What is a Brand Style Guide?
Going into the new year, I decided to make several updates within my graphic design agency, including updates to client-facing processes, marketing efforts and the “Natalie Fuson brand” (catch up on why here).
As a graphic designer, it would have been easy to jump right into the fun, design details of updating my brand style guide with whatever trendy idea popped into my head (ideas are never lacking around here) but for me, designing something pretty is never the only goal. It’s a goal, of course, but that goal always comes second to designing with intention.
Your brand design, weather updating or starting from scratch, should ALWAYS be intentional with your ideal clients/customers in mind. Every design detail should serve a purpose (other than being pretty) and there should be a strategic reason those design details exist.
For updating the Natalie Fuson brand, I started with a review of my business as a whole over the past 2 years and re-visited who my ideal client is and what my goals are for 2023 before even brainstorming design ideas. Once I had my intentions set, I dove into updating my brand style guide.
Now, the reason that you’re here… Natalie, what is a brand style guide anyways?
Brand Style Guide: a document (digital or printed) that spells out and shows examples of the design rules of your business including specifications on everything that plays a role in the look and feel of your brand.
A few of the most common specs found within a brand style guide are reasons/interpretations for chose design concepts, typography guidelines, logo variations, mood board and specs for imagery and a color palette with numeric values.
The deeper you dive into your brand with your designer (hey, that’s me!) the more detailed your brand style guide would be and could also include design marks, icons, patterns, color pairings and descriptive words/sentences/paragraphs pertaining to your business.
Now, you may be asking… why is having a brand style guide important for my business? My top reasons are…
Having established design rules ensures that your brand is presented in a cohesive and recognizable fashion which builds brand recognition and client/customer confidence.
A brand style guide helps you to make strategic decisions for your business. You have a guide to look at and ask yourself, “does this align with my brand?”
You have your graphic designer in your pocket and rules to follow should you, someone who isn’t a designer, ever need to design for your business yourself.
Here are 2 examples for you…
Example 1
Willow Riverside was a brand new business when they hired myself and Holly, with Firebrand Marketing, to bring their design and marketing ideas to life for a Texas hill country retreat and event center. This 1 page brand style guide outlines the most basic design concepts to get the look and feel of their business started - color palette, typography and logo variations.
Example 2
Pampered Porches was also a new business when they hired me to design their logo and brand elements however, the co-owners each operate other businesses so they were ready to dive a bit deeper from the beginning. This 5 page brand style guide outlines the look and feel of their business and also includes descriptive brand statements and supplemental designs specific for their needs - business card and yard sign designs.
FEELING LIKE THE DESIGNS FOR YOUR BUSINESS COULD USE A BIT MORE STRUCTURE WITH A BRAND STYLE GUIDE?
Let me help you make decisions on the look and feel of your brand with a brand style guide for your business!