Why Every Brand Needs a Style Guide

Consistency. You’ve heard it time and time again.

That’s because consistency in branding builds trust. It doesn’t matter if you’re a log home contractor. A big brand like Disney. Or a nonprofit. Brands that are consistent with their messaging and image are viewed as dependable, trustworthy, and an expert in their field.

It goes by lots of names— brand kit, style guide or brand guidelines. No matter your term for it your style guide spells out the rules of your brand. It defines identity, how you want to be seen in the world and how you want to be heard. 

It’s the colors you use, the tone of your messaging, and how your logo should be displayed. But beyond that it helps your brand appear consistently across various marketing platforms, including the web, print, social media, and more. 

Without it, your marketing and messaging get lost, and your customers end up confused. That’s why every business and nonprofit, itty bitty or big time, should have a style guide. And it’s easier to whip one up  than you might think.

 What’s a Style Guide?

A style or brand guide or guidelines are a documented set of rules for brand visuals, tone, and messaging, and includes—

• Logos
• Colors
• Typography
• Photography style
• Messaging tone of voice

You can make it as complex or as simple as you want. You’re in charge.

Why Should You Have a Style Guide?

It’s a good question. I’ve worked for several companies in-house over the years. They’ve had a style guide on their list of things to do, and it always gets pushed off in place of other projects.

But having a style guide takes the work out of making decisions and makes you more efficient. And it builds your brand’s recognition over time. Below are  a few examples of how it helps across the industries we serve.

Log Home Contractors

Slap your branding and tagline on everything from your truck, proposals, and job site signage. You’ll build brand recognition and reinforce your quality craftsmanship. When your audience visits your website after seeing it on the sign you left in the yard, they’ll feel a sense of home because your fonts, images, and messaging are the same.

Consumer Product Goods

Sloppy branding can make consumers doubt the quality of your product. Brand recognition on the shelf helps move more product and stay ahead of your competitors.

Producing one voice that speaks volumes through your packaging, displays, and advertising that cuts through the clutter on crowded retail shelves. 

Your customer knows you instantly. That’s the product they saw on Instagram, on your website, in your email marketing, and in your advertising. And now they’re ready to make a purchase in their time of need. They see your product on the shelf. They know you. They pick you up. They drop you in their Target shopping cart and head to the checkout.

Bonus! And if you have consistent branding across multiple product lines, they’ll look like they all come from the same place. Maybe they’ll add that product extension you just launched to their cart. (Hello, brand recognition!)

Building Materials Manufacturers

Building materials costs can add up quick. Maybe you make high-end building materials products like Alpen? 

Their target market is the passive house and sustainable building industry. They want to be seen as an expert, so contractors and homeowners come to them when they’re looking for windows with a high R-value. 

All their touchpoints, including trade show booths, website, product spec sheets, packaging, email marketing, and social media, feel cohesive and build credibility with their audience. It’s also much easier to onboard new people because they have their style guide to refer back to.

Small Businesses

Owning a small business can be challenging. You wear all the hats. Your time is limited. 

Save time with a style guide and avoid confusion when outsourcing your marketing or when making it yourself in Canva.

No more trying to figure out what font to use. Or time spent picking out colors and second-guessing which photo to use on social.

Investing time upfront in your brand now will save you time in the long haul. It also sets you apart from your competition and fosters loyalty with your customers.

What Should I Include in My Style Guide?

Ok, so you know you need a style guide. But what should you include in it? We’ve broken it down for you below.

How Your Logo Should (and Should Not) Be Used

• Clear space rules. How much room should be around the logo.
• Acceptable color variations. Full color. Black and white, polka dots?
• Where not to place your logo.

Typography Hierarchy

• Approved fonts for headlines, subheads, and body text.
• Hierarchy rules. When to use each.
• Digital vs. print considerations. (San serifs can be harder to read on screens.)

Voice & Tone

• Define your brand’s personality. Are you quirky, professional, approachable, expert, playful, etc.
• Writing style. Short, clear sentences vs. detailed, technical tone
• Do’s & Don’ts for messaging.
• Tagline and usage. 

Optional: For Growing & Bigger Brands

For growing and bigger brands, the sky is the limit. You can dive further into your branding and define the following:

• Iconography & graphic patterns.
• Email signatures.
• Presentation templates.
• Include your brand history or mission statement.

Start Today!

A style guide isn’t just for big brands. It’s a must-have tool for any contractor, small business, consumer product goods, or building materials manufacturer who wants to look like they know what they’re doing and grow.

Start with the basics (logo, colors, fonts) and then update as needed. 

Don’t have enough time to make your own style and brand guidelines? Give us a holler, and can help you hone in on your branding and get it down on paper.

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