We live in a brand conscious world, in fact, according to some studies India is one of the most brand-conscious countries in the world. But a brand is more than just a logo or a name. Let us study the concept of branding and its significance.

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Introduction to branding.


Branding is a process which involves creating a specific name, logo, and an image of a particular product, service or company. This is done to attract customers. It is usually done through advertising with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. A brand is a name, term, symbol,  or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.  Brands are used in business, marketing, and advertising.

Features of Branding


Branding should be planned according to the targeted audience. No business firm can target the entire population. Business owners should identify the type of people who are buying their products and services. Research should be done on the basis of age, gender, income, the lifestyle of their customers, etc.

The percentage of people who are aware of a brand is known as brand awareness. Well established companies have the benefit of a high level of brand awareness. Brand awareness can be increased with the help of advertisement on TV, radio, newspaper or social media marketing and advertising. Logos also help companies build brand awareness, as people often recognize brands by these symbols or diagrams.

Brand loyalty is the highest achievement or apex of any company. A customer who buys the product of a particular company extensively is known as a brand loyalist. Many consumers prefer using certain brands of clothing, deodorants or tubes of toothpaste, for example. They like how these brands benefit them. Brand loyalty can be build by staying in touch with the customers, asking them for their reviews.


Consistency is necessary for a brand. A brand must remain consistent. Small businesses make numerous promises in commercials and ads about their brands, and consumers expect companies to continue living up to these promises. Their products should also be effective

Solved Examples For You

Q:   Assertion:   In product concept, the focus is on innovating and improving products.

        Reason :  In selling a concept, consumers are persuaded to buy products.

  • Both Assertion and Reason are correct and Reason is the correct explanation for Assertion
  • Both Assertion and Reason are correct but Reason is not the correct explanation for Assertion
  • The assertion is correct but Reason is incorrect
  • Both Assertion and Reason are incorrect

Sol. The correct answer is the option ”a”. Both Assertion and Reason are correct and Reason is the correct explanation for Assertion. In product concept, the focus is on innovating and improving products and in selling a concept, consumers are persuaded to buy products.

  • Bending the customers according to product
  • Marketing planning
  • Product designing and development
  • Gathering and analyzing market information

Sol. The correct answer is the option ”a”. Marketing function types within a larger business might include performing market research, producing a marketing plan, and product development, as well as strategically overseeing advertising, promotion, distribution for sale, customer service and public relations.

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How To Develop a Branding Plan (With Templates and Examples)

January 14, 2022 (Updated: May 4, 2023)

white desktop with keyboard and orange book with the words brand identity on the cover in black lettering

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What Is a Branding Plan?

Is branding important, branding plan vs. business plan, 6 types of branding, how to create a branding plan, 5 sources for branding plan templates and examples.

Branding is a way to set the foundation for a positive business reputation. Learning how to develop and market your brand can help sustain your company and grow your audience so you can do bigger things in the future. On average,  it takes five to seven impressions for people to remember your brand , so creating a branding plan can help make sure you execute certain steps to get as many people to notice your company as possible.

A branding plan is a document that lists the important aspects of your brand identity and how that affects the public perception of your company. It outlines your brand strategy and serves as the foundation and measurement for evaluating all marketing materials to see if they fit with the image you’re trying to make for your company. The branding plan includes not just the visual aspects of the brand like the logo and colors, but information like:

  • A clear description of what your brand represents
  • Consistent brand messaging for audience communication
  • Attainable goals for brand reach and recognition
  • Executable marketing strategies to use to reach your brand goals

Yes, creating a brand that’s consistent, unique, and authentic can separate your business from its competitors. It gives customers a way to connect with your organization beyond the surface level, especially if your brand values align with their personal ones. There are three core components to address when developing a branding plan and strategy. They include:

  • Purpose:  Why your company exists and what services you provide
  • Consistency:  What allows your brand to meet company standards every day
  • Emotions:  What connects your brand to its customers and how you can improve that relationship as your brand grows

Branding plans and business plans can work together to create a roadmap and outlook for your company, but they do have some differences. Branding is all about your company’s reputation, so a branding plan is more concerned with how the public perceives your company. It cares about your messages, your aesthetic visuals, and your company values.

