What's Actually Inside Brand Guidelines
(And Why They're Not Just a 'Nice to Have')
You hear designers going on about branding guidelines constantly:
"They're so important!"
"They help with consistency!"
"They make it easier for you to design!"
And I bet you spend most of the time screaming "HOW?!"
So here's a breakdown of what to include in your branding guidelines and why it matters - whether you're DIYing or working with a designer.
THE FOUNDATION STUFF
Mission, Vision & Values
I know you really want to skip straight to picking colours, but you have to start with a foundation and work up. Sorry!
Here's your chance to have a good think about:
Your purpose - why does your company exist?
Who are your ideal clients?
What problem are you solving for those clients?
How will you serve your clients?
What are your business goals and aspirations?
Where do you see your business going?
What's important to you?
How do you want your business to be perceived?
Write it all down. Everything. You may find things you've missed or hadn't even thought of - and that's okay. This deep dig gives you clarity and focus, which makes everything else fall into place.
Personality, Tone & Language
Decide on your brand's personality:
Friendly, professional, innovative, ethical, traditional, creative, serious, young, mature, fun - or anything else that fits you.
For your tone, think about how you want your overall brand to sound. I know that sounds odd when some of it is visual, but it's about ensuring consistency. If you want to be friendly and approachable, that feeling should come through everywhere.
Then think about language: Will you be formal or chatty in your written communications? Be honest - being yourself is the most important thing.
Why This Foundation Matters
There's no point starting in the middle. If you don't know WHO you're talking to and WHAT you stand for, building everything else will feel really difficult. You'll second-guess everything, redo it over and over, and never settle on a design. Start here, and the rest becomes so much easier.
THE DESIGN STUFF
Logos (Primary, Alternative, Brandmark & Favicon)
Even if you're DIYing and just popped into Canva to create a logo, now's the time to think about how it works and how to use it properly.
Here's what you need:
Primary Logo – Your main logo, the most recognizable stamp for your brand. This is what you're building your visual identity around.
Secondary Logo – An alternative version for times when the primary won't work. Elements might be arranged differently - horizontal versus stacked, for example.
Brandmark – A simplified version of your logo. Maybe just a symbol or initials - something still recognizable as you, just smaller.
Favicon – "A what with the where now?" It's that little symbol that appears in browser tabs. A great way to add a splash of your brand wherever you can.
Clear Space – Think about the space around your logo. You're showing off your stamp - you don't want other elements crowding it. Give it room to breathe.
Incorrect Usage – Document what NOT to do with your logo (stretching it, changing colors incorrectly, placing it on clashing backgrounds). This keeps it looking professional everywhere.
Colours (Primary & Secondary)
Here comes the fun part! Choose your main 2–3 colours for your brand, plus 2–3 complementary colours.
You'll choose these based on your ideal clients, industry research, competitor analysis, photo inspiration, and honestly? Pick something you love that shouts "This is me!" Or if you prefer pastels, something that whispers "I'm over here looking sophisticated."
Yes, there's colour psychology. Yes, there are industry standards. But let's be honest - you're a rule breaker, and that's okay. The right colours will repel people you don't want to work with and attract your people. "Yes, please, more of that!"
Your main colours are the backbone of your brand. Secondary colours add personality (or as designers say, that je ne sais quoi).
Fonts (Primary & Secondary)
Choose your primary font with care.
Honestly? Again, pick something you like that speaks to you. If you're fun and bold, look for something curvy. Pick a font that matches your personality.
Clear Sans Serif fonts work brilliantly for readability: Poppins, Open Sans, Source Sans Pro, Roboto, Inter, Lato, Nunito, Montserrat.
Want something more elegant? Serif fonts like Playfair Display, Merriweather, Source Serif Pro, Crimson Text, or PT Serif are beautiful - but keep these for headers and pair them with a Sans Serif for body text.
Script/decorative fonts? I'm a fan of elegant curvy fonts, but limit their use. They work great as background text or accents, but avoid them for main text - readability matters.
Secondary font: If you work with a designer, you may get a backup font for when your main font isn't available. If you're DIYing in Canva, your chosen font will likely be available everywhere you need it, so don't worry too much about this.
Images
Think about the photographs you want to use. Ideally, these are images of you or your work in your brand colours. If you don't have professional brand images yet, stock images are absolutely fine. I know people say otherwise, but you have to start somewhere - don't be scared to use them.
Just choose wisely: make sure the colours match your brand and the images match the vibe you're going for.
Shapes, Patterns & Textures
Choose shapes, patterns, and textures (if you need them) to use alongside your brand. Browse through options on Canva and pick ones that stand out and make you feel happy - but make sure they align with your overall brand style.
Icons & Illustrations
Decide how you want icons to look and stick with that style. For example, if you have circular icons filled with colour and white symbols inside, keep all icons consistent. Nothing looks more amateur than mismatched icon styles.
Illustrations are optional. If they're not on brand for you right now, that's fine - no pressure. But if you do want them, keep them consistent so they all look cohesive.
Why the Design Details Matter
Defining your brand colours, fonts, and visual elements gives you that consistent, polished look that makes people think "They know what they're doing." It doesn't stifle creativity - it ensures every step you take champions your brand, builds trust, and creates recognition.
BRAND IN ACTION
How Your Brand Looks in the Real World
This is where you think about practical applications:
Where will your logo appear?
How will social media posts look?
What about documents and presentations?
Maybe even business cards or packaging?
This section gives you creative freedom while maintaining design consistency across everything.
Ready to Create Your Guidelines?
Hopefully, branding guidelines feel less scary now! When you work with a designer, they'll be more in-depth and help you fully embrace your new brand.
If you're not ready to work with a designer yet, that's absolutely okay - you can DIY these guidelines and I can help. Download my free editable Canva template with all of this built in to get you started.
