updates to brand guidelines depends on the brand’s goals, objectives, and any changes or evolution in its identity and messaging. However, as a general guideline, it’s recommended that brand guidelines be reviewed and updated at least once a year or whenever there are significant changes to the brand’s visual identity, messaging, or target audience. Additionally, any changes in market trends, industry standards, or legal and regulatory requirements may also necessitate updates to the brand guidelines.
Public brand guidelines can benefit organizations that want to communicate their brand identity and messaging to a broader audience, such as customers, partners, or investors. General guidelines can also help to create a sense of transparency and accountability. However, private guidelines can be beneficial for organizations that want to maintain control over their brand identity and messaging and ensure that only authorized stakeholders have access to the guidelines.
To include feedback in brand guidelines, it’s essential to gather feedback from all relevant stakeholders, including employees, partners, and customers, and to review the policies regularly to ensure that they reflect any changes or evolution in the brand’s identity and messaging. Additionally, it’s essential to communicate any changes or updates to the guidelines to all stakeholders and provide guidance on implementing them effectively.
The effectiveness of brand guidelines can be measured in several ways, including the consistency and coherence of the brand’s visual identity and messaging across all materials and channels, the level of brand recognition and awareness among the target audience, and the ability of the brand to differentiate itself from competitors and build strong emotional connections with its audience. Other metrics that can be used to measure the effectiveness of brand guidelines include brand loyalty, customer engagement, and revenue growth.
Being too restrictive can stifle creativity while being too vague can lead to inconsistent usage of the brand’s visual identity and messaging. Ignoring audience needs can result in poor engagement and brand recognition. Not updating the guidelines regularly can lead to outdated guidance that no longer aligns with the brand’s goals and values. Not involving stakeholders can result in a lack of buy-in and understanding of the guidelines, leading to inconsistent and ineffective usage of the brand’s visual identity and messaging.
1. A comprehensive brand guidelines manual is crucial for maintaining consistency and building recognition. It helps ensure brand communications remain on message and visually cohesive as a reference tool for creating and distributing brand materials.
2. A brand guidelines manual sets clear guidelines for presenting the brand across different channels and building customer trust and credibility. It avoids inconsistencies and confusion that arise when different teams approach branding differently.
3. This blog post covers essential elements for a brand guidelines manual, such as guidelines for logo usage, typography, color palette, and voice and tone. It offers practical tips for creating an easy-to-use and updatable manual.
Branding and content marketing are tough because they require a deep understanding of the target audience, a commitment to delivering high-quality content consistently, and ongoing optimization to remain effective. This is where an expert hand can be invaluable.
With cutting-edge knowledge of the latest industry trends and best practices, an expert can help provide the guidance and support needed to achieve the desired results.
"I am committed to elevating my clients' branding and content marketing to a dominant position because I believe that a strong and distinctive brand identity, coupled with high-quality content, can be a game-changer for businesses. I've done it over and over for 40+ years and 125+ clients."
Give yourself truly big benefits.
Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.
Get a free download of my 93-page eBook “BRANDSPEAK” … it’s a complete guide on how to know your brand and make it speak.
Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.
CONTENT STRATEGY | WEBSITE COPYWRITING | BLOGGING | SOCIAL MEDIA CONTENT | EMAIL MARKETING | PODCASTS | VIDEOS | EBOOKS | COURSES | SLIDE DECKS | WHITEPAPERS | PRESS RELEASES | VISUAL CONTENT | MOBILE CONTENT | ECOMMERCE | CASE STUDIES | SEO | ADVERTISING | CONTENT & TECHNOLOGY | OUTSOURCING
BRAND STRATEGY | BRAND IDENTITY | BRAND POSITIONING | BRAND TARGETING| BRAND EXPERIENCE | BRAND LEADERSHIP | BRAND BUILDING | BRAND LOYALTY | BRAND VOICE | BRAND SUSTAINABILITY | BRAND DNA | REBRANDING | BRANDED CONTENT | BRAND MANAGEMENT | PERSONAL BRANDS | PRODUCT BRANDS | SERVICE BRANDS | COMPANY BRANDS | PURPOSE BRANDS | C-SUITE BRANDS
COPYRIGHT © 2022. SHOBHAPONNAPPA.COM. ALL RIGHTS RESERVED.
Give yourself truly big benefits.
Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.
Get a free download of my 93-page eBook “BRANDSPEAK” … on how to deploy content marketing for total brand domination.
Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.
