brand guideline: definition, key sections and stages of development

You can probably easily recognize some brands even without a logo and name. Check it out for yourself:

Coca-Cola spent years and millions of dollars to become a globally recognizable brand. But it all started with a selected color scheme, font, design, illustration style, clear positioning and even a successful slogan. «The Coke side of life», remember?

All the elements have been assembled into a single system to create a successful brand that would be recognizable even by its individual details. This system is called a brand guideline.

What is a brand guideline in simple words

In reality, a brand guideline is just an internal marketing document of a company. The most important thing is the content of the brand guideline. Here and the mission of the brand, and visual identity, and research of the audience and competitors.

Usually, the brand guideline of a project is not publicly available, but it plays an important role inside the company: is an image guide.

What types of brand guidelines are there

There is no clear systematization: usually the format and structure of the brand guideline depend on the specific content and tasks to be solved. Therefore, there is no unambiguous answer to the question of what a company's brand guideline includes and how it looks like.

Some people create printed brand guidelines, others create electronic brand guidelines, such as PDFs, and still others create digital brand guidelines in the form of lendings.

Large corporations may have several brand guidelines - for employees, investors, partners. Smaller companies may not have a brand guideline at all - instead, a guidelines is sufficient.

Why a brand guideline is confused with a guideline

Both a brand guideline and a guidelines are documents with some typing and graphics. So what is the difference?

Earlier we gave the matryoshka doll metaphor in an article about the differences between a guidelines and a brand guideline. The idea is that a brand guideline is like a large matryoshka doll, while a guidelines is a matryoshka doll inside it. So the guidelines are part of the brand guideline.

The guidelines describe the visual identity, while the components of the brand guideline are also ideological elements of the brand, possible research and leading strategies.

What a brand guideline is for

If you're not Coca-Cola, Sber or Prada, it seems that you don't really need a brand guideline. But if you plan to grow and scale, it's better to think through the concept of your brand at the very beginning and put all the elements of the brand guideline together.

Don't worry that having created a brand guideline, you will put it on a shelf and leave it to gather dust. This is one of the most used documents of the company. Full-time designers constantly check it, marketing and PR people refer to it, HR looks at it. And it is also very necessary for third parties who create products for the company - from advertising to merchandise: printing companies, advertising agencies, freelancers.

The brand guideline is so important because it covers the most important tasks:

1. Clearly demonstrates the system of rules and trains employees

A brand guideline is a complete guide to a company's values, principles, and strategies.

By learning these standards, employees can work better and contractors can fulfill orders more accurately.

2. Gathers all the elements of corporate identity together

A brand guideline contains a description of all style components - from colors to fonts, and examples of the identity on different media.

When opening a new branch, product launch and project start-up, all signage, corporate uniforms, events are designed according to the standards described in the brand guideline.

3. Optimizes the work

Examples and standards of any product design are already described in the brand guideline.

There is no need to spend money and time on developing designs, explaining to the printing house how to do it - it is enough to use ready-made layouts and create new ones by analogy.

What a brand guideline consists of

The composition of the brand guideline and its volume is determined by the company on its own on the basis of current goals. A small PDF document realizes its task as well as a set of several multi-page presentations.

What does the brand guideline include? A company may include important research in the document, or it may only describe the mission and main principles of work. It may collect all the elements of the identity. Or it can do without mockups.

What should always be in the brand guideline? There are no universal rules. There are sections of the brand guideline that are used most often:

1. — brand attributes: mission, values and positioning
2. — visual system: brand identity, style usage guidelines

How to create a brand guideline

You can't do it in a couple of days here. If you want to order a brand guideline that will be relevant for more than 10 years, you will need a team of professionals.

Brand guideline development takes several stages:

1. — Creating a brand core

This includes the development of brand attributes: choosing an archetype, formulating a mission and values, positioning. Also at this stage we study the audience: we describe the target audience segments and brand champion.

1. — Identity development

We start by selecting a metaphor, fixing the rules for using the logo and graphics, structuring color and typography, and describing the photographic style. When this step is complete, we move on to visualizing the media: create mocaps, put together layout guidelines, and structure all layouts in a common repository.

Examples of brand guidelines of well-known companies

Let's consider a few notable brand guidelines of global brands.

Microsoft took care of the detailed and as complete as possible content of their manual:

Aeroflot specifies in detail the parameters of pitch, interlineage, tracking, kerning, and slant for media variants:

Many brands like Coca-Cola, Chanel, Disney+, Levi's tell you how to use individual logo elements:

New York State's «I LOVE NEW YORK» brand guideline provides a portrait of the target audience - the state's 8 types of travelers:

Johnnie Walker whiskey brand tells the brand story:

Our agency, when developing a brand guideline for the Eastern European Institute of Psychoanalysis, describes in detail the concept of psychoanalysis at the heart of the brand:

Properly developed instructions described in the brand guideline can save from many problems - inconsistency of design of all media, uncoordinated work of employees, unnecessary waste of time. As a result, everyone wins: both the company itself and the contractors.