How to Create a Brand Style Guide for Your Ecommerce Shop (2024)

What are brand guidelines?

Brand guidelines, also known as a brand style guide, are a set of rules and standards that define how your brand is presented to the world. They encompass everything from your logo and color palette to your tone of voice and writing style.

What is a brand style guide?

A brand style guide is a document that outlines all the important elements of your brand, from the visual aspects like logos and colors to the written aspects like tone of voice and messaging. It serves as a reference for anyone working on marketing or design for your brand, ensuring consistency across all platforms and materials.

Why create guidelines for your brand?

Creating brand guidelines is crucial for maintaining a consistent and cohesive brand image. It helps establish brand recognition, builds trust with your audience, and sets the foundation for all your marketing efforts.

Elements of a brand style guide

A comprehensive brand style guide typically includes guidelines for logo usage, brand color palette, acceptable fonts, tone of voice, and other visual and written elements that represent your brand.

How to create a brand style guide

1. Define your visual style

Start by defining how your brand is visually represented. This includes guidelines for logo usage, brand color palette, and acceptable fonts.

Logo usage

Specify the correct usage of your logo, including size, placement, and any variations that are acceptable.

Brand color palette

Provide a detailed breakdown of your brand’s color palette, including primary and secondary colors, as well as their specific uses and combinations.

Acceptable fonts

Outline the fonts that are approved for use in your brand materials, along with guidelines for typography hierarchy and styling.

2. Craft a written style

Establish guidelines for your brand’s tone of voice, messaging, and overall writing style to ensure consistency in all written communications.

3. Add other elements (optional)

You may also include guidelines for photography style, iconography, or any other visual or written elements that are important for your brand’s identity.

7 best-in-class brand guidelines examples

1. tentree

Tentree’s brand guidelines are a shining example of how to effectively communicate a brand’s mission, values, and visual identity.

2. Wolf Circus

Wolf Circus’ brand guidelines showcase a cohesive visual style and a clear tone of voice that aligns with their brand image.

3. United By Blue

United By Blue’s brand guidelines effectively communicate their commitment to sustainability and environmental responsibility through their visual and written elements.

4. High Horse Coffee

High Horse Coffee’s brand guidelines reflect their brand’s personality and values, creating a strong and consistent brand image.

5. Fenty Beauty

Fenty Beauty’s brand guidelines are a testament to their bold and inclusive brand identity, setting the standard for beauty industry brands.

6. Ben & Jerry’s

Ben & Jerry’s brand guidelines encapsulate their fun and quirky brand personality, ensuring consistency in all their communications.

7. WeWork

WeWork’s brand guidelines reflect their innovative and collaborative brand ethos, providing a clear framework for their brand representation.

3 tips for creating brand guidelines that work

1. Start with your mission statement

Your brand’s mission statement should be the foundation of your brand guidelines. It sets the tone for your brand’s identity and should be reflected in all aspects of your brand.

Mission statement example

For example, “Our mission is to provide sustainable and stylish fashion choices for the modern consumer.”

2. Provide branded templates

Offering branded templates for presentations, social media posts, and other marketing materials can ensure that your brand’s visual identity remains consistent across all platforms.

Examples of branded templates

Include examples of branded templates for social media posts, email newsletters, and any other marketing materials that align with your brand guidelines.

3. Think about social media

Consider including specific guidelines for social media usage, such as image and video guidelines, hashtag usage, and overall brand representation on social platforms.

Social media guidelines

Provide specific instructions for how your brand should be represented on social media, including image guidelines, tone of voice, and engagement strategies.

Create brand guidelines to keep your marketing consistent

Creating a comprehensive brand style guide is essential for maintaining a consistent and cohesive brand image across all marketing channels. It ensures that your brand is accurately represented and recognizable to your audience.

Brand guidelines FAQ

What are brand guidelines?

Brand guidelines are a set of rules and standards that define how your brand is presented to the world, encompassing everything from your logo and color palette to your tone of voice and writing style.

Are brand guidelines the same as a style guide?

Yes, brand guidelines are often referred to as a brand style guide, and they serve the same purpose of maintaining consistency in brand representation.

Why should I create guidelines for my brand?

Creating brand guidelines is crucial for maintaining a consistent and cohesive brand image, establishing brand recognition, building trust with your audience, and setting the foundation for all your marketing efforts.

What should I include in my brand guidelines?

Your brand guidelines should include guidelines for logo usage, brand color palette, acceptable fonts, tone of voice, messaging, and any other visual or written elements that represent your brand.

What are some brand guidelines examples?

Some best-in-class brand guidelines examples include tentree, Wolf Circus, United By Blue, High Horse Coffee, Fenty Beauty, Ben & Jerry’s, and WeWork.