These things also factor into the business plan, but that one has more data about what you may consider traditional aspects of company planning, such as financial information, overall company goals, and staffing or location concerns. It’s difficult to have one type of plan without the other. You need the business plan to make sure the things you need to do in your branding plan are workable. You need the branding plan to execute what you’ve set out in the business plan.

Branding isn’t a single strategy or plan that you can follow and automatically get results. It’s a series of deliberate choices you make to portray your company to the world, and it all depends on your unique company. It’s important to learn about different branding you could engage with to see which one fits your purposes best. You may even find that a combination of some of them may work for your unique purpose. Branding you can use includes:

1. Personal Branding

You may use personal branding to market yourself. This is a popular choice for influencers, public speakers, or others who make their living from turning themselves or their skills into a service. Personal branding is then crafting your public persona for your services. Like other types of branding, it can include the visual aspects of choosing fonts, colors, and logos for your website and choosing ones that reflect who you are and what you do.

2. Product Branding

Similar to personal branding, product branding is marketing your product as unique from others in the market. Consider the potato chip aisle in the grocery store. Essentially, everything there is the same: fried snacks. So what influences your choice when shopping? Probably brand loyalty first, if you already have a favorite. But if they’re out of your favorite, how do you pick a substitute? This is where product branding works. Concepts like color psychology and consumer science may be helpful when engaging in product branding.

Related:   Can Science Affect Your Content Marketing Efforts?

3. Service Branding

Unlike product branding, which focuses more on looks and what’s visually appealing to the customer, service branding may put more attention on what a brand can do for the customers. Take air-condition repair companies, for example. They all do the same thing and there are probably many of them in the same area.

So how do people choose? Usually by what extras or benefits they can get. This is where you focus on what makes your company different from others. Do you offer free estimates? Maybe you work off hours for people that can’t be home during the day. Highlight these attributes in your service branding.

4. Retail Branding

This type of branding focuses on the aesthetics of a brick-and-mortar store. The key is the interior design of the building, from the layout, lighting, decor, music, and displays. The idea, especially for businesses with multiple locations, is to make every location look the same so you instantly know where you’re shopping or visiting when you step inside. This is popular for many retailers. For example, the preteen clothing store Limited Too used dim lighting, flowers, bold colors, and lots of glitter in its retail branding.

storefront of a limited too location within a shopping mall

Image via  Sourcing Journal

5. Geographic Branding

Geographic branding is important if you can tie your business or cause to a geographic location. Pittsburgh brands, for example, use this type of branding to the fullest. All the major sports teams use the colors black and gold, which people associate with the city. The local amusement park,  Kennywood , also uses those colors in its logo. Steel and bridges are also two other popular branding concepts in the area. Geographic branding is important for tourism-type businesses and franchises that start in one location and expand to new ones.

black and yellow kennywood park arrow logo

Image via  Kennywood

6. Corporate Branding

Corporate branding is marketing the organization itself as a commodity. This is popular for many business institutions, like marketing agencies or banks. It aims to share the most important information about the organization, such as the mission and values, price point, and exclusivity for those who use or partner with the group.

Use these steps to create and develop your company’s branding plan:

1. Review the Essentials

Knowing some essential information about your company, brand, and customers can help you create the most effective and targeted plan. These areas include:

Why does your business exist? What do you want people to know about your company and brand? How can your brand influence people’s lives or help them solve problems? Understanding why your brand exists and where it fits into the market can give you important information to influence all your marketing decisions.

What are the core values of your company? What adjectives or attributes do you want your audience to associate with it? You can identify these from your mission statement or other company documents, such as the employee handbook.

