Brand guidelines are a tool used to define and maintain the integrity of the look and feel of your brand. They contain the rules and standards used to create anything and everything your brand touches.
Brand guidelines support you and your team. You aren’t relying on just one person to know everything. It’s all written down. If your trusted designer moves onto a new job, you aren’t stuck scrambling to figure out your fonts and hex codes. It’s important to note that brand guidelines aren’t just used by designers. They are also used by marketing teams, copywriters, web developers, and many others. As your business grows, more people become involved. Brand guidelines help new hires and contractors quickly get up to speed.
Your whole team will work faster and more efficiently with all the important details in one document. Brand guidelines ensure consistency and accuracy across all materials created within your business. And they help avoid personal preferences that might not resonate with your target audience.
Brand guidelines help you connect with your audience. Consumers respond to consistency because repetition drives recognition. Consistency makes your brand appear more professional and trustworthy which in turn increases brand retention and customer loyalty.
At their simplest, brand guidelines should contain the standards for your visual identity.
More thorough guidelines may contain:
Your brand guidelines can include anything you want. Feel free to include any information you or your team find helpful such as social media content pillars or the marketing team’s contact info. And don’t worry, if you’ve previously created your brand, it’s never too late to create your guidelines.
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