For some, a slightly different colour tone or a ‘close enough’ font would go unnoticed (or even ignored), but what ends up happening over time is that you eventually have so many ‘tones’ and varying font types that you’ve drifted so far from what your brand initially was meant to look like. And aesthetics aside, you’ll probably drift so far away from the message you had also initially intended to communicate.

This is why when we talk about things like foundation and building blocks, a Brand Guideline (or a Brand Identity/ Corporate Identity/ Brand Style Guide – there are many names, but it’s the same foundation) is the BEST place to start. It is here where you have an opportunity to clear up your vision for your brand, point out the things that inspire you and take note of subtle meanings in your brand’s story.  

We take all these things and refine them. Packing them nicely into one single document that can be used for future reference when creating anything brand related. Not only does this guarantee alignment across all your brand touchpoints, but it’s also really helpful for onboarding new employees or introducing someone to your brand for the first time.

A good checklist to follow for you to complete your Brand Guideline is this: