Your brand is more than your logo — it’s the look, feel, and voice of your business. It’s how people recognize you instantly and how you communicate your values visually and verbally.
But without guidelines, even the best-designed brand can become inconsistent. That’s where a brand guide comes in.
You don’t need a 100-page corporate manual. A simple, focused brand guide can help you (and anyone you hire) stay consistent — whether you’re designing social media posts, updating your website, or creating a proposal.
In this article, you’ll learn how to create a brand guide that’s simple, professional, and ready to support your business growth.
What Is a Brand Guide?
A brand guide (also called a brand style guide) is a document that outlines the visual and tonal elements of your brand and explains how to use them.
It ensures your branding stays consistent across:
- Website and blog
- Social media
- Emails and newsletters
- Printed materials
- Client documents and proposals
Consistency builds trust. Trust builds sales.
Step 1: Start With Your Brand Overview
Begin with the core identity of your business.
Include:
- Your brand name
- A one-line description (your positioning or mission)
- Your target audience
- Your brand personality (e.g. bold, friendly, minimal, playful)
This section reminds you who you are and who you’re for.
Step 2: Define Your Logo Usage
Include:
- Your primary logo
- Any alternate versions (stacked, icon-only, black & white)
- Clear space guidelines (how much space around the logo)
- Incorrect usage (e.g. “Don’t stretch the logo”)
Add visuals for each. If you’ve hired a designer, ask for these files up front.
Step 3: Choose Your Brand Colors
Select a color palette of 3–5 colors.
Include:
- HEX codes (for digital)
- RGB values (optional)
- CMYK (for print, if needed)
Define:
- Primary color (dominant brand color)
- Secondary colors (for accents or contrast)
- Neutrals (for backgrounds, text)
Tip: Show color swatches side by side for easy reference.
Step 4: Specify Your Typography
List your brand fonts:
- Heading font (used in titles)
- Body font (used for paragraphs or descriptions)
- Accent font (optional — for highlights or quotes)
Include:
- Font names
- Where to find/download them (Google Fonts, Adobe Fonts, etc.)
- Usage examples
Keep it simple. 2–3 fonts max is ideal for small businesses.
Step 5: Clarify Image and Graphic Style
What types of visuals feel “on brand”?
Define:
- Image tone (bright, moody, natural, professional, playful)
- Preferred subjects (people, flat lays, workspaces, etc.)
- Do’s and don’ts (stock photo styles to avoid)
- Filters or presets (if used)
This helps you (or your team) choose visuals that match your brand’s feel.
Step 6: Define Your Brand Voice (Optional but Powerful)
If your brand has a strong verbal identity, include guidelines for tone and language.
Consider:
- Tone of voice (e.g. friendly, expert, casual, bold)
- Writing do’s and don’ts (e.g. contractions, emojis, formality)
- Words or phrases you often use
- Common messaging (how you describe your service or product)
This is especially helpful when outsourcing copywriting or social content.
Step 7: Put It All Together in a Simple Document
You can build your brand guide using:
- Canva (choose “Brand Guidelines” templates)
- Google Docs or Slides
- Notion
- Adobe InDesign or Illustrator (if more advanced)
Keep it visual, organized, and easy to update. Include examples when possible.
Aim for 5–10 pages max — just enough to guide your work and keep things aligned.
Step 8: Use Your Brand Guide Daily
A brand guide is only useful if it’s used regularly.
Apply it to:
- Social post templates
- Email design
- Website updates
- Client documents
- Presentation decks
And whenever you bring on a freelancer or VA, send them the guide as part of your onboarding.
Final Thought: Simplicity Builds Professionalism
You don’t need a complex document to have a professional brand — you just need clarity and consistency.
A simple brand guide helps you stay true to your identity, streamline your content, and build trust with every touchpoint.
So take a few hours to build it — and use it every day. Because strong brands aren’t improvised — they’re intentional.