What is a Brand Style Guide?

A Brand Style Guide is a document that outlines the visual and verbal identity of a brand. Your Brand Style Guide includes guidelines for the use of the brand’s logo, typography, color palette, imagery, tone of voice, and other elements that contribute to the overall look and feel of the brand.

A Brand Style Guide is used to maintain consistency across all communications and marketing materials, both online and offline. It helps to ensure that the brand is presented in a consistent and cohesive manner, which can help to build trust and credibility with customers.

Brand Image

What is a Brand Image?

A brand image refers to the overall perception or impression that consumers have of a brand. It encompasses a wide range of elements, including the brand’s reputation, products or services, advertising, packaging, and customer service.

A brand’s image can be positive, negative, or neutral and it can change over time depending on the actions and communications of the company. The brand image is what differentiates a brand from its competitors and it is an important factor in building brand loyalty and customer trust.

It’s often communicated through visual elements like logo, typography, color palette, and imagery, and also through messaging, tone of voice, and the type of customer service provided.

What goes into a brand style guide?

A Brand Style Guide typically includes the following elements:

  1. Brand Mission and Values: This section provides an overview of the brand’s purpose and values, which can help to guide all communications and marketing efforts.

  2. Logo Guidelines: This section includes guidelines for the use of the brand’s logo, including approved color variations, minimum size requirements, and prohibited uses.

  3. Typography and Font Guidelines: This section specifies the brand’s primary and secondary typefaces, along with guidelines for their use.

  4. Color Palette: This section includes the brand’s primary and secondary colors, along with their hex or RGB values.

  5. Image Guidelines: This section includes guidelines for the use of photography and illustration in brand communications, including approved styles and subject matter.

  6. Tone of Voice: This section outlines the brand’s personality and the type of language and messaging that should be used in all communications.

  7. Social Media: This section include guidelines for the brand’s social media platforms, the tone of voice and the type of content that should be shared.

  8. Templates: This section includes templates for business cards, letterheads, brochures and other materials that can be used to create consistent and cohesive branding.

  9. Branding Restriction: This section includes guidelines for the restriction of the use of branding, such as the use of brand assets by third parties.

  10. Brand Evolution: This section includes how the brand should adapt and evolve over time, with consideration to new technologies, trends, and audience changes.

The specific elements included in a Brand Style Guide can vary depending on the needs of the brand, but it should be a comprehensive document that can be used as a reference for anyone creating or managing brand communications.

Brand Style Guideline Example

Below is an example of a style guide made for Tyrell Garden & Nursery.  

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(image source: Balck Pack)