It can be tricky to remember all the brand elements needed for your brand guidelines, so we’ve put together a handy little checklist so you don’t miss anything out
Brand guidelines act as a resource for your team and partners with clear instructions on how your brand should be represented to the world.
So, what should be included in your brand guidelines? Here is our comprehensive guidelines checklist of elements you should think about including:
These elements communicate the purpose and goals of your business and brand. Having established essence elements focuses your internal teams on a common goal and helps to direct strategies, communications and design.
Mission Statement - This establishes to your team and external stakeholders, in simple terms, what the mission and purpose of your business is.
Vision Statement - This establishes what your business is setting out to achieve. It is aspirational in nature.
Values and Ethics - Your values and ethics influence the culture of your business. They are your approaches to work and items you promise to deliver and will not compromise on.
Design elements make up the look and feel of your brand.
Style elements refer to the way your brand should communicate with your customers. This can be in a visual, written or verbal way. Ultimately making up your ‘tone of voice’. Style can also refer to visual elements, the type of photography you use, for example.
Tone of voice (Written and spoken)
Brand history - A timeline of your brand and how it has evolved.
Contact section - If you need to request a change or an edit to the guidelines
FAQ’s - A list of common questions regarding your brand guidelines
Target audience - The audience you are solving a problem for and who will buy your product or service.
Customer personas - Fictional profiles of your target audience. These help keep your messaging and brand focused and targeted to these specific personas.
Ultimately, brand guidelines are not a set of rules and are not meant to stifle creativity. They should ‘guide’ creativity, as the name implies. Brand guidelines can’t anticipate for every scenario and so, there is always built in flexibility and room for creative freedom in certain cases. Keep that in mind when you make yours.
If you're ready to get started creating your brand guidelines, or want to update and digitize your current guidelines, get started with free Brand Guideline Template →