What to Include in a Simple Brand Guide for Your Business

Why Every Small Business Needs a Brand Guide

Stay consistent, clear, and recognizable, even as you grow.

A brand guide helps you keep things consistent, whether you’re creating content yourself or handing it off to someone else. It makes sure your visuals, tone, and messaging always feel like you.

Visual Basics: Logos, Colors, Fonts

Start with the visual foundation of your brand:

• Include all versions of your logo (color, black & white, icon-only)

• List your brand colors with hex codes and simple usage tips

• Choose 1–2 easy-to-read fonts like Lato, Montserrat, or Arial

• Add guidance like “use gold for highlights” or “green for headings”

Voice and Style: What You Sound and Look Like

Your brand’s tone and imagery matter just as much as your logo.

• Define your voice (e.g., friendly, bold, polished)

• Write a few example phrases your brand would actually say

• Describe your photo style: bright and airy, people-focused, clean product shots, etc.

  
  

 Why It All Matters

When your brand looks and sounds consistent across platforms, people trust it more.

• Builds credibility and recognition

• Makes handoffs to freelancers or team members easier

• Helps your brand grow without losing its identity

Bottom line: You don’t need to be perfect, just clear and consistent. A simple brand guide helps you look polished, stay on-brand, and build trust over time.