Target Audience

Who’s buying from or engaging with your company? Why do they come to you over the competition? What can you learn about them that can influence your branding and marketing decisions? Understanding the people that make up your target audience as a collective and as individuals can help you make branding decisions.

2. Create Customer Personas

Customer personas or profiles are  fictitious representations of potential customers , those most likely to buy from your brand. Companies create personas to get a better understanding of the individuals who seek their products and services, on a more specific level than general demographic reports provide. They often target the “ideal” customers for a brand. Information to collect about your general audience to develop personas includes:

  • Geographic location
  • Household income
  • Hobbies and interests
  • Charity sympathies
  • Reasons for purchasing your product or using your services
  • Intentions for using your products or services
  • Frequency of purchase or use
  • Locations of online activity

3. Do Competitive Analysis

It’s important to learn who you’re going up against in the market to understand how to make your brand different, why people want to come to you, and what you can stress to make them realize it even more. Things to consider when conducting a competitor analysis include:

  • Who are your direct competitors?
  • What elements do they use in their branding, marketing, and advertising?
  • What’s their messaging?
  • Are there things your company offers that others don’t?
  • What are their biggest areas of success and weakness?
  • Who are their customers?
  • What are their messages?
  • What makes their company unique?

Answering these questions can tell you more about the state of the market and where you can fit. It can also show areas of market need where you could insert your company to better help customers. If you’re looking for help with competitor analysis, consider the tool we’ve created at  CopyPress  just for this purpose.

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4. Develop a Brand Mission Statement

A brand mission statement is a tagline that shares your brand values. It’s typically one sentence or not even a full sentence, but a catchy phrase. You can use the brand mission statement to help frame your branding strategy objectives. This type of mission statement may differ slightly from a company-wide mission statement. The brand statement may be shorter and may focus only on certain aspects of the company values that drive the brand reputation.

It typically summarizes the unique qualities you provide your customers and shares what your business is passionate about. The brand mission statement tells customers what they can trust about your company and what they can expect from it.

5. Establish the Value Proposition

A value proposition focuses on the aspects of what makes your brand unique from the competition. It’s a brief description of the qualities that should make your products or services more appealing than others in the same market. It’s important not just to focus on what makes you different, but how those differences benefit your target audience and how the things you provide can improve people’s lives. For example, Target’s value proposition is in the company’s tagline: expect more, pay less. Customers can expect more products and selections from the store than competitors, but also find affordable prices.

6. Choose Your Tone and Messaging

Brand voice is the way your company communicates with its audience and the public. You can establish a brand voice by your word choices, tone, and messaging. Depending on your audience and the type of industry you’re in, you may use a professional, casual, playful, or helpful brand voice. The one you choose may dictate your messaging, such as advertising copy, or the way your representatives respond to comments on social media.

It’s important to keep your brand voice consistent across all channels and departments. This helps to make your company feel cohesive to customers, even if they’re dealing with many representatives while communicating with your business.  Chick-Fil-A  does this with their messaging. When you order, whether at the drive-thru or the counter, all employees welcome guests, thank them for their service, and respond with phrases like “my pleasure” no matter which location you visit.

7. Design a Visual Identity

Branding isn’t just in your words. It’s visual, too. Elements like typography, photography, colors, logos, or design cues help customers get used to and associate certain tangible objects and feelings with a brand. You use your brand’s visual identity across almost all your online and offline channels. Places that may feature these elements include:

  • Digital marketing
  • Social media channels
  • Press releases
  • Storefronts
  • Promotional swag
  • Advertisements
  • Emails and email signatures

Consider a store like Home Depot. You likely associate a square logo, the color orange, and a specific font with the brand. Well-established companies, like Home Depot, often have a brand book that sets specifications on how to keep the company’s visual identity consistent across channels. It may include things like the exact hex code shade for the brand color, specific font names, and the exact dimensions of a logo for use on different platforms.

