Why Brand Style Guides Matter
In a world where brands are everywhere, a few manage to stand out at a glance—think of how certain colors, fonts, and tones immediately connect us to a brand. This kind of instant recognition isn’t just luck; it’s the power of a solid brand style guide at work. By clearly defining elements like color, font, and tone, a brand style guide helps organizations create a unified, recognizable presence across all platforms.
A well-crafted style guide does more than establish consistency; it builds trust, familiarity, and loyalty over time. For organizations, it becomes the playbook that helps every piece of content align with the brand’s identity, creating cohesion whether on social media, emails, or printed materials.
The Power of Color Consistency
Color isn’t just a design choice; it’s a powerful way to communicate what a brand stands for. Colors can evoke emotions, set the tone, and make a brand instantly recognizable. Think of Coca-Cola’s signature red or Tiffany’s famous blue. These brands have leveraged color so effectively that seeing those hues alone can trigger instant brand recognition.
For organizations, having a defined color palette is essential to establish a consistent and professional image. Choosing colors that align with your brand values can help communicate everything from reliability and trust to innovation and excitement. Tools like Adobe Color and Coolors can help narrow down color combinations that not only look good together but also feel right for your brand’s identity.
Tips for Choosing and Using Brand Colors:
- Consider Brand Personality: Think about the emotions and qualities you want to convey. For example, blue often represents trust and dependability, while green may suggest growth and health.
- Test Across Formats: Make sure your colors look good on screens, in print, and across various platforms.
- Consistent Application: Use your brand colors across all channels—social media, website, emails, and printed materials—to reinforce recognition and build a cohesive look.
Choosing Fonts that Speak for Your Brand
Fonts are more than a way to present text; they set the personality of your brand. A brand with a modern, tech-focused image might lean toward clean, sleek fonts, while a traditional or professional brand might choose a classic serif font that suggests authority and reliability. When done right, font choices can make your brand instantly recognizable and reinforce its message.
Examples of Font Pairing:
- Authority & Approachability: Combine a classic serif for headings with a sans-serif for body text to balance professionalism and readability.
- Modern & Minimalist: Use a sleek, geometric sans-serif for a clean, contemporary look.
- Playful & Creative: Pair a bold display font for headers with a simple sans-serif for body text to add energy without sacrificing readability.
Tips for Choosing Fonts
Limit your selection to 2-3 fonts: one for headings, one for body text, and, if needed, an accent font. This keeps the design consistent and avoids a cluttered look. For accessible font pairings, consider exploring:
- Google Fonts: A free library offering a range of styles with suggested pairings.
- Fontjoy: Uses AI to generate harmonious font pairings for your brand style.
- Adobe Fonts: Offers extensive choices and examples of professional font pairings.
Implementation
Once you’ve chosen your fonts, ensure consistency by setting them as defaults in your CMS or embedding them in design templates. Use brand fonts across all digital and print materials, from emails to social media graphics, for a cohesive look.
Defining Brand Voice and Tone
Explanation:
Think of your brand voice as the personality that’s always present in your content. It’s what makes your organization sound unique and recognizable. Tone, on the other hand, is like adjusting the volume and tempo based on the context. Whether it’s friendly and lighthearted in member newsletters or serious in an advocacy message, tone ensures the message aligns with its purpose while staying true to the brand voice.
Tips for Developing Brand Voice:
Creating a clear brand voice begins with choosing a few descriptive words that define how you want your organization to come across. Here are some ways to develop a strong voice:
- Adjective List: Use descriptors like “approachable,” “expert,” or “supportive” to hone in on the brand’s personality.
- Audience Consideration: Think about who you’re talking to. How might you communicate with a prospective member differently than with an active union member or potential EdTech partner?
- Voice Consistency Across Platforms: Ensure that, whether on social media, email, or a formal report, your brand voice remains steady.
Examples of Tone Shifts:
Different scenarios call for varying tones while keeping the core brand voice intact. Here’s how to shift tone effectively:
- Serious Tone: Use in situations like contract updates or advocacy messages, where clarity and authority matter most.
- Conversational Tone: Perfect for newsletters or social media, where the goal is to engage and inform in an approachable way.
- Urgent Tone: Reserve this for immediate calls to action, like rally announcements or important news affecting members.
Implementation:
Once you’ve defined voice and tone, make it easy for the team to stay on-brand by creating a “voice cheat sheet” or style guide. Include example phrases or sentences that demonstrate the tone adjustments for common communication scenarios. These guides can help new team members or anyone unfamiliar with the brand voice stay aligned.
Putting It All Together – Creating and Using
Your Style Guide
Explanation:
A brand style guide is like a toolkit that equips every team member to present the brand consistently, whether it’s through social media posts, marketing materials, or everyday communication. By following a centralized guide, organizations ensure that their brand always looks and sounds cohesive, no matter who’s behind the message.
Essential Guide Components:
To create a well-rounded style guide, include these key sections:
- Colors: Outline primary, secondary, and accent colors with HEX or RGB codes.
- Fonts: Specify the main fonts for headings, body text, and accents.
- Voice and Tone: Describe the brand’s personality and how it adapts to different messages.
- Logo Usage: Provide guidelines on logo placement, sizing, and variations.
- Imagery and Design Standards: Suggest styles for visuals, like photos, icons, and graphics, that match the brand’s personality.
Distribution:
Make the style guide easily accessible, sharing it broadly within the organization. This is especially helpful when working with contractors or collaborators, as it ensures they’re also in sync with the brand. Consider housing the guide in a shared digital location so everyone can access it at any time.
Tips for Updates:
As your brand grows and evolves, so should your style guide. Schedule regular reviews—perhaps annually—to make sure it remains relevant and aligned with the brand’s direction.
A comprehensive, accessible style guide is essential for maintaining a consistent brand identity across all channels, helping every team member represent the brand confidently and cohesively.
Building a Brand that Lasts
A solid brand style guide isn’t just a document; it’s a foundation that helps shape every interaction, making the brand recognizable, memorable, and dependable. By establishing clear guidelines for color, font, and tone, organizations can ensure that all touchpoints, from social media to internal communications, carry a cohesive message that resonates.
Consider how a well-crafted style guide could bring consistency to your brand and streamline communication across your team. Reach out to Six Degrees Digital Media to explore how we can help you create or refine your brand style guide, setting up your organization for lasting recognition and trust.
