Elements of a supportive brand guide
It makes sense that a brand isn’t just a logo or a catchy tagline, right? Some people might stop there – pencils down, waiting for the phone to ring and the followers to ping. But we believe a brand encompasses the heart and soul of your business.
And because it covers so much, Burtch Designs specializes in creating brand guides that you can keep going back to guide every decision and touchpoint, from social media posts to business cards.
So, what does a good brand guide entail?
Brand Overview
Before diving into the visual elements, it’s crucial to define the foundation. This section of your brand guide should clearly outline your brand’s mission (why you exist), vision (what you aspire to achieve) and core values (the principles that guide your business). This is the heart of your brand—what drives you and sets you apart.
Logo Guidelines
Your logo is the face of your brand, and it needs to be treated with care. A good brand guide includes detailed instructions on how your logo should be used. This covers everything from spacing and sizing to acceptable color variations and prohibited alterations. The goal is to ensure your logo is always presented consistently.
Color Palette
Color is a powerful tool that evokes emotions and conveys messages without words. Your brand guide should include a defined color palette that reflects your brand’s personality. This typically includes primary colors and secondary colors that can be used to complement and support the primary hues.
Typography
Fonts are more than just letters on a page—they’re an extension of your brand’s voice and should be used consistently. Your brand guide should specify the fonts you’ll use for headings, body text—really, any text. It’s important to choose fonts that align with your brand’s personality—whether it’s a clean and modern sans-serif for a tech company or an elegant serif for a luxury brand.
Imagery & Iconography
The images and icons you use play a significant role in shaping your brand’s identity. Your brand guide should provide guidelines for the style of imagery that best represents your brand—whether it’s bright and vibrant, minimalistic and clean, or something else entirely. This section might also include guidance on icon usage (especially to make sure all visual elements work together).
Tone of Voice
Your brand’s tone of voice is how you communicate with your audience. It’s the personality behind your words—whether that’s friendly and approachable, professional and authoritative, or quirky and fun. Your brand guide should outline any key phrases and any dos and don’ts to ensure your messaging is consistent across all channels, from social media posts to customer service emails.
Bring it all to life
Finally, a good brand guide should show your brand in action. Include examples of how your brand elements should be applied across different mediums—business cards, websites, social media profiles, packaging and more. This not only inspires but also ensures that everyone using your brand elements knows exactly how to do it correctly.
A well-crafted brand empowers you and your team to create consistent, on-brand materials, ensuring that every touchpoint reinforces your brand’s identity. Whether you’re launching a new brand or refining an existing one, a comprehensive brand guide is essential for long-term success.