If you need additional help to create your branding plan document, you may find inspiration from these sources with templates and examples:

  • Canva :  A free graphic design and photo editing platform
  • Etsy :  An online marketplace for artists and designers
  • Examples.com :  An online hub of templates and design ideas
  • SampleTemplates.com :  A template repository for documents in a variety of fields
  • Template.net :  An online resource for fully customizable template files

A brand plan can help you develop an identity that tells customers exactly what they need to know about your company before they interact with your organization. Having one that you can follow and adjust as your brand grows over time gives you the tools necessary to show your best attributes to the public for years to come.

Author Image - Christy Walters

CopyPress writer

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21 Brand Style Guide Examples for Visual Inspiration

Karla Hesterberg

Published: June 29, 2023

Free Brand Style Guide Template

branding assignment introduction

Take your brand to the next level with this free guide + templates.

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Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public.

marketer creating a brand style guide

The best brands stick in our brains because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security. All of this is possible when each member of your team adheres to a cohesive brand style guide.

Free Download: How to Create a Style Guide [+ Free Templates]

In this article, we'll go over what brand guidelines are, the elements of a style guide, and some amazing examples of them in action to use as inspiration for your next branding project or website redesign.

What are brand guidelines?

Brand guidelines, also known as a brand style guide, govern the composition, design, and general look-and-feel of a company's branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral.

Picture the most recognizable brands you can think of. Chances are, you've learned to recognize them because of the consistency across the messaging — written or visual — these brands broadcast. The same brand colors are reflected across them. The language sounds familiar. It's all very organized and, while not rigid, it's cohesive.

Even if you work at a small company, you can also create a brand style guide that takes your company’s visual identity to the next level. But before you sit down to create your branding guidelines, it’s essential to take a step back and define your brand’s mission statement and buyer personas.

These strategic elements will help you dive into the tactical components of your brand style guide later.

Brand Guidelines Mission Statement

Your mission statement is an action-oriented statement declaring your organization's purpose, making it the compass of your brand style guide. It ensures that all your content is working toward the same goal and connecting with your audience. This statement can guide your blog and paid content, ad copy , visual media, and slogan.

You can either include your mission statement within your style guide, create a separate document that you can reference during the creation process, or distill your mission statement into a slogan that you can place at the head of your document.

branding style guide: mission statement

Brand Guidelines Buyer Persona

A buyer persona is a fictional representation of your ideal customer. It includes details on your customer's job title, age, gender, and professional challenges — therefore stipulating for whom your brand publishes content.

Your buyer persona guides your blog content, ad copy, and visual media, which can attract valuable leads and customers to your business.

Download our free resource on how to create your own style guide with brand guidelines templates to follow. Creating a consistent style guide isn't easy, but with these tools you can build an unforgettable one with ease.

Next, we’ll go over a few elements you'd find in a brand style guide and which parts of a brand they can influence.

branding assignment introduction

  • Build your brand
  • Define your voice
  • Set image guidelines

You're all set!

Click this link to access this resource at any time.

How to Create a Brand Style Guide [+ Templates]

Tell us a little about yourself below to gain access today:, the elements of a brand style guide.

A brand style guide encompasses much more than just a logo (although that’s important, too). It visually encompasses everything your brand is about — down to your business' purpose. Here are some key elements that make or break a brand style guide.

Your logo might seem like the simplest aspect of your branding guidelines, but in reality, it’s one of the most complex and most important parts.

In your guide, you should include a visual of your logo, explain its design details, and describe how it can be used by external and internal publishers (with or without your brand symbol, for instance, or with certain spacing requirements).

branding style guide: logo

You should also include wrong usages — i.e, you might advise against rotating the design or curving the font. That way, whether you or someone else is publishing information about your company, your logo looks consistent everywhere.

