Article
Brand Guidelines: What a Simple Brand Book Should Include
You have a logo, brand colours and maybe a few templates. But every new poster looks slightly different. One staff member stretches the logo, another uses a random font, and the social media freelancer picks colours that are almost, but not quite, right.
A brand guideline document, often called a brand book, solves this. It tells everyone how to use your brand consistently. It does not need to be a 100-page manual. For most SMEs, a clear, practical document of a dozen pages is enough.
Why SMEs need brand guidelines
Consistency builds recognition and trust. When your website, Instagram, packaging and shop signage all look and sound the same, customers recognise you faster and see you as more professional. Guidelines also:
- Save time when briefing designers, printers and agencies
- Reduce back-and-forth corrections
- Help new staff create materials confidently
- Protect your brand as the business grows
The core visual sections
1. Brand overview
Start with a short summary of who you are: your mission, values, target customers and brand personality. This gives context to every rule that follows. A page is enough.
2. Logo usage
This is usually the most important section. Include:
- All logo versions, such as primary, secondary, icon and single colour
- Minimum size for print and digital
- Clear space around the logo
- Which version to use on light, dark and photographic backgrounds
- Examples of what not to do: stretching, recolouring, adding effects or placing on busy backgrounds
Tip: the "don't" examples are often the most useful part of a brand book. Show real mistakes so people instantly understand what to avoid.
3. Colour palette
List your brand colours with exact values for different uses:
- HEX and RGB for digital
- CMYK for print
- Pantone references if you use them for special printing
Show how colours should be balanced. For example, primary colour for key elements, neutrals for backgrounds and an accent sparingly for calls to action. Include guidance on accessible contrast for text.
4. Typography
Name your brand fonts, their weights and where each is used, such as headings, body text and captions. Include fallback fonts for situations where brand fonts are not available, like emails or documents. Note any licensing restrictions.
5. Imagery and graphics
Describe the photo style that represents your brand: lighting, subjects, colour treatment and mood. Include examples of good and bad images. If you use icons, illustrations or patterns, show the style and how to apply them.
Voice, templates and files
6. Tone of voice
Explain how your brand communicates in writing:
- Three or four personality traits, such as warm, confident and practical
- Words and phrases to use and avoid
- Examples of the same message written on-brand and off-brand
- Guidance on languages, for example when to use English, Bahasa Melayu or both
Our guide to tone of voice in English and Bahasa Melayu goes deeper.
7. Applications and templates
Show the brand in action. Include examples of common materials:
- Social media posts and stories
- Business cards and letterheads
- Email signatures
- Presentation slides
- Packaging, signage or uniforms if relevant
Even better, provide editable templates in tools your team already uses, such as Canva, PowerPoint or Google Slides. Templates make it easy to do the right thing.
8. Contacts and files
End with where to find brand files, such as a shared drive folder, and who to contact for questions or approvals. Keep a version number and date so people know they have the latest guidelines.
Keep it practical and alive
The best brand books are used, not admired. Keep language simple, use visuals generously and share the document as a PDF or online page that people can access easily. Review it once a year and update it when your brand evolves.
If you are building your identity from scratch, start with our article on brand identity basics.
Share it with everyone who touches the brand
A brand book only helps if the right people have it. Send it to every freelancer, printer, agency and staff member who creates materials for you, and ask them to confirm they have read it. Add a link in your briefing templates so it is never forgotten. When you receive work that breaks the guidelines, point to the specific page rather than giving vague feedback. Over time, people learn the rules and corrections become rare.
FAQ
How long should a brand guideline document be?
For most SMEs, around ten to twenty pages is plenty. Focus on what people actually need to apply the brand correctly.
Who should create the brand book?
Usually the designer or agency that created your identity, since they understand the decisions behind it. Ask for it as part of your branding project.
Do I need guidelines if I only have a logo?
Even a two-page summary of logo usage, colours and fonts helps. You can expand it as your brand grows.
A simple brand book keeps your business looking and sounding consistent wherever it appears. Cover the essentials clearly, show examples, provide templates and keep it easy to find.