How to Create a Brand Style Guide for Your Business
A brand style guide acts like the DNA of your business identity, mapping out how you show up visually and in words across every touchpoint.
As we move into 2025, brand consistency is no longer just "nice to have"—it's a massive revenue driver. Research shows that maintaining a cohesive brand across all platforms can increase revenue by up to 23% by building instant recognition.
Brand Style Guide vs. Brand Guidelines: Clearing the Fog
This comes up all the time: aren't they the same? Almost, but there's a subtle difference:
Brand Guidelines: The "Big Picture." This includes your mission, values, and strategy. It's the why behind your brand.
Brand Style Guide: The "Manual." This is the technical documentation for your logo, colors, and fonts. It's the how of your brand.
At Jungl, we often combine these into one comprehensive "Brand Book" during our Brand Identity Process.
The Vital Ingredients of a Standout Guide
A solid style guide needs to be practical, not just pretty. Here are the must-haves:
Logo Usage: Define clear "safe zones" (the breathing room around your logo) and show unapproved use cases.
Color Palette: Don't just list "Blue." Provide the exact HEX for web, RGB for screens, and CMYK/Pantone for print so your colors look identical everywhere.
Typography: Specify which fonts are for headers and which are for body text. Pro tip: ensure your digital fonts are accessible and legible across devices.
Imagery & Photography: Set the vibe. Is your photography moody and dark or bright and candid? Use our photo galleries for a dose of visual inspiration.
Voice & Tone: Are you the "cool older sibling" or the "trusted expert"? Define the words you use and the ones you avoid.
Step-By-Step: Crafting Your Guide
Ready to roll up your sleeves? Here is our 2025 playbook for building your brand guide:
Audit Your Current Assets: Dig up every logo, photo, and social post. Notice what feels "off" or outdated.
Define Your Core: Before picking colors, nail your mission and values. At Jungl, we kick this off with a "Brand Jam Session."
Set the Visual Rules: Create simple dos and don’ts for your logo and colors.
Lock Down the Messaging: Write sample social captions or email intros to show your voice in action. Check out our guide on defining your brand voice for help.
Create Actionable Tools: Include templates for Canva or social graphics so your team can work faster and stay on-brand.
Share & Train: Don't bury it in a folder! Host an internal launch to get your team excited about the new look.
FAQ: Your Burning Questions Answered
How often should I refresh my style guide? We recommend a "pulse check" once a year. As you enter new markets or launch new products, your brand needs to breathe and evolve.
Is a style guide overkill for a small business? Absolutely not. In fact, small businesses need them more to stand out against big competitors. Even a 2-page guide can save hours of design time.
What if I don't have a designer? Start with the basics: one primary logo, two main colors, and two fonts. You can use tools like VistaPrint templates to get a head start.
Conclusion: Make an Impression That Lasts
When you invest in a style guide, you're investing in your reputation. Ready to stand out? Dive into our first impressions deep-dive, or connect with team Jungl to start building something unforgettable.