How branding guidelines build a company's identity

Posted in IRM News

Branding guidelines

  • Branding guidelines set a strong corporate identity across all communication assets.
  • They provide instructions on particulars, such as logo usage, visuals and copywriting.
  • They ensure consistency in conveying a company's message to audiences.


Branding guidelines are essential tools for a company. They provide instructions on particulars, such as logo usage, visuals and copywriting, to maintain consistency across communication assets. These directives ensure that team members and the brand as a whole convey a unified message to their audiences.

Consistency in branding is crucial as it significantly influences how the general audience perceives the organisation. Ultimately, this helps the business make a strong impact on its target audience.

The specific directions can vary depending on the company and its branding needs. Here are common types of information you might expect to find in a brand guideline document:

1. Brand introduction and overview

  • A brief overview of the company's mission, vision, and core values.
  • The tone, overall image, and manner in which its brand should be presented and communicated to its audience.
  • The significance of maintaining a coherent brand identity.

2. Logo usage

  • Clear parameters on how to use the company logo, including size, placement, spacing, and background colour considerations.
  • Rules for using distinctive versions of the logo (e.g., full colour, one-color, monochrome) in several contexts.

3. Colour palette

  • The specific colours to be used (e.g., Pantone, CMYK, RGB, HEX) to maintain brand integrity in print and digital materials.
  • Provisions on when and how to use primary and secondary brand colours.

Branding coloursBranding guidelines include the company's colour palette.

4. Typography

  • The various typefaces and font families to use for a range of materials and platforms.
  • Methods for font sizes, line spacing, and paragraph formatting.

5. Imagery

  • Usage of the company's own images, graphics, patterns, and icons. Applying visual elements associated with the brand creates a sense of familiarity and trust.
  • Descriptions for the types of images and photography styles that align with the brand.
  • Guidance on image resolution, cropping, and any filters or effects that should be applied.

6. Copywriting

  • Strategies for the brand's communication style, including tone, language, and messaging. A well-crafted copy can differentiate a brand from its competitors and position it uniquely in the market. 
  • Recommendations for addressing the target audience and presenting the brand's personality.

Branding visualsBranding guidelines identify the company's visual elements.

7. Digital assets and marketing collateral

  • Procedures for creating and using digital assets, such as websites, email templates and social media profiles.
  • Specifications for the design and layout of marketing collateral, such as annual reports and presentations.
  • Rules for maintaining coherence in the design of marketing materials.

8. Examples and visual references

  • Visual examples illustrating correct and incorrect usage of brand elements.
  • Real-world applications showcasing the brand in action.

9. Brand restrictions

  • Particulars on what not to do with the brand, including altering the logo, using non-approved colours, or misrepresenting the brand in any way.
  • Premises regarding trademark usage, copyright, and any legal disclaimers required for specific industries or regions.

10. Updates and contact information

  • A section describing how updates to the brand guidelines will be communicated and who to contact for questions or clarifications.

Branding websiteBranding guidelines align aspects of the company website and digital assets.

From vision to visuals

A well-constructed brand guideline document serves as a comprehensive resource for ensuring consistency in how a company presents itself online and in other digital mediums. This document is invaluable in maintaining a strong and recognisable brand image across all interactions with stakeholders and investors.

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