When every business is competing for attention, standing out isn’t just about having a flashy logo or a clever tagline. It’s about creating a brand that speaks clearly, consistently, and compellingly – everywhere it appears.|
This is where brand guidelines become a game-changer for small businesses, giving your business credibility and authenticity in the eyes of both your current customers and your potential ones. In this post, we’ll discuss why brand guidelines matter, how they can set your business apart and how to implement them. And, true to our roots at Inkfire, we’ll also provide some tips to ensure your branding is accessible.
What Are Brand Guidelines?
Think of brand guidelines as your small business’s blueprint for recognition. They ensure your brand isn’t just recognised but remembered – providing a rulebook for anyone creating marketing content on behalf of your business – whether that’s you, your employees, or external parties. The result is a consistent brand experience across all touchpoints – from your website to your social media and packaging.
The Key Components of Brand Guidelines
Try brainstorming the following must-haves to ensure you have all your bases covered:
Logo Usage – Define how and where your logo should (and shouldn’t) be used. Be specific; include minimum size, placement, and variations so there’s no room for error!
Colour Palette – Establish primary and secondary colours with hex codes or Pantone values for accuracy (these are numbers and letters that are allocated to a specific type or shade of colour).
Typography – Specify fonts for headings, subheadings, and body text to ensure readability.
Imagery Style – Outline the types of photos, illustrations, or icons that reflect your brand’s identity.
Tone of Voice – Define how your brand communicates. This includes preferred language, style and messaging. Perhaps you’re aiming for a professional and technical tone, or something more humorous?
Why Brand Guidelines Are Vital for Small Businesses
For small businesses, branding isn’t just about attracting customers, it’s about ensuring everyone who represents your business does so confidently. Well-considered brand guidelines help your business to:
1. Build Recognition -Consistent use of brand elements make it easier for customers to recognise and remember you.
2. Develop Trust -Ever walked into a shop with an amazing website, only to find their signage and packaging look completely different? That inconsistency confuses customers and weakens trust, perhaps causing them to view you as amateur. A clear set of brand guidelines helps to eliminate that risk by increasing your credibility.
3. Save Time and Money – Without brand guidelines, every new marketing material is a guessing game. With them, designers, content creators, and marketers know exactly what to do, speeding up production and reducing costs.
4. Set Itself Apart – Well-executed branding helps your business stand out from the competition, leaving a lasting impression in customers’ minds.
Accessible Branding is a Must
Let’s consider accessible colour palettes. This is where we ensure a sufficient contrast between text and background colours. It is crucial for readability, especially for individuals with visual impairments or colour blindness. Check out the Accessible Brand Colour Palette Checker by Studio Noel which allows businesses to test and adjust their brand colours to meet accessibility standards.
Need a little more detail on inclusive and accessible design? Take a look at this helpful guide produced by The Team on behalf of Scope.
What about sonic branding? Try recalling Netflix’s all-familiar “ta-dum” or the distinctive chime we hear as a Mac computer starts. Incorporating audio elements into your branding can enhance recognition and accessibility, particularly for visually impaired audiences. While large organisations like the Royal National Institute of Blind People (RNIB) have developed sonic logos to strengthen their audio identity, small businesses can also explore the idea of creating a distinctive sound or jingle that aligns with their brand values. Even if your business doesn’t need a full sonic logo, consistent use of sound cues can certainly reinforce your identity.
How to Make Brand Guidelines Work for You
Remember that brand guidelines are only effective if you use them consistently.
Educate Your Team – make sure everyone understands how to apply them.
Use Templates – these make it easier to maintain consistency.
Review and Refresh – update your guidelines regularly as your brand evolves.
Keep Core Values at the Heart of Your Brand
By having clear brand guidelines, you’re not just creating a polished look; you’re building a deeper connection with your audience. Your brand isn’t just what you say about your business – it’s how people experience it. They may not remember what you say, but they remember how you made them feel. Think carefully about the message and values that you’re trying to convey. How do you want to position your small business in the minds of your customers?
Need some inspiration? We love to create bespoke brand designs that showcase your brand’s personality – setting you apart from the crowd. Whether you’re just starting out and need to brainstorm your brand’s identity, or you simply want a quick brand refresh – Inkfire are here to help!
