Style guides - what they are, why you need one and at what stage you should get one.
Style guide, brand book, brand guidelines - you’ve heard the terms, but what are they and why do you need one? Isn’t that something only big companies use?
WHAT is a style guide
A style guide is a document that holds all your visual branding information. It includes things like your logo, fonts, colour palette and visual assets. It also includes HOW and WHERE to use these elements to create a consistent visual brand.
WHY you need a style guide
Do you know how to quickly tell the difference between a professional-looking operation and a DIY one? Consistency. Yep, that’s right, consistency is key. Consistent colours, fonts and graphic elements communicate stability and create brand recognition. It increases customer loyalty and trust because your customers feel that they can rely on you to deliver a seamless experience.
WHEN to get a style guide
A style guide is essential for all stages of business, from solopreneur DIYers to multinational big businesses.
Stage 1: You are creating all your marketing materials.
If you are your own in-house graphic designer (and marketer, copywriter, web designer, the list goes on) then you’ll be creating all the marketing materials for your business. You might feel confident doing this, but in my experience, most of my clients feel overwhelmed and unsure of where to begin. Having a set of guidelines to follow eases that stress, and allows you to create materials that look professional and consistent. You can even create your own DIY style guide to keep yourself on track.
Stage 2: You are contracting a freelance designer to create your marketing materials.
As savvy as us freelancers are, it is very difficult to pick up on the overall visual branding from a folder full of assets and a few social media posts. Having a style guide will save both you and your freelancer time as there won’t be multiple back and forths trying to nail the look. Instead, it will be consistent from the get-go. It also means that you can use multiple freelancers and be confident that your marketing materials will look consistently on brand across the board.
Stage 3: You are hiring an in-house designer to create your marketing materials.
You’ve hired your very own graphic designer, but instead of them jumping in feet first, they are wading through random files trying to discern the brand’s style. A style guide is essentially an onboarding document for your visual branding. It may evolve and change now you have a permanent designer, but it’s the best place for them to start and get a feel for the brand before making modifications.
In short, style guides are a vital part of a consistent and successful brand.