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Your Brand Needs a Style Guide

Presentation can make or break your brand, so make a style guide already

Caroline Cherryburn
Better Marketing
6 min readAug 22, 2022

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Image by the author via Canva.

Style guides — a document outlining how your brand presents itself through visuals, words, formatting, tone, and more — are very important to maintaining a consistent and recognisable image.

They are also kind of daunting, and very easy to do badly.

A good style guide is two things:

  1. Easy to understand and follow, and
  2. No more complicated than it should be.

Beyond that, it can be organised however suits you best. However, that would make for a terribly unhelpful post to read, so here are a few distinct points you should decided about and adhere to. These points are in no particular order — they are all important.

For the sake of illustrating my points, I’m going to work through this for a fictional (and moderately funny, at least for my sense of humour) company. Let’s pretend I want to open a garden store for nudists called Green Thumbs and Bare Bums.

Font

Pick a font (or three). Broadly speaking you should have a universal, easy to read font such as Calibri or Times New Roman to use for the majority of written communications from your brand — your website, emails…

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Better Marketing
Better Marketing

Published in Better Marketing

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Caroline Cherryburn
Caroline Cherryburn

Written by Caroline Cherryburn

I’m a nerd from NSW, Australia. I write, read, game, cosplay, wear weird and wonderful clothes, and write about whatever I feel like.

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