7 things to think about when writing brand guidelines

“If phony powdered milkshakes is your idea of progress, you have a profound misunderstand of what McDonald's is about.”— Dick McDonald, The Founder, 2016

?I recently watched The Founder on Netflix, the film depiction of the McDonald’s story. A lot of the tensions between the protagonists arise from Michael Keaton’s character wanting to expedite the growth of company, often at the sacrifice of the founding brothers’ ideals. Whether it was the rapid expansion through a franchising model or removing ice cream from the milkshakes, the infancy of the brand and the absence of precedent made big branding decisions a matter of whim and personality.

This is part of the reason why brand guidelines exist. Having a document which details the brand’s values and identity gives a brand a direction, purpose and stability — diminishing the reliance on individual creativity or an autocratic CEO. So, how do you write brand guidelines that aren’t just effective but also make sense to everyone from the CEO to the part-time social media intern??

So, buckle up, here are seven things to bear in mind when writing good brand guidelines…

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1.??????? Empower, don’t dictate

First things first, your brand guidelines should empower people, not stifle them. Your guidelines aren’t meant to be a straitjacket — instead, they should help everyone in your business create on-brand content, whether they’re in marketing or HR.

The best guidelines strike a balance between providing structure and allowing room for flexibility. Think of them like the rules of a road trip: there’s a destination in mind, and the GPS gives you a general route, but if you want to take a scenic detour, that’s cool, as long as you still end up in the right place.?

Remember, branding isn’t just the marketing team’s domain. Everyone in your business is an ambassador of the brand, from the sales team to the person organising your next event.

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2.??????? Focus on more than logos and colours

?We’re not saying your logo, colour palette, and typography aren’t important, but if your brand guidelines stop there, you’re doing it wrong. Sure, you want consistency in how your brand looks, but what about how it feels??

Think of it this way: if your brand were a person, would you stop describing them after “they wear blue and have Helvetica tattoos”? You’d probably want to talk about what they stand for, how they communicate, and why they exist. Your brand guidelines need to do the same thing. Make sure you talk about things like brand values, principles, tone of voice and photography style — and think about including some ‘dos and don’ts’ to keep everyone on the same page.

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3.??????? Write them in your brand’s voice

?It’s time to practice what you preach; your guidelines are fertile ground for showing everyone else in your business how your brand should sound. If your brand is light-hearted and playful, don’t write guidelines that sound like a legal contract. If it’s authoritative and professional, maybe skip the quips and emojis.?

Your guidelines should feel like a natural extension of your brand, so use them to show off your brand’s personality. Use examples and explanations that fit your tone of voice. And be clear about when your tone can change (for instance, your brand might be playful on social media but serious in investor reports). Guidelines are there to guide, after all, so a little clarity goes a long way.

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4.??????? They’re guidelines, not rules

?As much as consistency is key, don’t forget that some rules were made to be bent. Brand guidelines should offer structure, but not at the expense of creativity or flexibility. You’re not creating a branding dictatorship, after all.

?Of course, some elements are non-negotiable (like your logo or primary brand colours), but it’s important to communicate where there’s room for experimentation. Maybe your email newsletters can play around with more casual language, or your event materials can take a more creative approach to design. The bravest brands know when to break their own rules and still stay true to who they are.

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5.??????? Know yourself (and don’t be afraid to ask others)

?Before you even start writing your guidelines, make sure you actually know who you are. Sounds obvious, right? But here’s the thing: your perception of your brand might not be the same as everyone else’s, and that’s important to consider.

?Talk to your team — everyone from the CEO to the admin staff and your sales teams. How they see the brand could be completely different, and that’s absolutely fine. Don’t be hesitant to gather input from your customers, either. This could lead to you hearing some uncomfortable truths — it’s never easy to hear that your customers don’t see you as how you want to be seen — but ultimately, your brand is how the outside world perceives you, not just what you think you are.

?Are you completely rebranding, or is this more of a refresh? Are there parts of the old branding that still work? These are the big questions you’ll need to answer before you start typing.

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6.??????? Be prepared to change

?It’s our strong belief that your branding work is never finished (and that’s exactly how it should be). The best brands are constantly evolving to stay relevant in an ever-changing world. Your guidelines should reflect that, too. As new cultural norms arise, as new platforms emerge, your brand will need to adapt.

?In short, don’t be afraid to rip it all up and start again when necessary. Your guidelines should give you a strong foundation, but they shouldn’t feel like a permanent, unchangeable set of laws. Times change, and so should your brand.

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7.??????? Launch them properly

?Guidelines are only useful if people actually use them. So, think about how you’re going to introduce them to your team. Do you need a big launch event? Maybe a training session or two? How can you make sure these guidelines become a natural part of your company’s workflow??

If no one knows they exist, they’re not going to do much good. Be intentional about how you share them and make sure everyone — from marketing to HR to sales — knows why they matter.

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Feel ready to (re)write your guidelines? Need the support of an award-winning branding agency? You know what to do: [email protected]