The Importance of Brand Guidelines

You have a logo for your business and that's a great start, but your logo alone will not communicate all the key components of your brand. You need your brand to work hard for you to attract skilled people to join your team and differentiate your business from the competition. Introducing brand guidelines into your business defines your brand identity and outlines the appropriate use of your brand assets. Without clear brand guidelines, your branding won't effectively work for you.

Brand Guidelines is an important resource and contains essential building blocks that can help your brand tell its story and engage and interact with your audiences. There are many design components that need to be considered when creating or defining your brand guidelines. Without them your brand is simply a logo, with no defined personality or way to express itself.

The Brand Guidelines acts as a go-to-document defining how your brand communicates through design across different platforms, Social Media, Print and Digital Advertising, Direct Mail, Corporate Literature, Website and so on. It also outlines the tone of voice used across all visual and written communication. It can also be used as a guidance for your marketing team to do their job more efficiently or to help when briefing out projects to an agency like neoseven marketing.

At neoseven marketing, we consider the essential brand building blocks to be:

Brand Strategy - In many instances branding is not given top priority, the reality is though, your brand strategy is as important as the products and services you sell.

How consumers perceive you as a company, your products or services can be surmised as your brand. The way in which you interact and communicate with consumers should be guided by your brand strategy. This in essence means as a business you should define at least your mission, vision, position statement, brand identity and tone of voice.

Company logo – the singular most important visual representation of the brand

Colour palette – colour defines a brands personality and helps set you apart from the competition. This highly visual aspect of the brand also help with positioning, brand recognition and awareness.

Typography – this is more than just the fonts used on your website or product brochure, is a crucial part of design and branding. It involves arranging all the typographic elements in your design, the contrast, the hierarchy, the choice of font, sizes and whitespace. When defining your brand identity, you must maintain a level of consistency especially with your typography. Your typeface can make your brand look modern, innovative, tough or romantic.

Image bank – brand imagery is the fastest way to communicate with your audience and show them who you are and why they should trust your brand. Again, it is a key part of your brand identity and if not considered for each different platform can be harmful to your image. Think about the number of different platforms consumers use today, Instagram, facebook, Twitter, website view desktop, tablet and mobile, A4, A5, portrait and landscape…and the list goes on.

Your image bank will not only house your images and videos but have them cropped and saved to fit each channel.

Tone of voice – Your tone of voice expresses how you speak to your customers and potential customers across all written copy. It is important that this is defined and remains consistent throughout. It also guides anyone who writes content for your brand as to the language they can and can’t use. This is very useful for new employees so they can quickly identify what you stand for as a business.

Brand Guidelines Kit

We develop and create bespoke Brand Guidelines Kits to help businesses define a set of rules for a unified brand identity and connecting the different elements within your brand. For a fixed fee we will design and create a company logo, define the colour palette, typography, image bank, brand communications templates and stationery suite.

What's Included

Company Logo*
When originating a new logo we consider the following:
How the logo looks and works within the brand communication channels*
How the logo works at a smaller sizes*
How the logo works in mono / single colour / reversed out of a background or image*
How the logo represents itself in different shapes / forms, e.g. social channels*
How the logo works with a strap line*
How the logo integrates with additional partner logos*
How the logo should and should not be used*
The logo supplied in the various designs and required file formats*

Colour palette*
When originating a new colour palette we consider:
A colour palette that has rationale and relevance to the brand and its proposition*
How the colour palette works across print and digital, matching Pantone special printing, 4 colour printing / digital printing, RGB and Hex colour values*

How the colour palette works, defining primary, secondary and supporting colours*
How the colour palette works across typography/ logo and examples of use of colour*

When originating a new typeface family we consider:
The correct typeface/ font family to reflect the brands tone of voice*
How the typeface reflects the brands tone of voice typographically, font weights, font alignment and suggested typographic style examples*
Supporting typefaces to support restricted font usage software i.e. Word, Power point*
Full recommendation of license software for each font including web safe fonts*

Image bank*
When originating an image bank we consider:
The images chosen recommended and reflect the brands tone of voice*
How the image is used and cropping recommendations across multiple channels*
How the images can and cannot be used
Guideline recommendations on choosing future supporting images*
Any image retouching treatment recommendations, i.e. images only to be used black and white, product cut outs, how shadows look under products etc*
(any images requiring retouching would be costed as a separate project)

Brand communication templates
Key brand communication templates to be included in the Brand Guidelines for future direction on producing brand communications

Stationary suite templates & artwork
Business cards, letterheads, compliment slips, invoice and supporting finance stationary

We are also able to help you develop your brand strategy establishing your tone-of-voice and brand positioning, understanding and defining your target audience and helping you create a communication plan.

Brand Guidelines are developed bespoke for each brand and can be added to and evolved over time, the amount of brand information in a Brand Guidelines Kit is totally up to a client and the brand requirements.  However, would always recommend at the very least, you start your new brand off with a Starter Brand Guidelines Kit, which includes everything mentioned above shown with an *

Starter Brand Guidelines Kit from only £1500

Get in touch:

Hey we would love to treat you to a coffee, or a soy latte and hear more about you and your branding wish list. Drop us a line or send us an email and we will get right back to you.


15 Half Moon St, Mayfair W1J 7DZ

7 St Johns Rd, Harrow HA1 2EY

0203 4754 050

neoseven marketing


Do you know what motivates consumers to purchase your product or service instead of your competitors? There are many answers to this question, but the one that stands out to us is the understanding that consumers today are very selective of the brands they use. They are attracted to or put off by the look, feel and perceptions they have of brands. With so many marketing messages jumping out at you, decision making is delayed and the purchase decision is made based on how your brand make them feel. It is a key focus of ours to listen your audience, understand their desires and what drives them to purchase. Our purpose is to help you give them what they want.


Whether you are launching a new brand, re-branding or refreshing your brand identity, consistency is key. Transforming your idea into a business and your brand into household name requires marketing focus a deep understand your target audience and competitive landscape. Your brand is more than just a name, logo and colour palette, it defines your business and develops a personality and relationships with consumers. Take control and create a brand personality that you will be proud of and your customers will be happy to be associated with. Every brand, regardless of size should invest in planning and creating a consistent experience via all communication channels.


Maintaining brand consistency is not an easy job, having clear brand guidelines will help communicate your brand messages in your tone of voice. This will also help define your brand personality and image which will be evident through everything you do as a business. A Brand Guidelines Kit provides the blueprints needed by your sales and marketing teams to maintain your identity, which forms brand perception. We work with our clients to help them grow their business through developing a clear strategy around their objectives, resources and budget. We offer continuous support to help you and your brand remain top of mind, relevant and engaging via all communication channels.

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