Branding: Why are Style Guides So Important?
A style guide, or also commonly called a standards manual, is a set of guidelines for the way your brand should be presented from both a graphic and language. It’s purpose is to make sure individuals create in a clear and cohesive way that reflects the company’s style and ensures brand consistency from design to content.
Brand Consistency
It can't be said enough: Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you.
Inside a Style Guide
Style guides may include a number of important aspects like the following:
A Creative Brief: having a short creative brief outlining your brand identity will help begin your style guide and provide keywords to keep in mind for your designers. If you’re building a website for your florist business brief outlining words like ‘ fresh’ ‘aromatic’ or ‘floral’ or your tagline(s) will provide the imagery you to inspire in the minds of your designers.
Logomark: Your logo is at the centre of your brand identity and the correct use of your logo must be indicated on your style guide. This will include specifications like minimum/maximum sizes, colours fonts, spacing and design variations.
Dos and Don’ts: One way of achieving uniformity in brand with a style guide is illustrating what you don’t want in your design. Having an illustrated list of what not to do will stop designers creating stylistic mistakes in the first place.
Content and Tone: Not all branding is visual design. Although more subconscious, copy and the tone of voice of your company is as important as design itself. Choosing the right tone of voice can really show your personality, and having a style guide that gives rules on how you would like to sound in your message, (and how you would not) is important.
Conclusion
Why do you always buy the same brand of milk or the same brand of pens? Because it's predictable. You know what to expect and you know you will like the outcome.
Developing a seamless look for your brand across your website, social media channels, store and packaging will make consumers feel more comfortable with your brand and make them more likely to purchase from you again.
Helpful Resources:
Style Guides Every Startup Should See
Five Visual Branding Mistakes That You May Be Making
Three Reasons Brand Consistency Is So Important
