A brand style guide isn’t just for big companies. It’s a tool that helps any brand — solo, small team, or growing business — stay consistent and recognizable.
Think of it as a cheat sheet for making design and content decisions. When done well, it saves time, strengthens your presence, and ensures everything you publish looks and sounds like you.
Why You Need One
Even if you’re a one-person brand, you’re probably juggling lots of content: website updates, client proposals, Instagram posts, maybe even email marketing.
Without a guide, you’ll constantly be guessing:
- What shade of blue do I use again?
- Which logo version works on dark backgrounds?
- Do we write in first-person or third-person?
A style guide removes the guesswork and gives your brand a strong foundation.
What to Include
No need to overthink it. Start small, and build over time.
Here are the essentials:
1. Logo Usage
Show how your logo should appear — size, placement, spacing, background rules. Include primary and alternative versions (stacked, horizontal, icon only).
2. Color Palette
List your brand’s color hex codes, plus guidance on where and how to use them (primary vs accent).
3. Typography
List your fonts, sizes, and when to use them (e.g., headers vs body). Include web-safe alternatives.
4. Imagery Guidelines
Set tone for photos or graphics. Is your style clean and minimal? Bold and colorful? Stock or custom?
5. Brand Voice Overview
Add a quick profile of your brand’s personality: tone, key phrases, words to avoid. Keep it simple.
Make It Easy to Use
Don’t bury your guide in a PDF no one opens. Make it accessible — especially if you work with designers, writers, or collaborators.
Notion, Google Docs, or even a shared folder works.
Include examples for each section. A screenshot of your homepage. A before-and-after voice edit. A sample post layout. The clearer, the better.
Evolve As You Grow
Your style guide isn’t a one-time project. Revisit it every few months, especially after a rebrand or major content shift.
Add new brand elements as you go: email signature templates, slide decks, or packaging samples.
The goal? To make staying consistent effortless — even as your brand evolves.
Want Help Creating Yours?
We help small teams and solo founders build smart, scalable brand systems — starting with a simple, usable style guide.
🧭 Next in this series: Choosing the Right Brand Colors and How to Use Them
