What Is a Brand Book or Style Guide?

Your brand book or style guide is a written account of everything to do with your brand. It is a complete chapter and verse rule book for all the third parties and suppliers that deal with your brand. It sets out everything from your preferred typeface and the code of your color scheme, to answering the journalistic questions of who, what, where, when, why, and how. Over and above those questions, a great brand book or style guide should include something about the personality of your brand and how it sees itself. That’s why it is important to set out your brand’s values, vision, and mission which are a reflection of your company.

What Is a Brand Book or Style Guide?

Brand consistency and continuity

Brand marketing takes place across a plethora of physical, digital, and social media and messaging platforms. Therefore, it is imperative that regardless of however many people work on your brand, it must be consistent across all platforms in terms of look, feel, and also in message.

The message is a reflection of your values, vision, and mission. Ideally, this should be repeated at every opportunity. That message should seldom change, if ever. Over time, consumers should be able to recall your message and what your brand stands for simply by seeing your logo. A logo should be a symbol of integrity and quality. Ultimately your logo is something that consumers aspire to own when they aspire to own your product. They want to wear or use your product as they are proud to be associated with it, as they see it as a reflection and extension of themselves.

Brand style guide Elements 101

There is no definitive scope as to the size and length of a style guide. The overriding concept is that it should be definitive. It should clearly spell out everything you need people to know to avoid misunderstandings and miscommunication. If you are just starting out creating a brand book, there are templates available online to guide you. This will help as you set out to document your brand tone of voice, target audience, branding guidelines, brand identity, design elements, and visual language.

Below are some of the things you may want to include.

Brand History/Introduction

Write a synopsis of where you have been and how you got started. This will lend credence to where you are going so that those working with you can understand and buy into your trajectory.

Logo

Explain the symbolism of your logo design, if there is any. Articulate not just how it was created, but what it reflects or stands for. It must be unique in terms of look and feel. Keep it simple.

Color Palette

Specify a product or brand, color name and a color code to avoid any confusion about the name of colors and the hue. Colors can look different in different light settings.

Typeface and Font Size

As with your color palette, be absolutely specific, right down to the size of the writing in the general content, as well as bylines, headings, and product labels. Choose a simple yet stylish font that is easy for customers to read unless you are aiming for ye old English or classic sophistication, which can be tiresome to follow. Also, be sure to specify your spacing and layout requirements once you have decided on them.

Writing Tone

The tone of your content should be welcoming and warm. Don’t be afraid to write in the first person or use “you “and “your” to personalize the writing for the reader. The goal is to make them feel as if you are speaking directly to them so that they feel included by the brand.

Thou shalt not

Just as the Bible sets out the commandments, it is important to express what you definitely don’t want to be done or said with your brand. This includes what it can and cannot be used for or associated with.

Use Examples

It is perfectly acceptable to draw on other brands including their logos, colors, and content to help to explain what you want, what you like, and what you don’t like. Do not though associate your brand with another unless you receive permission. Emulating a successful brand is not the same as copying a brand.

Additional Reading: How Do Brands Become Iconic? – American Marketing Association (AMA)

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