Brand Guidelines: what are they and do you need them for your business?
say goodbye to guesswork“With so many moving parts, it can be difficult to know how to bring everything together when applying your brand in the real world. That's where brand guidelines come in.”
At the risk of sounding like a broken record – branding is more than just a logo.
Any successful brand is made up of a myriad of different elements, all working together to create a consistent and memorable experience for your audience. Your logo is just one piece of the puzzle.
Colours, typography, imagery, icons, brand strategy, tone of voice and other visual elements all play an important role in shaping how your business is perceived.
With so many moving parts, it can be difficult to know how to bring everything together when applying your brand in the real world. Whether you're launching a website, designing a flyer, creating social media content or briefing a new team member – consistency can quickly become a challenge (and it’s often where you’re likely to fall apart).
That's where brand guidelines come in.
What are Brand Guidelines?
Brand guidelines are a branded document that provide the guardrails for your brand by outlining how your branding should be used and applied to ensure consistency across every touchpoint.
The level of detail can vary significantly, from a simple one-page brand board through to a comprehensive brand guidelines document spanning dozens of pages.
No matter the format, the purpose remains the same – helping you apply your brand as it was intended so you can build recognition, trust and consistency over time, and every time.
Types of Brand Guidelines
There are a few different types of brand guidelines, but the two most common are a Brand Board and a Full Brand Guidelines Document.
Brand BoardA brand board (sometimes called a brand cheat sheet) is a high-level overview of your visual identity.
It typically includes:
Logo variations
Brand colour palette and colour codes
Typography recommendations for headings and body copy
Sample imagery or visual inspiration aligned with the brand direction
It’s a great option for freelancers, creatives, small businesses and project managers who want a clear visual reference but are on a tighter budget, or simply don’t need the additional level of detail on strategy and application parameters.
Think of it as a toolkit that tells you what elements make up your brand, but not necessarily how to use them in every situation.
While it doesn't provide extensive guidance on application, it does give you the essentials needed to maintain consistency and confidently use your brand assets across basic applications.
I include tailored Brand Boards in both my Brand Sprint and Signature Brand packages, and in my opinion, every branding project should include this kind of brand guide at a minimum.
If you’re paying a brand designer who isn’t providing one, that’s probably a 🚩red flag🚩.
Brand Guidelines DocumentA full brand guidelines document takes things much further than a brand board can.
These documents can range anywhere from 10 pages to well over 100, depending on the complexity of the business and the number of people responsible for managing the brand, and will typically include:
Brand StrategyBrand personality
Tone of voice
Positioning and messaging foundations
LogosLogo variations
Clear space requirements
Minimum sizing recommendations
Incorrect logo usage examples
ColoursColour codes across print and digital formats
Colour tints and variations
Recommended colour combinations
TypographyHeading, body and accent fonts
Font weights
Tracking and spacing recommendations
Iconography & Brand ElementsCustom icons
Graphic devices
Supporting visual elements and their applications
ImageryRecommended photography style
Image treatment and art direction guidance
ApplicationsReal-world examples of the brand in action
Mock-ups relevant to your industry, audience and marketing channels
For small to medium-sized businesses, a standard brand guidelines document often provides more than enough detail to keep everyone aligned.
Larger organisations, franchises, not-for-profits and businesses operating across multiple locations may require a much more detailed set of guidelines to ensure consistency across large teams and multiple suppliers or stakeholders.
A detailed Brand Guidelines document is included in my Legacy Brand package and is highly tailored to the specific needs of your business and team.
Do you actually need Brand Guidelines?
The short answer is yes.
At a minimum, every business should receive a brand board or cheat sheet alongside their logo and brand assets. After all, you're investing in branding – not just a logo design.
So the question isn't really whether you need brand guidelines, but rather which type is right for your business.
A Brand Board is usually enough For:Freelancers, consultants and solopreneurs
Artists, photographers and creatives
Cafés and restaurants
Local service providers and retail businesses
Small businesses with teams fewer than 10 people
A Full Brand Guidelines Document May Be better For:Growing small-to-medium businesses
Franchises
Not-for-profit organisations
Larger corporations
E-commerce and product-based brands with complex print or packaging requirements
Businesses with teams of 10+ people
Organisations with multiple suppliers managing the brand
The more you know
There isn't a one-size-fits-all approach to brand guidelines. The type of guide that's right for you will depend on the size and operation of your business, the complexity of your brand and the number of people responsible for applying it.
What I do believe, is that every brand deserves some form of help in the form of a brand guide.
A logo on its own isn't enough to build a strong, consistent brand (more on that over here). Whether it's a simple brand board or a comprehensive brand guidelines document, having clear direction helps ensure your brand shows up consistently, professionally and with purpose wherever it appears.
The type of brand guide you’ll receive is usually dictated by the branding package in invest in, but if you’d like to learn more about what package might be right for you, head over here to compare my branding packages and inclusions, or book in a free consultation with me here.
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There are so many elements that combine to make a successful brand, but how do you best piece them all together? Brand guides are the answer – find out what they are and if your business needs one.