Creating a Brand Style Guide for Your Small Business-Featured.jpg
Creating a Brand Style Guide for Your Small Business-Thumb.jpg

Creating a Brand Style Guide for Your Small Business

Have you ever seen a sci-fi movie where aliens disguise themselves as humans but get one tiny detail wrong? Maybe they wear their shoes on the wrong feet or mistake umbrellas for walking sticks.

It's funny in the movies, but in the business world? Inconsistencies can be a death knell.

This is where a brand style guide swoops in like a superhero. It's a manual that defines how your brand appears and communicates across all platforms.

It's the blueprint of your brand's identity and a helpful guide for your small business marketing strategy. Curious? Let’s dive in!

Why every small business needs a brand style guide

Imagine this: Sarah, a new employee at your business, wants to create a promotional banner.

Without a style guide, she might choose a shade of blue that’s slightly different from your usual brand color, use a font that's off-brand or include an image that doesn’t vibe with your brand’s ethos.

Now, you have a branding mismatch.

A style guide is not just a frivolous document. It's the beacon in the tumultuous seas of branding, ensuring consistency and preventing "alien" faux pas.

And remember, consistency in branding has been proven to increase revenue by up to 23%.

Let’s build your brand style guide, step by step

1. Define your brand's story and values

Think of your business as a character in a novel. What's their backstory? What do they stand for?

Hypothetical example: Jake started "Hearty Bites," a bakery that sells heart-shaped pastries. Why? Because his grandmother, whose pastries filled his childhood with warmth, always told him, "Bake with your heart."

The brand stands for love, tradition, and nostalgia.

2. Choose your brand's colors

Color speaks volumes. According to a study, people make a subconscious judgment about a product within 90 seconds of viewing, and a majority of these judgments are based on color.

Tip: Use tools like Adobe Color to create a color palette. Stick to two to three primary colors.

3. Pick your fonts

Fonts are the vocal cords of your brand. A playful font like "Comic Sans" won't work for a serious law firm.

For example, "Hearty Bites" might go for a font like "Brush Script," evoking warmth and nostalgia.

4. Define your imagery style

Images can make or break your brand's appeal. Do you prefer real-life photos, illustrations or abstract designs?

Tip: Platforms like Unsplash and Shutterstock are great resources for high-quality images.

5. Establish your voice and tone

How does your brand "speak?" Is it formal, casual, playful or authoritative?

For example, "Hearty Bites" might have a warm, nostalgic voice with a hint of playful banter.

6. Design logo guidelines

Your logo is your brand's face. Define its dimensions, variations (vertical, horizontal) and how it should (and shouldn't) be used.

7. Lay out the dos and don'ts

This is where you get specific. Do show the logo with ample white space around it. Don't overlay the logo on a busy image. And so on.

8. Compile everything in one accessible place

Ensure that your team can easily access the guide. Platforms like Google Drive or Marketing 360® work wonders for this.

Remember: It's a living document

Your brand style guide isn't set in stone. As your business grows and evolves, revisit and refine it.

Because at its core, a brand isn't just colors and fonts; it's an ongoing story.

Ready to power up your marketing game?

A consistent brand is just the beginning. To truly make your mark in the business world, you need robust marketing strategies and platforms.

Learn more and sign up for your free trial.