Why You *NEED* a Brand Guide
So you have a logo, and you love it:
But now you need to create a design, write a blog post, create a social media plan, create content for your website, order apparel… the list goes on.
You also may need to explain your organization’s brand to a new hire, an agency you plan to work with (hi, 👋 we're here for you!), or a contractor. And just a logo isn’t enough. That’s where a brand guide swoops in to save the day. It’s the secret weapon that keeps your brand looking, sounding, and feeling like you, no guesswork required.
1. What Should Be in a Brand Guide?
Your brand guide should include your primary logo (of course), but also other layout options (called lockups), and how NOT to use the logo. It also should include brand colors and fonts, applications for the logo on digital and print materials, photography style, mission, vision, and values, voice & tone (to help with copywriting), and personas (to define your brand’s target audience(s)). Phew, that’s a lot! So why do you need all these things?
2. It Makes Your Brand Consistent
Think of your brand as a person. If you usually dress in bright colors, neon green sneakers and you have pink hair, and the next day all of a sudden you’ve shaved your head and are wearing a sleek black suit, people might be confused. Obviously it’s ok to be fully yourself, but presenting yourself (your brand) consistently is important.
Consistency isn’t just a nice-to-have; it builds brand awareness. When your audience sees your logo, color palette, or tone of voice consistently, they start to recognize you instantly. That recognition turns into trust, and trust turns into loyalty.
And when a new designer or agency comes on board? The brand guide is basically their master key. No guessing. No mistakes. Just clarity.
3. It Educates Internal Teams and Partners
A brand isn’t just the marketing team’s job. From sales to customer service to external partners, everyone interacts with your brand. A brand guide ensures that all your internal teams understand how to represent your brand consistently, whether it’s in an email signature, a presentation, answering the phone, or creating a social post. Everyone stays on the same page, literally.
4. It Supports Growth
As your company grows, so does the number of people touching your brand. Without a brand guide, your brand identity can start to get diluted—or worse, confused. A solid brand guide helps ensure that no matter how big your team gets, your core identity stays intact and recognizable.
5. It Guides Proper Logo and Color Usage
A professional-looking brand isn’t just about picking nice colors or a cool logo, it’s about using them correctly. A brand guide outlines logo placements, clear space, color combinations, typography rules, and layout dos and don’ts. That means your brand always looks polished and intentional, no matter who’s creating the assets.
6. It Saves Time and Reduces Mistakes
No one likes back-and-forth revisions or scrambling to figure out “what the brand wants.” A brand guide is a time-saver. It prevents unnecessary confusion, keeps projects moving, and ensures fewer mistakes. Essentially, it’s like giving your team a cheat sheet for success. Spoiler: even the best designers and creatives rely on brand guides for their own brands!
A brand guide isn’t just a document, it’s your brand’s best friend.
It keeps everything consistent, helps your team and partners understand your vision, protects your identity as you grow, and saves you from unnecessary headaches. If you want your brand to feel cohesive, professional, and unmistakably you, a brand guide is non-negotiable. Want to be taken seriously and look like a total pro? Hop on the Brand Guide train, we promise it’s a smooth ride. (Your audience, designers, and clients will thank you.)
