What Are Brand Guidelines and What Should They Include?

Brand guidelines translate brand thinking into rules and examples that teams can apply consistently. Good guidance does not restrict creativity; it helps different teams and channels make decisions from the same principles while adapting to context.

The strategic foundation

• Brand purpose, positioning, and promise
• Priority audiences and their needs
• Personality, values, and behavioural principles
• Message pillars and tone of voice

The visual identity system

• Logo versions, clear space, and minimum size
• Colour system and the role of each colour
• Typography hierarchy for print and digital use
• Photography, illustration, iconography, and graphic devices
• Layout, grid, motion, and application examples

The verbal identity system

Define how the brand sounds and how it does not, with writing principles, key vocabulary, and examples for headlines, calls to action, and service messages. Multilingual guidance should preserve intent rather than enforce word-for-word translation.

Templates and tools that drive adoption

Include the files teams use: presentations, social posts, documents, email signatures, and design components. Store them somewhere accessible, manage versions, and assign an owner for exceptions and updates.

Keep guidelines from becoming an ignored document

1. Build the guidance around real team workflows
2. Create a quick guide for everyday tasks
3. Train through correct and incorrect examples
4. Maintain a searchable, downloadable library
5. Review the system when new channels or formats appear

Related Services and Work

• Brand Identity Design
• Brand Strategy
• Rebranding
• Contact Avery & Co

Frequently Asked Questions