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What Are Brand Guidelines?

Posted on September 22, 2022 | The Diamond Group

Brand guidelines are a set of rules and standards that dictate how a brand should be used. This can include everything from the use of logos and other branding elements, to the tone and voice that should be used when communicating with customers. Brand guidelines help to ensure that a brand is consistently presented across all touchpoints, both online and offline.

Developing comprehensive brand guidelines can be a daunting task, but it's important to make sure that all stakeholders are on the same page when it comes to how the brand should be used. By clearly outlining the do's and don'ts of brand usage, you can avoid costly mistakes and ensure that your brand is always presented in the best light.

If you're looking to develop brand guidelines for your own business, check out our tips. We cover everything from what should be included in your brand guidelines, to how to create them in the first place.

What Should Be Included in Brand Guidelines?

When it comes to developing brand guidelines, there is no one-size-fits-all approach. The specific elements that you include in your brand guidelines will depend on the nature of your business and the needs of your team. However, there are some key elements that should be included in all brand guidelines, such as:

Logo usage

Your brand guidelines should outline how and where your logo can be used, as well as any specific requirements for its usage (such as minimum size, preferred colors, etc.).

Color palette

A complete brand guideline should include a color palette with Hex and RGB values. This will ensure that your brand colors are used consistently across all touchpoints.


Specifying the fonts that should be used for your brand can help to create a more cohesive look and feel. 


If you have specific brand assets (such as photos, illustrations, or icons), your brand guidelines should outline how they can be used. This includes specifying what types of uses are allowed, as well as any restrictions on their usage.

Voice and tone

The way in which your brand is communicated should be consistent across all channels. Your brand guidelines should therefore include guidance on the voice and tone that should be used when writing copy or creating other content.

By including each these key elements in your brand guidelines, you can help to ensure that your brand is consistently presented across all touchpoints.

Creating Brand Guidelines

The first step in creating brand guidelines is to develop a clear understanding of your brand. This includes:

  • Conducting research on your target audience
  • Developing your brand messaging
  • Creating a visual identity for your brand

Once you have a good understanding of your brand, you can start to put together your brand guidelines.

When creating brand guidelines, it's important to keep them concise and easy to understand. No one wants to wade through pages of text when they're trying to find out how to use your brand correctly. Instead, focus on creating guidelines that are clear and straightforward. Here's some examples for inspiration.

Once you've created your brand guidelines, make sure to share them with all relevant stakeholders. This includes everyone from your marketing team to your external partners and service providers. By making sure that everyone is on the same page, you can help to ensure that your brand is consistently presented.

If you're looking for more help on creating brand guidelines, our expert team at The Diamond Group can assist you. We specialize in helping businesses to develop comprehensive brand guidelines. It's as easy as booking a call with an expert.

About The Diamond Group

The Diamond Group is a Wilmington, NC based digital marketing and web design agency committed to helping today's small businesses grow and prosper. With a 28-year track record of success, their proprietary in-house system and concierge-level multi-disciplinary team approach to marketing guarantees double-digital growth and optimizes marketing ROI. 

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