If your brand is well-known and many outlets publish information about you, you might want to provide an entire document outlining acceptable use policies for your logo.

branding style guide: wrong logo usage example

Color Palette

The color palette is probably one of the most distinctive and recognizable parts of a company’s branding guidelines. It’s the group of colors your company uses to design its brand assets , guiding every piece of visual content created. These color combinations often follow HEX or RGB color codes, and govern your logo, web design, printed ads, and event collateral.

branding style guide: color palette

A brand color palette should not only include your primary color, but also a wide variety of secondary, tertiary, and neutral colors. This will allow you to come up with more dynamic and varied designs in the content creation stage. If you don’t define an array of options, you can run the risk of having your team create content with random secondary colors, which can look inconsistent.

Typography is a visual element of your brand style guide that goes beyond the font you use in your company logo. It supports your brand’s design down to the links and copy on your website — even your tagline. We recommend specifying a primary and secondary font, with a mixture of serifs and font weights for different use cases.

Remember, the goal of your branding guidelines is to empower your people and external stakeholders to create consistent but varied collateral on behalf of your brand. You don’t want to limit them with a single font option.

branding style guide: font and typography

Don’t forget: Typography plays a major role in your website's user experience, so you want to make sure it is visually appealing while also being accessible and easy to read.

Imagery and Iconography

You may be able to only include your logo, colors, and fonts in your guidelines, but if you’d like to create a stronger style guide, consider including approved imagery, pre-designed icons, and custom symbols for your company to use across your website and print collateral.

If your budget is smaller, you can recommend photographic styles (i.e candid versus staged, etcetera), and then direct content creators to your preferred stock photo provider (i.e. Shutterstock, Unsplash). Alternatively, you can commission a company photoshoot at a studio and make the resulting photography available for creative use.

branding style guide: brand symbols example

Symbols and icons can also be a great addition to your branding guidelines. As with photos, you can always find free icons online and recommend what to use versus what not to use — for instance, you might prefer to use outline icons only, and not full-color. You can also commission custom icons from a freelance graphic designer.

Brand Voice

If your company visuals are the flesh and bones of your style guide, your brand voice is the beating heart.

branding style guide: brand voice

The importance of your brand voice can’t be overstated. Whether you want your company’s personality to be friendly and casual, or distant and formal, you want to make it easy for marketers, salespeople, and content creators on your team to know how to represent your brand online. This will ensure consistent messaging across all channels.

You can also include a full editorial style guide. The job of an editorial style guide is to commit an editorial stylebook on how to phrase certain products, list topics the brand can and cannot write about, and other companies it can mention. Your editorial style guide can guide your blog content, video scripts, website and landing page copy, PR talking points, and knowledge base articles.

As you can see, the purpose of the brand style guide is to form and maintain all of the various elements of a company that, when combined, spell out the entire brand as it's recognized.

Intrigued? Check out 21 of the best ones we could find.

Style Guide Examples

  • Barre & Soul
  • Urban Outfitters
  • Love to Ride
  • I Love New York
  • University of the Arts Helsinki
  • Ivy Lane Events
  • Western Athletic Conference
  • Scrimshaw Coffee
  • New York City Transit Authority

Medium simple brand style guide emphasizes usage of its logo, wordmark, and symbol. Medium's logo is the brand's primary graphic element and was created to feel "confident, premium, timeless, and modern."

See the full brand guide here .

medium logo usage guidelines

Image Source

Walmart is one of the world's largest and most recognizable brands, so it's no surprise that its brand guide is extremely thorough.

The guide includes the brand's logo, photography, typography, illustrations, iconography, voice, editorial style, and more. Walmart's color palette is so integral to its brand identity that its primary color is called "Walmart Blue."

example of logo usage in walmart's brand guide

Asana's simple style guide highlights its logo and color palette. It also explains how to properly use the brand's assets.

logo usage examples in asana's brand guidelines

Everyone's favorite video chat platform also has a squeaky-clean style guide for its brand. Skype, now owned by Microsoft, focuses primarily on its product phrasing and logo placement.

skype brand style guide logo and icon usage

5. Barre & Soul

Barre & Soul's brand style guide includes variations of its logo, logo spacing, secondary logos, supporting imagery, and a five-color color palette.

barre & soul brand style guide

Spotify's style guide might appear simple and green, but there's more to the brand than just a lime green circle. Spotify's color palette includes three color codes, while the rest of the company's branding guidelines focus heavily on logo variation and album artwork.

