Brand Style Guide – Maintaining Your Company’s Image


A brand style guide manages the output of your company’s image into things like advertising and articles. It also informs employees of what is expected of them. Here are some ways you can boost the effectiveness of your guide.

What Is a Brand Style Guide?

A brand style guide is a document explaining an organization’s ideal brand guidelines. A brand style guide ensures acceptable use of themes, logos and tone. It informs company employees how to conform to organizational standards of media when working on projects.

Here’s an example of a brand style guide use-case. X company wants to advertise a new product, and they choose to hire a creative marketing company to make the ad for them. Company X needs to ensure that the creative marketing company knows what type of style and tone the advertisement should represent. Therefore, Company X sends them a brand style guide so that they will build an ad that fits the correct style of Company X’s brand.

What Is the Purpose of a Brand Style Guide?

A brand style guide helps companies maintain brand consistency throughout all campaigns, projects and advertisements that communicate with their target audience. It not only upholds the correct tone of your company to your target market, but it also informs and reminds employees within the company of brand standards.

A screenshot of a digital style guide.
A brand style guide maintains brand consistency.

Ways to Improve Your Brand Style Guide

In the past, companies sent out a PDF to employees and externals. This outdated, inefficient practice has been replaced by systems that let companies maintain brand by sending out one simple link. And this link acts as a permanent brand style guide it’s never sent out again, and it automatically updates.

Check out Canto’s Dynamic Brand Style Guide

Analysis of content and results is vital to branding. If the data review returns less than favorable results, it might be time to update or change your guide. Keep a structured schedule to regularly check the quality of your brand style guide.

How to Keep Your Brand Style Guide Relevant

A brand style guide needs to keep up with the evolution of your company. As your brand progresses, your brand style guide should be updated to match the new standards being set. As a result, employees need periodic advisory and education.

A screenshot of a digital brand style guide options screen.
A digital brand style guide evolves with your company.

A private digital system keeps employees aware of new changes to the guide. It also ensures they use the correct brand colors, logos and messaging of your brand. These systems help everyone work in unison and stay on brand. Make sure your company is taking advantage of a public or digital style guide on its systems.

Follow a structured routine in regards to updating and changing your brand style guide. This will ensure maximum effectiveness of the guide and maintenance of your brand.