• July 22, 2023

How to Create an Impactful Brand Guideline in 2023: Step-by-Step Process

8 minutes to read

How to Create an Impactful Brand Guideline in 2023: Step-by-Step Process

“A product can be quickly outdated, but a successful brand is timeless.” –Stephen King.

Take Cadbury as an example of such branding that understands its customers’ needs & the beauty of the occasion to promote its product. Whether it is Diwali, Raksha Bandhan, or any other special event, the variety of chocolates of this brand fixes everything for us.

A brand guidelines service can be the lifeline of your business; it shapes public perception, attracts supporters, and sets you apart from competitors. You can imagine any brand and its associated elements, such as the logo, typography, color scheme, etc. For example, in McDonald’s, even your small child recognizes their stations for their vibrant colors sign.

You will understand that designing a logo or suggesting the ideal name is not the only task the brand guidelines service provider offers. When you keenly observe these brands, you’d see that a lot happens in the background during the creation and keeping consistency to align oneself with customers and leave an imprint that lasts forever.

However, some business owners need to gain the knowledge to create a brand that fascinates customers. For them, we are explaining how to build a brand that encourages customers to return because companies of any size and sector must have impactful brand guidelines to create robust brand value.

Understand where to place your eggs

First, consider who your brand is for before you can figure out how to create one. Although it is simple to bypass this phrase when developing a brand, the truth is that multiple individuals gravitate to different tones, visuals, and brand personalities. You’ll have far less issue creating a brand that bonds and interacts with consumers if you start by researching their interests or requirements.

Creating a user persona, a fictional portrayal of your ideal consumer is one of the finest market research methods.

How to make one is as follows:

  • Evaluate the demographics of your current clients, including their age, region, and gender.
  • Investigate competing brands and analyze their clientele.
  • To comprehend your client’s demands, interests, pain spots, and behavior patterns. Do user research, interviews, and surveys.
  • Create a customer persona based on the common traits discovered with your research process.
  • Make several personas to examine how each subgroup fits with various items, going above and beyond.

Once you know your target audience accordingly, you can use your resources at the correct places.

Set clear brand voice & values

Understanding the target audience also helps in determining where your brand will stand. You have to pick your voice & values before entering the business world that will express your aspirations for the company. This declaration will guide other branding initiatives, so it must be consistent with your strategic goal and fundamental beliefs.

Although there is no set formula, the following can assist you in defining the objectives and principles of your company:

  • Vision: Write phrases that clearly state the company’s goals for the future.
  • Mission: Describe the effects of items on the clients and the steps necessary to realize the vision.
  • Values: Establish the values and code of conduct that all employees should adhere to daily.

A mission or goal statement is more for company culture than marketing activities targeted at an audience. Don’t spend too much time to make your goal statement catchy; you’ll have time to develop marketing messaging later.

Nike, for instance, has the catchphrase/tagline “Just do it,” but its goal statement is less eye-catching: “To bring inspiration and innovation to every athlete.” All of the company’s operations, including product development, sales, and marketing, are guided by this aim.

Name the brand

Name is one of your brand’s distinguishing characteristics. It can convey all the information your customers require about you in one word. It can be a meaningful word like Master Card or an imaginary name like Adidas or Pepsi.

To be sure you won’t have too much competition, Google the name and similar variations before deciding on one. By picking a name that is similar to one of your rivals, you run the risk of losing customers to them.

Develop your company’s aesthetic and logo

The logo is one of the first things consumers will notice about your company. You must create an appealing one because it visually represents your brand.

There are various factors to take into account because a logo frequently combines a variety of aesthetics. Your choice of color scheme, font, and artwork are three efficient design components in creating a logo.


A specific message can convey through the use of colors in branding. When designing your logo and brand, be aware of the psychological effects of color. The emotions you want to evoke in consumers through your brand can clarify through your research on color theory.


Pick a font that accurately captures the tone and spirit of your brand. As much as color and pictures, fonts convey attitude and brand personality. A large, bold font suggests power. Serif fonts are often linked to authority. A script font can communicate to customers that your brand is more humorous.

Also Read: The Process of Logo Designing at Granth Agency


A few standard picture formats are used for logos. Pick an option that supports your marketing and business objectives.

  • Mascots typically represent a person or an animated image. Through familiarity, this sort of logo helps to humanize a company. Remember the famous big mustache man who symbolizes MDH Masala?
  • Emblems like the Starbucks Siren, circular frequently, blend text and images.
  • Abstract logos place more emphasis on form and color than meaning; the latter develops after customers link the former with a brand. This kind of logo is well-represented by the Airbnb, NBC, and Google emblem.
  • Monograms use one or more letters from a brand name to produce a sign called lettermarks, for example, Hewlett-Packard (HP), LG & Chanel.
  • Wordmarks feature a brand’s name; no other icons or mascots. These logos, like the Coca-Cola one, emphasize text and color.
  • Icons serve as a brand’s pictorial representation. The tweet component of the social media network is the Twitter bird. Another illustration is the Burger King logo, in which the name appears in place of the meat between the burger.
  • Combination logos combine elements, such as text and an image or icon. It is perfect for companies who believe their logotypes contribute equally to their brand identity. The Domino’s Pizza logo once had a distinctive arrangement of wordmarks inside the emblem.

Seek an idea from a well-known source and create something distinctive but instantly recognizable to connect your brand with a particular product.

Create a tagline or a catchphrase

A memorable catchphrase is essential. It must be short but accurate to be effective in places, including your website header, email signature, and bio on social media. In addition to being brief and catchy to remember, your slogan must align with your branding initiatives. Even though your brand line is unforgettable and attractive, if it contradicts other aspects of your branding, it may create confusion among consumers’ beliefs.

What you are willing to achieve will determine the type of slogan you use. Redbull promotes its beverage by using the metaphor “Redbull gives you wings” to suggest that it can boost one’s energy. Nike’s catchphrase “Just do it” highlights its inspiring brand ethos.

The smartest tagline will provide information about your company that your target market needs to know while offering you another distinctive quality to strengthen your brand.

Story of brand

Using stories in your marketing is a terrific method to engage with customers since they bring people together on a personal level. Whether it is Google or Apple, every brand has its back story to tell its customers so they can create a bond with them on the same level.

Effectively integrate the brand

It’s time to integrate your brand consistently across your organization once you’ve laid the groundwork for it. Develop a manual to guarantee that your voice and presence are consistent across all channels. Give examples of how you want your brand to speak, appear, and perform. Every social media post, marketing initiative, and website design of your brand should showcase its distinctive qualities.

When you build a powerful brand, consistency is essential. Your organization will seem more recognizable to your consumers if you maintain your brand personality online and offline. Additionally, continuity makes your brand seem more dependable and stable.

Developing a brand style guide is crucial for every old and new business in this competitive era. Creating a brand image gives your clients a genuine connection point. It draws customers in, distinguishes you from the competition, and converts casual customers into enthusiastic brand evangelists.

Never undervalue the significance of brand development because an expert brand manual service provider in India may change the destination of your business. Contact us for your queries and brand-related services.

How to Optimize Your Website for Local SEO: Step-by-Step Guidelines and StrategiesClick-Worthy Content: How to Create Truly Engaging Content
Founder & Content-chief

Entrepreneur | Ambitious Writer | Helping businesses meet their branding and advertising needs through a content-driven approach

Portfolio 2024