How to build a brand style guide


Brand identity is a huge part of your business’ public image. Big or small, every brand needs a set of guidelines and rules surrounding their brand identity, which helps establish and present the voice and personality of a business. Your brand identity is what the public, especially your customers, see at every touch point with your business, so it needs to be recognisable and consistent.

Having clear guidelines will let your team know how to correctly communicate your brand’s visual identity, from logo usage, typefaces, tone of voice and the brand’s colour palette.

Some key areas to focus on are:

Your Logo

Because your logo is your brand’s main identifier, it’s crucial that your logo maintains integrity across all platforms and mediums. This includes placement, white space surrounding it, acceptable alterations, minimum size and colours.


A brand’s style guide must include a defined colour palette – this can be one of the most important aspects to your guide. It should outline each colour, with name and colour number (in CMYK, RGB and HEX formats), and how and where they are to be used. This is not only logo colours but also for text and  design elements for your website,print materials and more.

Typography and fonts

Typography can set the tone of voice for a brand and goes a long way in visually expressing a brand’s values and message. Your brand style guide should include a definitive outline of which fonts are used for your brand, both in print and digital. This includes defining how each is used, for example for headings, standard text and more, where they are used and the size and colours allowed.


This section includes how your images be will gathered, put together, edited and displayed. It should also detail information about whether you use photographs, illustrations or other types, or a mix, and when and how each type of graphic should be displayed.

Tone of voice

Your brand’s tone of voice is an expression of your brand’s personality. Your guide should specify what is and isn’t acceptable language so that your brand’s image remains consistent. Describe and give examples of your language approach and style. Is it relaxed and cheeky, or more corporate? This applied to areas such as your website, blog posts, social media, brochures – anywhere that you are speaking to your customer, and helps them associate with your message.

Use your brand’s style guide as a starting point for all of your communications to build a unified presence for your brand. Include examples and keep the rules direct and simple. This will ensure that anyone using the guide will have a clear understanding on how your brand is to be presented.

Talk to us today to build a consistent brand identity.