Brand Guidelines/ Brand Manual/ Brand Book

They are one and the same

There’s a lot more to brand guidelines than just logo usage. This one-stop guide takes you through some of the key elements, what they signify and why each of them matter. Read on for a crash course in establishing brand identity.

What are brand guidelines?

A set of instructions that capture what your brand stands for and how it should communicate. They cover your brand strategy and identity.

Why they matter

Ensure consistency for better brand recognition
Create perceived value as customers find your brand reliable
Make it easier for readers/viewers to consume your content

Here are 7 essential elements of a brand manual

But not limited to these

Brand story
Brand voice
Logo and logo usage
Typography

Colors
Imagery
Design templates

Brand story
Brand voice
Logo and logo usage
Typography
Colors
Imagery
Design templates

What are the parts to your brand’s visual identity?

Logo and logo usage

Reversed, single color, and other variations
Minimum size and proportions
Clear space around the logo
Dos and don’ts
Responsive logo for mobile view

Colors

Primary colors
Secondary colors
Hex codes for web
CMYK for print

Typography

Fonts for headlines, sub-heads, and paragraphs
Font sizes, spacing, and alignment

Imagery

Guidelines for photography, illustrations, and icons
Examples of images that perform well
Mood board on feelings the brand should evoke

Design templates

Examples and references for ads, marketing collaterals, stationery, print and digital publications

How do you craft your brand story?

Mission and vision: Why your brand exists, where you aim to be in future, and how you plan to get there
Brand positioning: What your brand offers as unique benefits to your customers
Core values: What matters the most to your business
Audience personas: Who you’re trying to attract as potential customers

What should you include in brand voice and messaging?

Be clear on what and how your brand should communicate
Examples of use cases – social media ads, emails, and press releases
Tone of voice and preferred word choices
Dos and don’ts

What are some best practices with respect to brand guidelines?

Keep it simple and easy to understand
Include a separate section on web style guide
Update regularly and share with all stakeholders
Create an abridged one-page version for quick reference

Consistent brand presentation across all platforms increases revenue by up to 23%

Source: Lucidpress (The state of brand consistency)

There are corporate brand examples of global companies that have built a strong brand. It's up to you now to ensure your brand guidelines are an accurate representation of your brand, and followed in all communications.

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