Why Brand Styleguides Matter and How to Create Them

Brand styleguides or guidelines are a set of rules and standards that define how a brand communicates its identity and values to the world and employees. They cover aspects such as

The appropriate use of the logos,
Color palate to be used in the visuals, website, social profiles etc.
Typography or the fonts that should be used.
The kind of Imagery that is allowed to be used on Websites, Blog Posts, Newsletters, social media profiles etc.
The Voice and tone of the brand that needs to be used consistently across all the communications.
Use of Emojis – what’s allowed and what’s not. How many can be used. Based on your Brands characteristics.

Importance of Brand Styleguides

Brand guidelines are important for several reasons. They help to:

Build brand recognition and awareness. Being consistent in the usage of Branding Elements helps make the brand easily identifiable and memorable
Establish brand credibility and trust.
Foster brand loyalty and advocacy by creating a strong emotional connection with the audience
Streamline brand management and collaboration by providing clear instructions and expectations for internal and external stakeholders.

How to create an effective Brand Styleguide

Define your brand vision, mission, values, and personality. These are the core elements that shape your brand identity and message. They should reflect what your brand stands for, what it does, and how it wants to be perceived.
Establish your brand visuals, such as your logo, color palette, typography, and other graphic elements. These are the visual expressions of your brand identity and message. They should be consistent, distinctive, and appealing to your target audience.
Determine your brand voice archetype and tone. They should match your brand personality and convey the right emotion to your audience.
Document your brand guidelines in a clear and comprehensive way. Include examples, dos and don’ts, and best practices for using your brand assets and resources. You should also update your brand guidelines regularly to keep them relevant and fresh.

Three Examples of Brand Styleguides

To illustrate how brand guidelines work in practice, let’s look at some examples from famous brands:

Starbucks:

Starbucks Creative Expression

Starbucks is a global coffee company that aims to inspire and nurture the human spirit. Its brand guidelines reflect its values of warmth, community, and craftsmanship. The brand uses a simple and elegant logo that features a stylized siren, a symbol of its heritage and passion. The brand also uses a monochromatic color scheme that evokes sophistication and elegance, and a sans serif font that conveys simplicity and accessibility. The brand’s imagery showcases its diverse and high-quality products, as well as its social and environmental initiatives. The brand takes a friendly, inviting and conversational tone.

Uber:

Download the guideline here Uber | PDF document | Branding Style Guides

Uber is a technology platform that connects people with various transportation options. Its brand guidelines reflect its vision of making mobility accessible and reliable for everyone. The brand uses a dynamic and flexible logo that adapts to different contexts and markets, representing its diversity and innovation. The brand also uses a vibrant and diverse color palette that expresses its energy and optimism, and a custom typeface that balances legibility and personality. The brand’s imagery showcases its range of services and features, as well as its impact on communities and cities. The brand’s voice and tone are confident, helpful, and respectful, reflecting its values of safety, quality, and convenience2.

Mailchimp:

Mailchimp is a marketing platform that helps small businesses grow and succeed. Its brand guidelines reflect its personality of being fun, creative, and approachable. The brand uses a playful and iconic logo that features a smiling chimpanzee, a mascot that embodies its humor and charm. The brand also uses custom typeface that blends functionality and flair. The imagery used showcases its diverse and quirky illustrations, animations, and photography, which add a human touch and a sense of wonder to its brand. The brand’s voice and tone are friendly, witty, and informal, reflecting its mission to empower and inspire its customers

Reference:

Create Brand Guidelines Online (How-tos, Templates, Tips) | Canva

16 Great Examples of Brand Guidelines (2024) (oberlo.com)

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