Brand Guidelines
A comprehensive document defining how a brand should be visually and verbally represented across all touchpoints.
Definition
Brand guidelines (or brand standards) document every element of brand expression—logo usage, color specifications, typography, photography style, tone of voice, and messaging frameworks.
This rulebook ensures consistent brand presentation whether content is created by internal teams, agencies, or partners across global markets.
Why It Matters
Inconsistent branding confuses customers and dilutes brand equity. Every off-brand touchpoint chips away at the coherent identity you've built.
Comprehensive guidelines empower teams to create on-brand content independently while preventing costly mistakes and brand drift.
Examples in Practice
Netflix's brand guidelines specify exact red values (#E50914), minimum logo clear space, approved animation behaviors, and even the sound design of their "ta-dum" intro.
Mailchimp's guidelines include detailed voice and tone instructions, specifying how humor should vary based on context—playful in marketing, supportive in error messages.