Nine things to consider before creating your brand style guide

When it comes to building a brand, consistency is key. If your brand is humorous and witty one day, then austere and serious the next, or if your logo looks a certain way on your product packaging but looks completely different on your website, your customers may have a hard time. struggling to identify who you are and what you stand for, and this can result in fewer sales and less interest overall.

An easy way to ensure brand consistency is to create a style guide. This guide should contain all the "rules" of your brand's style and usage, and can be used by all of your staff to keep your brand consistent across all mediums. But before you start creating your own, members of the Young Entrepreneur Council recommend that you consider these nine points to help make your style guide complete.

1. The image you want to represent

A style guide helps with brand consistency. Everyone can communicate in their own way and in their own words with a consistent tone of voice. You need to make sure the guide is created to match the image the organization wants to convey and how it relates to your target audience. Getting it right is crucial, as the guide defines all of your branding and messaging activities. - Sujay Pawar, Astra

2. How many people will use it

It is important to keep in mind that different people should and will use the guide. It should therefore be as detailed as possible so that anyone looking at it can seamlessly create something recognizable and professional for the brand. Include various logos, colors, fonts, sizes, and guidelines for people who may not be designers. Make it super easy for everyone to use, and they'll use the guide. Make it complex, and your brand will be a mess. - Peter Boyd, PaperStreet web design

3. Industry Best Practices

Consider industry best practices when creating a brand style guide. How a target audience perceives brands in a particular industry can be completely different than in other verticals. Every industry has different dynamics, and you definitely need to take that into account when creating a brand style guide. Using industry best practices to design your style guide helps you create a brand identity with a higher chance of acceptance among potential customers and a higher likelihood of success. - Stephanie Wells, Terrific Shapes

4. Your target demographic

Like most business decisions, it all starts with your target demographic. What aesthetic do you know your audience will respond to the most? It should be at the heart of every design decision you make. Bold, vibrant colors may appeal to a younger audience (in general), but a cleaner, minimalist look may likely appeal to an older demographic. Consider your audience with every decision you make. Why? Because, quite simply, you are selling to them. No one's opinion matters anymore...