Before you create a style guide, you need to know your brand. There are five key components: mission, vision, target audience, brand personality and core values. |
Together, these are the most important things needed to establish your brand identity because they tell the world what you stand for. All the other parts of your brand style guide are tangible elements that communicate those key components to the world through design.
Mission and vision: Write a mission statement about why your company exists and a vision statement about where you want your brand to go. These can be big (you’re going to change the world) or small (you solves a small, annoying problem), as long as they’re true to your brand.
Personality: Make a list of 3-5 adjectives that describe your brand. This will set the tone for both brand design and writing. Are you sophisticated or quirky? Classic or trendy? Ask your team for input and perspective.
Tip: It can also be helpful to list 3-5 adjectives that your brand is not. In fact, many advertising agencies begin their branding projects with an “Is / Is Not” exercise. This is a key drill and process which enables businesses to work out what a business is not and what way to best go about their branding efforts. This too is key as to the overall direction in which to take and run a brand as well as manage a brand.
Values: Determine the guiding principles for company decisions and actions. Memorable values will make it easy for your team to stay on-brand.
You’ve heard the saying that a picture is worth a thousand words, right? this is so true when you are to consider all of the above points and what it is what and which makes a decent brand. Branding is so complex and this too is an area and service which has become very very very big business in the UK with no end of agencies all able to offer and deliver these Branding services.
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