The style guide even allows you to download an icon version of its logo, making it easier to represent the company without manually recreating it.

spotify brand style guide

7. Starbucks

Starbucks' interactive brand style guide includes details about how to use its core elements such as the iconic Siren logo and green color palette.

Plus, the guide features a visual spectrum of how their creative assets can be used across different channels as well as case studies of different seasonal campaigns and product launches.

starbucks siren logo presented in its brand style guide

8. Paris 2024

Paris 2024's brand identity pays homage to the 1924 Olympic Games through Art Deco inspired design. The iconic emblem, color scheme, typeface, and iconography are all detailed in its brand guide. Best of all, designers applied eco-branding methods to Paris 2024's brand materials to reduce the amount of ink and paper needed for physical materials as well as limit the power and data consumption on digital elements.

paris 2024 olympics brand identity overview

9. Urban Outfitters

Photography, color, and even tone of voice appear in Urban Outfitters' California-inspired brand guidelines. However, the company isn't shy to include information about its ideal consumer and what the brand believes in, as well.

Brand style guide for Urban Outfitters with black and white logo variations

10. Love to Ride

Love to Ride, a cycling company, is all about color variety in its visually pleasing style guide. The company's brand guidelines include nine color codes and tons of detail about its secondary logos and imagery.

Color palette for Love to Ride with nine cool colors in circular icons

11. Barbican

Barbican, an art and learning center in the United Kingdom, sports a loud yet simple style guide focusing heavily on its logo and supporting typefaces.

barbican wordmark brand style guidelines

12. I Love New York

Despite its famously simple t-shirts, I Love New York has a brand style guide. The company begins its guidelines with a thorough explanation of its mission, vision, story, target audience, and tone of voice. Only then does the style guide delve into its logo positioning on various merchandise.

Brand style guide for I Love New York with logo and gridlines

TikTok's style guide isn't just a guide — it's an interactive brand book. First, it provides an in-depth look into how it brings its brand to life through design. Then, it gives an overview of its logo, co-branding, color, and typography. At its core, TikTok is a brand that "celebrates the relentless energy, creativity, and expression of [its] users."

tiktok design idea and logo in its brand guidelines

14. University of the Arts Helsinki

The style guide of the University of the Arts Helsinki is more of a creative branding album than a traditional marketing guide. It shows you dozens of contexts in which you'd see this school's provocative logo, including animations.

university of the arts helsinki brand style guide typography

15. Ivy Lane Events

Ivy Lane Events' bold style guide is reflective of the edgy events the company produces. In it, you'll find a mood board with dark, romantic visuals inspired by "victorian gothic style and vintage book art." The guide also details the proper usage design elements such as the wordmark, primary icon, secondary logos, color, and typography.

ivy lane events brand overview

16. Western Athletic Conference

The Western Athletic Conference's brand style guide includes extensive information about its history, mission, and vision. It also highlights its member universities and athletic championships and awards it is involved with. The brand elements include logo, colors, slogan, patch, and more.


17. Discord

Discord's brand guide is as colorful and playful as the communities it serves. The brand's motion elements are based on the dot, which represents the Discord user interacting with others in the communities it belongs to. The guide describes usage of Discord's typography, colors, and icon (lovingly named Clyde).

discord brand and logo usage guidelines

18. Netflix

As far as its public brand assets are concerned, Netflix is focused primarily on the treatment of its logo. The company offers a simple set of rules governing the size, spacing, and placement of its famous capitalized typeface, as well as a single color code for its classic red logo.

netflix brand wordmark guidelines

19. Scrimshaw Coffee

Featuring a six-code color palette, this "laid back," "cool," and "eclectic" brand has a number of secondary logos it embraces in various situations.

scrimshaw coffee brand mood board

NASA's "Graphics Standards Manual" is as official and complex as you think it is. At 220 pages, the guide describes countless logo placements, color uses, and supporting designs. And yes, NASA's space shuttles have their own branding rules.

