There's a lot of variables that play into what makes one brand more successful than another. But I can tell you one thing - an inconsistent brand is not one that will consistently be successful. So how do you reign in your brand and make your message and identity more consistent?

Start with brand guidelines. Think of them as your brand's bible. You'll use them to set the rules for your team, your content, and your message so you can make sure your brand looks great (and consistent) wherever you may appear!

Here are my foundational elements for brand guidelines.

Mission & Vision Statement

By including your Mission & Vision Statement at the front of your brand guidelines, you're setting yourself up for success. Your voice, brand identity, brand why, and values should align with your mission. Use your mission and vision statements to guide the rest of your brand attributes.

Brand Attributes

What are some words you'd use to describe your brand or product? Serene? Energetic? Enlightening? You can either use these words in a specific Brand Attributes section of your brand guidelines or incorporate them throughout your guidelines to get your point across.

Values

What does your brand value in employees? How about in partnerships? By outlining your values in your brand guidelines, you'll be able to easily onboard employees and make sure all of your content aligns with these values.

Brand Why

Your Brand "Why" should be your True North. All roads should lead to the reason you do what you do. Clearly define your brand why and include it in your guidelines to ensure the rest of your brand aligns with it.

Boilerplate

Take this opportunity to include a quick boilerplate (or elevator pitch) for your business within your brand guidelines. By doing so, you'll have a quick reference for creating things like pitch decks and marketing slicks.

Voice/Tone

Use your brand guidelines to clearly describe how your brand uses language to describe your product or service. I like to include always/never statements to really get your point across. For example, I am always clear and concise. I never use flowery language to detail my point.

Logo Do's & Don'ts

You'd think by now people would know now to tilt your logo or add a drop shadow to it. Well, unfortunately, that's just not the case. Showcase the best way to use your logo and the ways your logo should never be used. Finally, be sure to clearly state which colors your logo can and can't appear in and give people an easy solution. When in doubt, a black or white logo is always acceptable.

Brand Assets

Thick lines or thin lines? Round corners or sharp corners? Watercolor or line drawings? All of these questions should be answered when you talk about brand assets, whether those are icon systems or illustrations that you use to market your product.

Color Palette

Color is where I see a lot of brands come to life! Be sure to include all acceptable colors that can appear when you're designing something for your brand. Include RGB, HEX, CMYK, and Pantone colors.

Wow, that was a lot.

While building brand guidelines may seem like a lot of work, it's well worth the investment! By detailing the ins and outs of your brand and brand identity, you'll ensure consistency and look good wherever you appear.

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