The following post is part of an experiment comparing two posts. This first post was created without any use of AI, and the next was completely generated by AI. 

The most important part of branding isn’t the logo or colors. They’re useless if you don’t explain how to use them. 

What are Brand Guidelines?

Think of a Lego set. You know what it’s supposed to look like and you have all the pieces. Without instructions, it’s difficult to achieve what you see on the box. 

Brand guidelines tell you how to use the pieces you’re given correctly. 

They provide, “the instructions you need to communicate the right messages in the right manner every time you create marketing materials for your company” explains Adobe. It tells you when and where to use logo variations, colors, typefaces and certain language.  

Why Brand Guidelines are Necessary

Once a visual identity is created it’s easy to consider the work over. “Without clear, actionable guidelines,” says designer, Abi Connick, “even the most beautifully crafted brand identities risk falling apart.” Providing guidelines is an essential part of a visual identity’s upkeep. It ensures the values, visuals, and tone remain aligned. 

Unity and Consistency

People crave consistency. William Zinsser in On Writing Well says it satisfies their, “need for order and reassures them at all is well.” With an unified visual identity, people will know when something is off. 

Consistent branding results in: 

1. A more recognizable brand

“Repetition drives brand recognition,” helping your audience easily identify you. says Adobe. Using the same guidelines across multiple platforms, “can increase your revenue by 23%.” It’s strategic and contributes real to growth.  

2. A strong personality 

Is your brand refined and formal or are they more playful and witty? Strong brand guidelines make sure you stick to your chosen brand personality. 

If Duolingo became proper instead of slightly unhinged they wouldn’t feel like themselves. They’d abandon their personality, hurting their user’s perception of them. Switching up confuses people, causing them to lose interest and go somewhere else.

3. Differentiates from competition

Each aspect of a brand’s identity helps it stand out. Sticking to guidelines reminds marketers how their brand behaves. 

When following a trend, guidelines tailor it to fit the brand instead of copying everyone else. Instead of feeling cookie cutter, it’s memorable. 

Time Saving

Utilizing brand guidelines isn’t just good for the consumer, it’s incredible for designers. When designing marketing materials, brand guidelines are a real time saver. 

They allow designers to understand what is expected of them right away. They help reduce the amount of brainstorming and revisions needed. 

Brand guidelines eliminate unnecessary communication. By outlining, “what colors are for what, what typeface to use where, [and] what the key message should be” you’re avoiding misunderstandings, says Alchemy Branding Studio. This allows designers to get right to work and create materials that perfectly align with the brand. 

Brand guidelines are what every designer and brand needs in their back pocket.

Check out the second part of this experiment here.