How Do You Create Brand Guidelines?

Brand guidelines serve as a playbook for how to use your brand in all content and communications. They should include comprehensive direction for both visual identity (logo, color, typography, imagery) and verbal identity (brand voice, tone, personality, messaging) to empower any creator to produce work that strengthens rather than weakens your brand.
To create brand guidelines:
- Choose your guideline format (static print, static digital PDF, or interactive web-based).
- Create an outline covering all brand elements.
- Write clear copy with dos/don’ts and examples.
- Design with proper visual hierarchy.
- Designate a point person to answer questions and maintain updates.
Brand guidelines should be:
- Comprehensive (include all relevant information)
- Practical (easy to follow with real-world examples)
- Accessible (stored where everyone can find them)
- Clear (well-organized with good hierarchy)
- Customized (tailored to your brand’s unique needs and applications)