A brand style guide is more than just a collection of fonts, colours, and logos. It’s the roadmap that leads every piece of your brand’s communication, ensuring consistency across different platforms, media, and teams. An effective style guide is the cornerstone of a strong brand identity, guiding your brand’s voice and visual representation while leaving room for creativity and evolution.

Consider, for instance, the brand style guides of Mailchimp and Shopify. These aren’t just sets of rules or constraints; they are comprehensive narratives that tell the brand’s story.

Mailchimp’s style guide is renowned for its perfect blend of clarity, detail, and brand personality. It outlines the brand’s tone of voice, typographical choices, colour palette, and even provides specific examples of do’s and don’ts. It’s not just an instruction manual; it’s a reflection of Mailchimp’s quirky and friendly brand personality.

Shopify’s guide, on the other hand, strikes an exquisite balance between aesthetics and functionality. It delves into the details of the brand’s visual elements, typography, and even provides guidance for writing product copy. It’s a testament to Shopify’s commitment to providing user-friendly and aesthetically pleasing e-commerce solutions.

So, how do you create a brand style guide that informs, inspires, and tells your brand’s story? Here are some best practices:

Understand Your Brand: The first step in creating a brand style guide is understanding your brand’s mission, vision, and values. What does your brand stand for? Who is your target audience? What is your unique selling proposition? Answering these questions will provide the foundation for your brand’s visual and verbal identity.

Define Your Brand’s Visual Elements: This includes your brand’s logo, colour palette, typography, and imagery. Be specific about when and how to use these elements. Provide clear examples and guidelines to ensure consistency.

Establish Your Brand’s Voice and Tone: Your brand’s voice is its personality, and its tone is how it communicates in different contexts. Is your brand voice professional, friendly, or playful? How should it adapt to different situations? Outline these in your style guide.

Include Practical Examples: Don’t just tell; show. Include real-life examples of how to apply your brand’s style in various contexts. Mailchimp’s style guide, for instance, showcases specific examples of how to use (and not to use) their logo, typography, and colour palette.

Keep It Flexible: A brand style guide should be a living document that can evolve with your brand. Allow for flexibility and updates as your brand grows and adapts to new trends or market changes.

Creating a brand style guide is an investment in your brand’s future. It ensures consistency, aids in decision-making, and sets the foundation for all your brand’s communication efforts. Above all, it tells the story of your brand – a story that is uniquely yours.
Share your brand’s story here…we’ve love to hear!