Creating Brand Guidelines That Actually Get Used

Brand guidelines are essential for maintaining consistency, but too often they gather dust on a server. The key to effective brand guidelines is making them practical, accessible, and easy to apply.

Start with the essentials: logo usage, colour palette, typography, and tone of voice. Include clear do's and don'ts with visual examples. Show your brand elements in context—how they appear on business cards, websites, social media, and other real applications.

Make your guidelines accessible. A beautiful PDF is useless if no one can find it. Consider a living digital brand portal that's easy to search and update. Include downloadable assets alongside the rules for using them.

Write for your actual users. Marketing teams, external agencies, and new employees all need to understand your brand. Avoid jargon and provide enough context for someone unfamiliar with your brand to apply the guidelines correctly.

Finally, keep your guidelines current. Brands evolve, and your documentation should too. Regular reviews ensure your guidelines remain relevant and useful.