Brands live and die in the minds of consumers.

They’re put there through a consistent brand application that shapes perceptions.

These perceptions don’t happen overnight.

They happen over time by consistently applying clearly defined brand guidelines within a broader marketing strategy.

In this article, we’ll explore some fantastic brand guidelines examples showing how the world’s most recognizable brands control their own brand and brand identity.

But, first things first, let’s differentiate between brand guidelines and a brand style guide.

7 Stunning Examples Of Brand Guidelines (Strategy & Style Guides)

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Brand Guidelines vs Brand Style Guide

It’s important to note that although terms such as brand guidelines, brand style guide, and brand expression guide are often used interchangeably, there are differences.

What is a Brand Style Guide?

A brand style guide is a rule book for the brand’s visual identity. It determines the look and feel of the company.

The style guide is created by the originating designer and includes visual application rules around:

Brand logo, logo design and logo usage

Typography

Brand colors and color palettes

Illustrations

Imagery

Typesetting

Graphics

Packaging

Environmental

Digital

Often they come hand-in-hand with a library of visual brand assets to be used by designers and other marketers with the responsibility of expressing the brand visually.

What are Brand Guidelines?

While the brand style guide focuses specifically on the visual brand identity and the rules around its consistent expression, the brand guidelines, or a brand book, sets broader rules of brand application.

Inside most brand guidelines, you’ll find the brand style guide and the rules around the visual identity though, you’ll also find more strategic elements at play.

The brand guidelines act as a bible for how the brand is communicated across all platforms, channels and touchpoints, visually, verbally, audibly and beyond.

A comprehensive brand guideline can include

Brand purpose

Brand vision

Brand mission

Brand values

Target audience

Positioning statement

Value proposition

Brand personality & attributes

Verbal Identity

The tone of Voice & Language

Brand Messaging & Communications

Brand Style Guide

In other words, brand guidelines such as these provide a comprehensive guide for how the brand should be expressed no matter where or how the brand is engaging the audience.

This guide ensures brand consistency.

Brand guidelines guide employees, designers, social media managers, copywriters, content managers, marketing managers, brand managers, executives and everywhere in between.