You have a logo, some brand colours and a font you like. But the website uses one shade of blue, the van another, and the social media posts a third. The flyer someone made last month uses a completely different font. It is a common situation, and it slowly makes a business look less professional.
A brand style guide solves that. It is a short document that explains how to use your brand, so everyone who creates something for your business gets it right. This guide explains what goes in one and whether a small business really needs it.
What a brand style guide is
A style guide, sometimes called brand guidelines, is a reference document for your visual identity and, often, your voice. It sets out the rules for using your logo, colours, fonts, imagery and tone. It can be a two-page PDF or a detailed booklet, depending on the size of the business.
Does a small business need one?
If more than one person creates anything for your business, including staff, a printer, a signwriter, a web developer or a freelancer, a simple style guide saves time and prevents mistakes. It is also useful when:
- You have just finished a new logo or brand refresh.
- You are about to order signage, uniforms or vehicle wraps.
- You create your own social media graphics.
- You are briefing a new website. See how to write a website brief.
A sole trader who does everything themselves may not need a formal document, but a one-page summary is still handy.
What to include
Logo
- The main logo and alternative versions, such as horizontal, stacked, icon only, white and black.
- Clear space: the minimum empty area around the logo.
- Minimum size, so it stays readable.
- What not to do: stretching, recolouring, adding effects or placing it on busy backgrounds.
Our guide to logo files explains which formats to keep.
Colours
- Your primary and secondary colours.
- Codes for each: HEX and RGB for screens, CMYK for print and Pantone if you need exact matches.
- How colours should be used, such as which colour is for buttons or headings.
- Text and background combinations with enough contrast to be readable.
Typography
- Fonts for headings and body text, with fallback fonts for email and documents.
- Basic sizes and weights for web and print.
See choosing colours and type for how to choose them.
Imagery
- The style of photography you use, such as natural light, real people and real work.
- Examples of images that fit, and ones that don’t.
- Any graphic elements, patterns or icons.
See real photos vs stock images.
Voice
- Three or four words describing how you sound.
- A few before-and-after examples.
- Words and phrases to use and avoid.
See how to define your brand voice.
Examples in use
Show a social post, a business card, a website section or a sign using the guidelines. Examples are often more useful than rules.
Keep it practical
- Short beats long. A guide people actually read is better than a thorough one nobody opens.
- Store it where people can find it, alongside your logo files and templates in a shared folder.
- Update it when your brand changes.
- Pair it with templates, so following the guide is the easy option.
Want a style guide for your brand?
Madexify creates brand style guides, logo packs and templates for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip, sized to how you actually work. See our branding and visual identity services, or contact us to talk about your brand.
This article is part of our Small Business Branding Guide. Browse all our guides on the guides page.
