Last updated: June 2026 • 8 min read
A brand guidelines document (also called a brand style guide) is the rulebook for your visual and verbal identity. Without one, your brand looks different on every platform. Here's exactly what to include in your brand guidelines — and how to create one fast.
Brand guidelines define how your brand looks and sounds across every touchpoint. They're used by designers, marketers, social media managers, and anyone else who creates content for your brand — including AI tools.
Why does your business exist? What problem do you solve? Who are you for? Write 1-2 paragraphs covering your founding story, mission, and vision.
Show your logo in all variations: primary, secondary, monochrome, reverse. Include minimum size requirements, clear space rules, and what NOT to do with the logo.
Document all brand colors with HEX, RGB, and CMYK values. Specify which colors are primary, secondary, and accent. Include usage percentages (60-30-10 rule).
Specify heading font, body font, and any accent fonts. Include weight, size, and line height for each use case. Provide web-safe alternatives for each font.
Describe how your brand communicates. Include 3-5 brand personality adjectives, words you use, and words you avoid. Provide examples of on-brand and off-brand copy.
Define your photography and illustration style. Include examples of approved images vs. rejected images.
Profile image specs, cover image specs, post format standards, hashtag strategy, and tone guidelines for each platform.
Provide ready-to-use templates for common assets: social media posts, email newsletters, presentations, business cards.
Building brand guidelines from scratch takes days. SmartBrandly generates your complete brand guidelines including colors, typography, voice, taglines, and marketing copy in under 60 seconds for $49/month.
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