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.