How to Create a Brand Style Guide

Building a recognizable brand is more than just picking a nice logo and calling it a day. It’s about consistency. And if your brand looks one way on Instagram, sounds different on your website, and shows up in yet another version in your emails… well, let’s just say people will forget you faster than yesterday’s news. That’s where a brand style guide comes in.

Think of it as your brand’s instruction manual — a single source of truth for how your brand looks, speaks, and behaves across all platforms. Whether you’re a solo entrepreneur, a small business owner, or managing a growing team, having a solid brand style guide can save you time, money, and a whole lot of confusion.

Let’s break down how to actually create one. No fluff, just the good stuff.

1. Start with Your Brand’s Core

Before diving into colors and fonts, you need to define the heart of your brand. This part might feel a bit abstract, but it’s essential.

Ask yourself (and your team, if you have one):

What do we stand for?
What’s our mission?
What makes us different from the competition?
Who are we talking to?

Write down your brand mission, vision, and values. These are your compass — they’ll help guide every design and communication decision.

You’ll also want to define your brand personality here. Are you playful or serious? Bold or calm? Quirky or professional? A great way to do this is by listing three to five adjectives that describe your brand’s tone. If your brand were a person, how would it talk and act?

2. Logo Usage Rules

Your logo is often the first thing people notice, so it deserves its own section in your guide.

Include:

The primary logo
Any variations (horizontal, vertical, icon-only, etc.)
Minimum sizes (so it doesn’t get squashed or unreadable)
Clear space rules (how much empty space should surround your logo)
Examples of what not to do (like stretching, changing colors, or placing it on a clashing background)

These rules ensure your logo shows up clearly and consistently, whether it’s printed on a flyer or posted on social media.

3. Color Palette

Ever noticed how certain colors just feel like a brand? That’s no accident.

Define your primary brand colors and secondary (or accent) colors. List the hex codes, RGB, and CMYK values so designers and developers can use the exact shades — no guesswork.

You can also include tips on how to combine your colors and which ones to use for backgrounds, text, buttons, etc. A strong, cohesive color scheme helps build instant brand recognition.

Pro tip: Keep accessibility in mind. Make sure your color combinations have enough contrast to be easily readable for everyone.

4. Typography

Fonts may seem subtle, but they carry a ton of personality. Your style guide should outline:

Primary font(s) (for headers, body text, etc.)
Secondary or accent fonts, if any
Sizes and spacing rules (for example, H1 is 32px bold, body text is 16px regular)
Guidelines on when and where to use each font

Also, include web-safe alternatives in case your brand fonts aren’t available in certain programs or platforms.

The goal here is to make sure your brand’s text always looks polished and purposeful — whether someone’s reading a pitch deck or a tweet.

5. Imagery and Photography Style

A picture really is worth a thousand words — if it looks on-brand. Your style guide should describe what types of imagery feel right for your brand.

Ask yourself:

Should our images feel warm and natural, or sleek and editorial?
Are we using illustrations, stock photos, or custom graphics?
Do we prefer flat-lay images, lifestyle shots, or bold abstract visuals?

You can include sample images to help illustrate the vibe, and add dos and don’ts. For example, “Use natural light” or “Avoid overly staged photos.”

This helps your team (or freelancers) choose visuals that reflect your brand consistently — across websites, ads, brochures, you name it.

6. Voice and Tone

This is the secret sauce of your brand identity. Your voice is your brand’s overall personality, and your tone adjusts based on the context.

For example, your brand might always sound friendly and honest (voice), but be more serious when discussing pricing (tone).

Your guide should cover:

A clear voice description (e.g., “Witty and confident, but never arrogant”)
Examples of how your brand sounds in action (taglines, social captions, customer service replies)
Words or phrases to use — and avoid

This helps everyone from marketers to customer support speak the same language. It’s how you make your brand feel like a familiar face in a noisy crowd.

7. Templates and Applications

Style guides are more useful when you connect the dots.

Include real-world examples of your brand in use, like:

Email signature templates
Business cards
Instagram post mockups
Website layouts
Packaging designs

Encourage your team to explore various features within your preferred design tools so they can easily apply brand elements without starting from scratch. Bonus points if you include editable design files, like Canva templates or

8. Keep It Updated

Your brand is a living thing. It might evolve over time — and that’s okay. Maybe you update your fonts, tweak your color palette, or shift your tone to better connect with your audience.

That’s why it’s smart to review your style guide regularly (every 6–12 months works for most brands). Make sure it reflects your current direction and remove anything outdated.

You don’t need to reinvent the wheel each time — just keep it fresh and usable.

Final Thoughts

Creating a brand style guide isn’t just about “looking professional.” It’s about making it easy for anyone on your team to create something that feels like your brand — without second-guessing themselves every five minutes.

Done right, a brand style guide makes everything smoother: your designs, your content, your collaborations. It’s peace of mind in a PDF (or Notion doc, or Google Slide deck — whatever works for you).