We’ve been talking about branding in the past few articles, but how do we know what style of brand that we would hold before moving to the branding step? Here is where we need a brand style guide.
What is a brand style guide?
A brand style guide is a document that defines the presentation of your brand to the rest of the world. It goes into detail about what a brand looks, sounds, and feels like. Its purpose is to maintain your brand’s consistency, relevance, and authenticity across different platforms and media. Before you launch into the details of the guide, you need to get clarity on these five components:
- Vision
- Mission
- Core values
- Brand personality
- Target audience
5 Elements of a Brand Style Guide
After you clarify what your company stands for, you should build your brand style guide with these five major elements.
(1) Brand story
The brand story conveys the heart of your brand. You can use all of the critical components above if you so desire. You don’t have to include it all in the public sphere, but enough information should be within your company brand style guide for all who will use it as a material reference point.
(2) Logo
The appearance of your logo across different platforms are crucial, it could get distorted and look weird without a guide. Make sure to include all of the approved versions of your logo and define which one gets used where. Remember to include these information in the guide:
· Size – Specific proportions and minimum size of logo
· Colors – Display variations and when to use them
· Space – Give direct instructions if the logo needs a certain amount of white space around
(3) Color palette
Simplicity and authenticity should be the primary focus when it comes to choosing your palette. Most brands will select four or fewer main colors, and it is important not to stray far with the hues. Remember to keep your color palette consistent goes a long way in defining your brand identity. Be mindful of your color choices and stay true to your mission and values. Colors play a significant role in branding and purchasing.
(4) Imagery
A brand style guide should contain a directive about imagery. Make sure that the pictures are in tune with how you want to communicate with your audience. It might take some industry research if you don’t have images that performed well yet. Consider the emotions you want your audience to feel when you post an image on social media or use it on your site.
(5) Voice
Authenticity is incredibly important when it comes to the language you use in your marketing communications. It tells your audience who you are, at the same time building connections and making people feel different emotions. List specific adjectives that represent your products and services genuinely and dynamically. Bring your brand messaging to the forefront in this section and make a list of words you don’t like too.
Conclusion
With a comprehensive brand style guide, you will have a strong reference point to represent your brand and grow your business.
Don’t hesitate to take advantage of expert resources for building your own brand style guide. ShangHai, equipped with a team of professional branding consultants, is ready to help you. Contact us now