Red color palette of the NASA brand style guide

21. New York City Transit Authority

Like NASA, the NYCTA has its own Graphics Standards Manual, and it includes some fascinating typography rules for the numbers, arrows, and public transit symbols the average commuter takes for granted every day.

nycta brand style guide typography

Branding Guidelines Tips

If you want to take your branding style guide to the next level, I recommend following these best practices, which the HubSpot Creative team has used to disseminate branding information to the rest of the HubSpot Marketing team.

This has not only made my job as a blogger easier, but also makes our branding feel well thought-out and cohesive.

1. Make your guidelines a branded document.

Whether you’re publishing your branding guidelines online or creating an internal presentation, consider making the guidelines themselves a branded document. Ensure the published document follows your established brand voice, uses the symbols and imagery you’ve created, and employs the colors and typography that makes your brand feel like you.

When our Creative team rolled out a visual identity refresh for the HubSpot brand, we all received access to a branded playbook that summarized all the changes and described how we should represent HubSpot online moving forward. Not only was I a huge fan of the refresh, but also of the way it was presented to our team in a branded document.

You can do the same, regardless of your budget. Our Creative team actually used a free tool, Google Slides — so it’s totally doable for a small or freelance brand!

2. Name your brand's colors.

You’ve already chosen your color palette — why go as far as naming the colors? Giving your colors unique names (aside from “blue” or “orange”) can help you tie the tactical elements of your branding into an overall theme or ethos.

Not to mention that it’s awesome to be able to refer to company colors by a unique name. Imagine if we called Solaris, HubSpot’s primary brand color, “HubSpot Orange” — that simply doesn’t have the same ring.

In our visual identity refresh, our Creative team brightened and intensified our color palette, then renamed the individual hues. They wrote, “Every color, tint, and shade is based on central themes. [...] Whether it’s a subway line in Paris, or a flower-lined street in Japan, the secondary color names are a veritable tour of important cultural and geographical touchstones from HubSpotters all over the world.”

Think about what makes your brand unique, and why you chose the colors that you did. For instance, if you work at a law firm that specializes in car accident cases, you might choose red as one of the brand colors and call it “Stop Light.”

3. Create easy-to-use branded templates.

branding style guide: designed templates

Alongside your branding guidelines should be templates to empower your team to easily design branded assets, even if they’re not designers. At HubSpot, we keep all of our templates in our team’s Canva account. There, anyone (myself included) can edit pre-made designs for any number of use cases.

As a writer on the HubSpot blog, I have to create graphics to supplement the information I’m sharing. The branded templates made by our Creative team have made my work a great deal easier — and I can imagine that it’s the same for our Social Media team, when they need to publish an update on any one of HubSpot’s social media profiles.

Whether you run a small or large business, you can benefit from creating at least one template that could be adjusted to different sizes. Not everyone is a designer, but with templates, you can ensure your brand looks professional no matter who creates an asset.

4. Ensure your branding is optimized for all channels.

branding style guide: different mediums

Your branding guidelines should include different specifications for different channels — or, alternatively, you should have assets and designs that can be adjusted for various channels and mediums. Not only for sizing purposes, but for accessibility purposes, too.

For instance, if you primarily market your brand over Instagram and on your website, then your branding should have web accessible colors, as well as Instagram-friendly designs and sizes. On Instagram, you might want to avoid small, light typography, and so your font should work well for that channel, too.

You don’t want to significantly change your branding from channel to channel; it should work relatively well no matter where you’re marketing your brand.

Build a Memorable Style Guide of Your Own

Once you build your unique brand style guide, customers will recognize your brand and associate it with all the visual cues you want them to. We hope you were inspired by our list of amazing brand style guides and wish you luck in creating a timeless style of your own.

Editor's note: This post was originally published in January 2017 and has been updated for comprehensiveness.

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