How to Define Your Brand Guidelines (And Actually Stick to Them)
If you want people to recognize your brand in two seconds flat—whether they see your Instagram, website, or packaging—you need consistency.
And that’s where brand guidelines come in.
Think of them as your brand’s personality manual. It’s how you ensure everything—your logo, colors, messaging, and overall vibe—stays cohesive no matter where people find you. Because nothing kills credibility faster than an identity crisis (hot pink chaos on Instagram, muted minimalism on your website, corporate-sounding emails—what are we even doing here?).
So, let’s get into it: how to define your brand guidelines in a way that makes your business unmistakably yours.
Step 1: Get Clear on Your Brand Identity
Before picking colors or fonts, you need to define who your brand actually is. Ask yourself:
What do we stand for? (Your mission, values, the reason you exist.)
Who is our audience? (Who are you talking to, and what do they care about?)
How do we want people to feel when they interact with our brand? (Cool and exclusive? Playful and fun? High-end but approachable?)
Example:
Comme Si (a brand that made socks sexy) is all about elevating everyday essentials—so everything from their tone to their visuals reflects understated luxury. They’re not screaming for attention; they’re quietly commanding it.
Action: Sum this up in a one-liner:
"We create high-quality, design-forward [product] for people who appreciate [core value]."
Example: We make minimalist skincare for people who care about clean beauty and effortless routines.
Step 2: Lock in Your Brand Keywords
Words matter. If your brand were a person, how would you describe them?
Pick 3-5 core adjectives that define your brand’s vibe.
Decide on words you’d never use (this keeps things from going off-brand).
Identify the tone—are you witty? Luxe? Warm and friendly?
Example:
A sleek, high-end brand might use: "refined, effortless, elevated"
A playful, Gen Z-friendly brand might go with: "bold, cheeky, unapologetic"
Your words should guide everything—website copy, emails, product descriptions, social media captions. If you wouldn’t say it out loud in your brand’s voice, don’t put it in writing.
Step 3: Build a Visual Identity That Makes Sense
Here’s where brands either look polished and intentional or like they picked a Canva template at random. Your visual identity should be cohesive everywhere.
Logo Rules
How should your logo be used? Full logo vs. icon?
What are the don’ts? (Stretched, off-color, crammed into a tiny space—no thanks.)
Color Palette
Choose 3-5 main colors (primary, secondary, and an accent).
Make sure they translate well across different mediums (digital vs. print).
Example:
Glossier owns that soft, millennial pink. Nike is all about black, white, and bold contrast. What colors do you want people to associate with your brand?
Typography
Pick 1-2 main fonts—a primary font for headings and a secondary font for body text.
Keep it readable. No one wants to decode script fonts in an email.
Imagery & Graphics
What’s your aesthetic? High-contrast editorials? Soft, natural lighting?
Are your visuals high-end and editorial or casual and real?
Stick to a cohesive photo editing style—this makes your content instantly recognizable.
Action: Create a mood board (Pinterest, Notion, or Canva) with images, colors, and typography that reflect your brand. This helps keep things visually aligned.
Step 4: Define Your Brand Voice & Messaging
Your brand voice is how you say things—and it should be consistent everywhere, from your website to your TikTok captions.
Ask yourself:
Are we casual and fun, or more refined and professional?
Do we use emojis? Slang? Humor? Or are we more serious?
How do we greet and sign off? ("Hey there" vs. "Dear Valued Customer"—big difference.)
Example:
A playful brand: "We make skincare that works harder than your ex."
A high-end brand: "Scientifically-backed skincare for those who demand results."
See the difference? Same industry, completely different vibe.
Step 5: Put It All in a Brand Guidelines Document
Once you’ve nailed down your identity, put it all in one place. This way, anytime you (or your team) create something—ads, packaging, social posts—you have a reference to keep things on-brand.
Your brand guidelines document should include:
Brand identity & mission statement
Brand keywords & personality
Logo variations & usage rules
Color palette & typography
Image & graphic style
Brand voice & tone guidelines
Action: Use Notion, Canva, or Google Docs to organize everything in a shareable, easy-to-update format.
Final Thoughts: Why This Actually Matters
Brand guidelines aren’t just a "nice-to-have"—they’re what make your brand memorable, consistent, and legit. Without them, things start to feel scattered, unprofessional, and forgettable. But when your branding is locked in? That’s when you start building something recognizable—something people trust.
So, take the time to define your brand. Make it clear, make it intentional, and most importantly—stick to it.
Need help creating a brand guideline doc? Reach out today—we’d love to help.
