How to Make a Style Guide for Your Business



A brand style guide is a visual representation of your company's core values, vision, and goal. In addition, it explains exactly how your brand should be communicated to others. So how do you put together a style guide for your company? How to do it in five simple steps? That's what we're here for!

  • What is a style guide for a brand?

  • Defining characteristics of a company's brand

  • How to write a style guide for your company

  1. What inspires you?

  2. Style guidelines for a company's visual identity include these six components.

  3. Additionally, there are other brand-specific requirements

  4. Build the book from the ground up

  5. Prepare for the future



What is a style guide for a brand?

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A brand style guide is a set of guidelines outlining a company's logo, typeface and color scheme, imagery, and other visual elements. Alternatively, it's a reference tool that helps ensure that a brand's visual, aural, and tactile attributes remain consistent. As strong as this text is, don't be intimidated by the fact that some people refer to it as a brand bible.


To guarantee that the appearance and feel of your brand is consistent, you should use a brand book.


What is the significance of brand guidelines?

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Think of your company's personality as your brand identity. It's how the rest of the world comes to know and like you. A person who constantly alters their appearance and demeanor will not be trusted, and you will not know who they are.


One officemate who usually wears a suit and tie, with his hair nicely styled, is an example of this. Then imagine if the same individual showed up to work one day with his or her beard untrimmed, wearing cutoff jeans, and a fresh tattoo depicting a tiger riding his or her motorcycle into a fire. Because it's different from what you're used to, it'd be strange. You could even check up on him to make sure he was okay.


Inconsistency in a brand's messaging might lead to dissatisfied customers. Because a style guide ensures that your organization communicates in a uniform manner across all teams and channels, it is critical.


The most important aspects of a brand's identity

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You need to know your brand before you can establish a style guide. Mission, vision, audience, personality and fundamental values are the five most important elements.


To truly develop your company's brand identity, you must have all of these elements in place since they communicate exactly who you are to the outside world. These are the concrete pieces of your brand style guide that communicate those crucial components to the world through design.


Vision and mission: Write a mission statement and a vision statement for your organization to explain why it exists and where you want it to go. As long as they're consistent with your brand, these can be enormous or little (changing the world or solving a minor, unpleasant problem).


Target demographic: In order to better understand your consumers, describe their demographics and explain why they need you (i.e. how your products or services solve their problems). Make sure to incorporate any findings from market research that might assist your team better interact with your consumers. You can learn more about defining your target audience here.


Personality: A list of 3-5 words that best define your brand should be compiled. As a result, both the design and writing processes will be influenced. So, are you classy or eccentric? What do you think? Seek out the opinions of others on your team.


It's also a good idea to write down 3-5 adjectives that describe your brand in a negative way. As a matter of fact, many advertising firms begin their branding efforts by conducting a "Is/Isn't" activity.


Values: Determine the company's guiding principles for making choices and taking action. It will be easier for your staff to stay on-brand if your values are easily remembered.



In just five simple steps, you can develop a brand style guide.

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Step 1: Gather ideas from the brand guide.


A picture is worth a thousand words after all, haven't you? Use these examples as inspiration for your brand style guide. Create a Pinterest board to demonstrate the key principles that are important to us as part of the rebranding process. One of the best ways to get everyone at a firm on board is by conducting a brainstorming session like this one.



Consider this:

  • What has been successful in the past for your company's brand? Compile a list of successful advertising, emails, and other promotional materials.

  • What do you enjoy about other brands?

  • Do any of these questions recur frequently? Keep a record of comments that keep coming up. Consider include it in your style guide if you find yourself sending the same message to all of your writers and designers.


These samples can help you develop the visual identity of your brand.

Make a list of your favorite and least favorite things (e.g. the image is on-brand but the text is not right). A portion of these items might be used in your guide's visuals and/or tone.


Step 2: Identify and categorize the six most important components of your brand guide.


Working with a designer to bring your ideas to life is the next step after gathering inspiration. Choose a designer who is able to communicate effectively and who makes you feel at ease. Creating a brand is