Create practical brand guidelines

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that want consistent brand use across the team.

The quick answer

Create one brand kit that includes logo files, colours, fonts, and examples of right and wrong use. Add voice and tone, message pillars, approved proof points with sources, and layouts for decks and one pagers. Keep the kit in one easy place.

The method in six steps

Gather assets
Logos in all formats, colour codes, fonts, and icons if used.
Write voice and tone
Short rules and examples that match your promise.
Add message pillars
Headline value proposition and three support points with proof.
Provide layouts and templates
Deck, one pager, case note, and proposal.
Show do and do not examples
Correct placement, spacing, and use on light and dark backgrounds.
Publish and train
Store the kit in one place. Run a short training and add the link to your new hire checklist.

Example

After publishing a simple kit with templates, a firm cut design rework and improved the look of sales materials across regions.

Pitfalls and fixes

A long document nobody reads. Keep it short with files people use.
Missing proof. Include approved proof points with sources.
Files in many places. Keep one location with clear versions.

Checklist

Brand files complete and current
Voice, tone, and message pillars written
Templates ready
Do and do not examples added
One storage location shared with the team