What is a branding style guide and do I really need one?
‘What is a branding style guide and do I need one?’ is a regular question my prospective small business clients ask me. It is usually prompted by the inclusion of one in my quotations for branding projects and logo/visual identity design jobs. My clients want to know there is value in it.
So here are my answers to these questions.
What is a branding style guide?
Branding comprises four key elements – positioning, personality, identity and voice. Positioning and personality are brought to life through brand identity and brand voice. A branding style guide documents your positioning and personality, and details all the elements of visual style and voice.
If I am only working on the visual identity for my clients, then I provide them with brand identity guidelines. Where I am working on the broader branding, I incorporate elements of brand voice too.
Your branding style guide is a living document, evolving and changing with your business. It should be reviewed and updated as you refine and refresh your branding.
Brand identity
Brand identity guidelines (also called visual identity guidelines or visual style guide) detail the visual elements of a brand, and can include:
logo/s and icons and where and how to use them
colours and specifications for different colour formats (PMS, CMYK, RBG, websafe)
typefaces
graphics and symbols
style of photos and imagery
examples of branded collateral designs.
Brand voice
Brand voice includes the following elements:
writing tone and style
tagline
key messages
vocabulary – words and phrases you prefer to use or not use
editorial style – writing choices such as capitalisation, abbreviations and acronyms, how dates and numbers are written, and spelling preferences.
The Australian Government style manual is a great resource to help write clear and consistent content – even if you’re not writing for the Government! The style rules and conventions section can help you to determine your editorial style.
Do I really need a branding style guide?
Absolutely. A branding style guide is essential to ensuring a strong and consistent brand. And a strong and consistent brand is crucial to developing a thriving business that stands out in the crowd and appears professional, trustworthy and legitimate.
Having all elements of your branding documented provides a useful reference to help you enforce brand standards. You can use it yourself, for employees, or when outsourcing to graphic designers, web designers, printers, writers and others who create branded materials and content for your business.
If you are ready to define and document your branding, get in touch with me to discuss your needs.
