Hi Reader,

Whether you’re a new entrepreneur figuring out what branding is or a seasoned entrepreneur looking to dot your I’s and cross your T’s this is a great email to review! After you should have a grasp on what your brand guide should include to help you succeed.

1 Business Statements

What are business statements? They are your mission statement, vision statement, and your values.

Your mission statement should be the overall goal of your business and how you serve your customers. Your internal business statement can be up to 4 sentences long, but you should have a shortened version to showcase on your website or social channels. A short business statement is important for clients/customers/sponsors to quickly learn more about your organization.

A vision statement is a SMART goal for your business. It’s something that is going to be accomplished in the next 5-10 years that’s attainable and aligns with your mission, values, and your brand strategy.

Lastly, your core values, are your guiding principles. They are typically up to 5 words or phrases that explain what’s important to your business. Example: My values are eco-inclusivity, taking guilt-free equitable action, and helping communities grow.

If you want to see an example of how to create business statements, be sure to follow my YouTube where I’m creating business statements for Squeezy, the brand I showcased in last week’s email.

2 Persona Breakdown

Your brand guide should have a quick breakdown of your target personas. This is when you take the information from your analytics and create 2-3 fictional people based on that information. Each persona should show how they interact with your brand, their age, likes/dislikes, and where you can expect to connect with them.

3 Accessible Color Requirements

A good brand has up to 5 unique colors and they should be accessible color combinations for those with color blindness. Your brand guide should explain in detail which colors can be paired for text only and the colors that can be used to enhance the design.

4 Recommended Typography

Ideally, your logo would be custom-made with custom font or altered fonts so that it’s unique to your brand. Typography, or additional fonts, are used to create brand cohesion across your website, other digital designs, and marketing materials. By using 2-3 fonts it helps make sure your brand isn’t too busy and stays easily recognizable.

5 Photography Guidelines

I can’t stress enough how important these are. This helps tie in your whole design and aesthetic. Photography guidelines should explain what lighting is used, appropriate angles, the style, and more! There’s quite a bit that goes into the photos of your brand and it’s best to reach out to a brand designer or brand photographer to help you establish these for your business.

That was a lot!!

If you need help tackling your brand guide, reach out to learn more about Empowerment Days! We'll tackle your brand strategy 1:1 during a 4 hour day to get clear on the direction of your business.

Gabriela Jauregui (She/Her/Ella)
UX Designer & Brand Strategist
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Proud member of Stripe Climate! Join me in removing carbon from our atmosphere.