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Defining Your Brand and the Importance of a Style Guide
- 1. WEBSITE HI, I’M SAM. www.SomethingSoSam.com TWITTER & INSTAGRAM@SomethingSoSam
- 3. DEFINE YOUR BRAND Princeton researchers found that within 0.1 seconds, people form judgements about the likeability, trustworthiness, competence, attractiveness, and aggressiveness of faces in photos they were shown. What judgement will people form about your brand?
- 4. Elements That Make Up a Brand YOUR VISUAL IDENTITY THE VALUE OF YOUR BUSINESS THE VOICE YOU USE YOUR PERSONALITY
- 5. WHY does your company exist and what do you want to offer? The Value of Tesla WHO IS DOING IT WELL? Your Business
- 7. Your brand voice is the tone in which you speak to and connect with your audience. The Voice You Use Milk Bar WHO IS DOING IT WELL?
- 9. “I don’t think cake should be frosted. I’ve seen how obsessed you can get with frosting a cake, and that time should be spent elsewhere... we’re not in pottery class.” CHRISTINA TOSI Chef, founder, and owner of Milk Bar
- 10. Brands that have a well-defined personality make the product relatable on a personal level. Your Personality Wendy’s WHO IS DOING IT WELL?
- 12. Your visual identity comprises your logo, imagery, typography, colors, and creative design. Your Visual Identity © Grizzlee Martin Foxtail Coffee Co. WHO IS DOING IT WELL?
- 14. INSPIRATION
- 16. BE CONSISTENT This is where a style guide comes in.
- 17. The purpose of having a solid style guide is to ensure brand consistency throughout any collateral you produce – no matter who created it.
- 18. YOUR STYLE GUIDE At the very least, a style guide should include details about your brand’s logo, colors, typefaces, web styles, and any other elements you feel confident enough to define. You cannot be too detailed. What should be in a style guide?
- 19. Logo ● Primary Logo ● Any secondary logos or monograms ● Sizing ● Placement ● Spacing ● Examples showing how not to use the logos
- 22. Colors ● Primary/secondary/tertiary colors ● Limited/single color versions of the logo ● Pantone ● CMYK ● RGB ● Hex
- 24. Typefaces ● Name of any primary/secondary typefaces used in the logo, marketing material, and on the web ● Examples showing the different weights used ● Descriptions of how elements, such as titles or body copy, should be styled (i.e. bold, all-caps for titles, regular weight and sentence-casing for body copy) ● In some cases, typefaces you use in one medium may not be usable or ideal for legibility in another (such as print versus web). Listing out alternative web-safe fonts may be useful as well.
- 26. Web Styles ● Buttons ● Form elements ● Iconography ● Grid system
- 28. Other Element s ● Brand history, values, vision, and personality ● Copywriting style (e.g. words to avoid, tone) ● Photography style (e.g. lighting, composition) ● So much more!
- 30. ALWAY SEVOLVE Both your brand and your style guide are living, breathing entities. You will learn what works as you use it, and you can (and should) always add or adjust the information as needed. The most important thing is to set a solid foundation by creating one. Don’t be afraid to evolve and grow your brand.