Why Every Brand Needs Solid Guidelines
At TLH Marketing, we’re passionate about building strong, memorable brands. One of the most important tools in your kit is a well crafted set of brand guidelines.
Over the years, our talented design team has created some standout guidelines for our clients (we do try and stay modest, promise!). In this blog, we share what makes brand guidelines not just useful, but essential.
What Are Brand Guidelines?
Brand guidelines are a clear set of rules that define how your brand should look, sound and feel. Compiled into a handy document, digital or print, they become your brand’s blueprint.
Good guidelines cover everything from logos, colours and typography to tone of voice, mission and company values. The goal is to ensure anyone representing your brand does so with consistency and clarity.
Why Do Brand Guidelines Matter?
If we were to sum it up in one word, it would be: consistency.
Brand guidelines help you align your internal teams and external messaging, creating a seamless experience for your audience. Without them, your brand risks becoming inconsistent, especially over time or across multiple mediums.
This is more important now than ever. As search engines evolve to keep users on the results page and online privacy rules limit data tracking, your brand’s visibility and strength need to work harder for you. When people know your brand and trust it, you’re not just relying on traffic. You’re building lasting recognition and loyalty.
Well-known, well-loved brands will always have the edge. And strong guidelines help keep that identity intact.
What Should Brand Guidelines Include?
Great brand guidelines do more than lay down rules. They should be engaging, practical and easy to adopt across your team.
Here’s what we typically include when we create brand guidelines for our clients:
Logo usage – Anatomy, size rules, do’s and don’ts, spacing, colour variations and application examples.
Colour palette – Primary, secondary, and tertiary colours with usage guidance.
Typography – Primary/secondary fonts, hierarchy, suitable pairings and accessibility tips.
Mission, vision, and values – The heart and soul of your brand.
Tone of voice – Style, grammar, content structure, translation advice and even emoji usage.
Print and merchandise – Stationery, collateral, apparel and artwork guidelines.
The key is to bring your brand to life, this isn’t just a boring list of dos and don’ts! Engaging your team with a vibrant, useful set of guidelines increases the chances they’ll actually be followed, helping your brand stay true across every channel.
Ready to Define Your Brand?
At TLH Marketing, we don’t just create guidelines — we help you bring them to life. From initial strategy to team training and digital delivery, we make sure your brand stays strong and consistent across every touchpoint.
If you’ve got a great brand but need help capturing it clearly and consistently, we’re here for you. We’ll work with you to create a powerful set of brand guidelines — and show you how to embed them into your business for real impact.
Let’s make your brand unforgettable. Get in touch with TLH Marketing and let’s see what we can achieve together!
About The Author
