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From startup to standout: Why brand guidelines are a smart investment

7th May 2024

3-minutes read

Creating brand guidelines is a crucial part of a larger brand identity design project. These guidelines serve as a comprehensive rulebook that ensures all aspects of your brand’s visual and messaging elements are consistent and cohesive.

Brand guidelines help articulate your brand’s personality, values, and voice. This clarity allows you to create content and campaigns that resonate deeply with your audience, fostering loyalty and advocacy. Customers are more likely to support brands that align with their own values and aesthetics.

In today’s market, this cannot be overstated. While small businesses often operate with limited budgets, investing in brand guidelines is not just a luxury for large corporations; it’s a strategic move that can significantly impact growth and success.

Consistency builds trust

Consistency is key in building a recognisable and trustworthy brand. Brand guidelines ensure that all communications, whether they’re on your website, social media, or printed materials, have a uniform look and feel. This uniformity helps customers recognize your business quickly and fosters a sense of reliability.  This attention to detail conveys professionalism and can set your business apart from competitors who might have inconsistent or a poor brand image.

Cost efficiency

Although creating brand guidelines requires some extra investment upfront, it will save money in the long run. Clear guidelines reduce the time and resources spent on making design decisions for each new piece of marketing material. As your business grows, the chances are you might want to work with various designers, marketing teams, or freelancers. Brand guidelines serve as a reference point, ensuring that everyone is on the same page.

If you are working to a small budget then start small: Focus on the essentials—logo, color palette, typography, and key messaging. As your business grows, you can revisit and expand your guidelines.

Time savings

When we work with a new client who already has a solid brand and brand guidelines, we find that projects are completed faster. Clear guidelines mean we have fewer questions and brand managers have less to clarify when they brief us. We get a clearer picture of what needs to be done and understand the brand and its appeal more quickly and easily.


Over the years, we’ve created many brand guideline documents for the identities we’ve created. Some are very detailed, providing step-by-step instructions on setting up complex templates. Whilst others are shorter, just summarising the basics. Since each project is different, it’s hard to say how much detail you’ll need. However, not every example is complex, and all can be created to a variety of available budgets.

Some brand guidelines are more complex than others. This example shows our recent rebrand work for W4. These guidelines help develop consistency by ensuring the 'W4 oblique' shape (a key part of the new identity), has an identical angle, spacing and positioning in every application.

Enhanced marketing effectiveness

Effective branding amplifies your marketing efforts. Consistent and attractive branding can make your marketing campaigns more impactful, leading to higher engagement rates and better ROI. Brand guidelines help ensure that your advertisements, social media posts, and promotional materials are not only consistent but also strategically aligned with your overall brand message.

Competitive advantage

In a crowded market, standing out is crucial. Well-defined brand guidelines can differentiate your business from competitors. They enable you to present a unique and cohesive brand story that captures attention and encourages customer loyalty. Investing in your brand gives you a competitive edge by making your business more memorable and appealing.


Investing in a brand identity and brand guidelines is not an expense but a strategic investment in the future of your business. It builds consistency, saves costs, supports growth, and provides a competitive edge. By prioritizing your brand, you set the foundation for long-term success and stability, ensuring that your business can thrive in today’s competitive market.

Thinking of investing in your brand image? Need help with design? See how we can support you and make the most of your brand message. Contact Mark Wilde for a free design audit.

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Mark Wilde

Mark Wilde

Creative Director

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