A set of brand guidelines is like a rulebook for how your business shows up to the world. It makes sure that whether someone sees your website, your LinkedIn post or your sales deck, they get the same clear message. For business leaders, a brand guideline is a simple but powerful way to keep everything consistent and professional. So, what should a brand guideline actually include?
Brand story and positioning
Your brand needs a clear story. This is not fiction, it’s the reason your company exists, who you serve and what makes you different. In B2B, this story reassures buyers that you understand their problems and can solve them better than competitors. Tip: Write a short statement that answers three questions: Who do we help? What problem do we solve? Why are we the best choice?
Logo rules
Logos are often misused when there are no clear rules. A guideline should show how the logo looks in colour, in black and white, and on different backgrounds. It should also show what not to do (stretching, changing colours, adding shadows). This keeps your brand looking professional wherever it appears.
Colour palette
Colours create recognition. Your brand guideline should include your primary colours (the ones you use most) and secondary colours (used as accents). Include the exact codes (HEX, RGB, CMYK) so designers and marketers can reproduce them correctly.
Typography (fonts)
Fonts shape the personality of your brand. Whether you use a modern sans-serif or a more traditional typeface, stick to a set few. A guideline should list the main heading font, body copy font and any alternatives for digital use.
Tone of voice
Words matter as much as visuals. Your guideline should explain the style of language your brand uses. Are you formal or conversational? Do you write in short, direct sentences or longer, detailed explanations? This helps teams write in a way that feels like “you” every time. Example: Marketing Managed keeps tone simple, clear and direct, avoiding jargon so that busy Directors can quickly grasp the value.
Imagery and graphics
Images are powerful for brand perception. Guidelines should explain the type of images to use (for example: real photography, not stock images, or illustrations with a specific style). Show examples of images that feel “on brand” and those that don’t.
Applications and examples
Finally, include examples of your brand in action: Website mock-ups LinkedIn posts Email signatures Sales decks This gives teams a reference point so they can see how the rules apply in real life.
Why brand guidelines matter
Without guidelines, brands become inconsistent. Different fonts, clashing colours, mixed tones of voice. This confuses customers and weakens trust. With guidelines, every touchpoint builds recognition and confidence. Lucidpress research found that brands with consistent presentation increase revenue by 23%. For any Director seeking profitable customer acquisition channels that scale, this kind of consistency is not optional, it’s essential.
Quick checklist for brand guideline essentials
| Section | What it covers |
| Brand story | Who you are, who you help, why you’re different |
| Logo rules | How to use and not use your logo |
| Colour palette | Primary and secondary colours with exact codes |
| Typography | Fonts for headings, body and digital use |
| Tone of voice | Style and approach to writing |
| Imagery | Style of photos, graphics and icons |
| Applications | Examples in websites, social posts, decks |
A brand guideline does not need to be complicated. Even a simple 10-page document can transform how your business appears. The key is clarity and consistency. When everyone follows the same rules, your brand becomes stronger, more recognisable and more effective at winning business.
Related reading: aligning B2B marketing and sales.
