Brand

# Brand Guidelines ## Brand Voice & Tone **Core Brand Personality**: [To be customized by your company] ### Writing Voice Principles Your brand voice should be consistent across all channels. Use this framework to maintain consistency: **Example Brand Voice** (modify for your company): - **Approachable**: Friendly and helpful, not corporate or robotic - **Clear**: Explain complex ideas in simple terms; no unnecessary jargon - **Action-oriented**: Focus on what customers can DO, not what you can do - **Authentic**: Show real customer stories, behind-the-scenes moments - **Confident without arrogance**: Speak from expertise, not superiority ### Tone Adjustments by Context **Tone When**: Happy/Celebratory - Used for: New features, customer wins, company milestones - Example: "We're thrilled to announce..." **Tone When**: Helpful/Educational - Used for: How-to content, tips, guides - Example: "Here's what we learned..." **Tone When**: Empathetic/Understanding - Used for: Addressing customer problems, crisis communication - Example: "We understand how frustrating this can be..." **Tone When**: Professional/Formal - Used for: Legal communications, official announcements - Example: "In accordance with our policy..." **Tone When**: Casual/Conversational - Used for: Social media, internal communications, blog posts - Example: "Here's the thing about..." ### Writing Guidelines **DO:** - Use "you" and "we" (creates connection) - Use contractions (you're, we've, it's) - sounds more human - Use active voice (we help you) vs. passive (you are helped) - Use short sentences (12-15 words average) - Use specific examples and numbers - Break up text with white space and headers - Ask questions to engage reader - Show real customer examples **DON'T:** - Use jargon without explanation - Use "we believe" or "we think" (show, don't tell) - Use unnecessary complex words - Use ALL CAPS (except for emphasis occasionally) - Use more than 3 exclamation marks per email - Say "best in class" or other superlatives without proof - Use industry buzzwords that customers don't use ### Terminology (Use Consistently) **Always use these terms:** - [Term 1]: Used consistently across all marketing - [Term 2]: Never say [Alternative term 1] - [Term 3]: Never say [Alternative term 2] - [Audience title]: Not [Alternative] - [Feature name]: Not [Generic alternative] **Examples for any company:** - Always: "customers" (not "clients", "users", "accounts") - Always: "dashboard" (not "control panel", "platform", "interface") - Always: "API" (not "integration", "connector", "bridge") - Always: "team" (not "group", "unit", "division") --- ## Visual Branding ### Color Palette **Primary Colors** (main brand colors): - Primary: [Color] - Hex: [#000000] - Usage: Headlines, CTAs, main elements - Accent 1: [Color] - Hex: [#000000] - Usage: Secondary elements, highlights - Accent 2: [Color] - Hex: [#000000] - Usage: Supporting elements **Neutral Colors** (backgrounds, text): - Text: [Color] - Hex: [#000000] - For body copy - Light background: [Color] - Hex: [#000000] - Medium background: [Color] - Hex: [#000000] - Dark background: [Color] - Hex: [#000000] **Status Colors** (error, success, warning): - Success: [Color] - Hex: [#000000] - Warning: [Color] - Hex: [#000000] - Error: [Color] - Hex: [#000000] - Info: [Color] - Hex: [#000000] ### Typography **Fonts**: - Headlines: [Font name] (if licensed, include license details) - Body text: [Font name] - Code/Technical: [Font name] **Usage**: - H1 (Headlines): [Font name], [Size] px, Bold - H2 (Subheadings): [Font name], [Size] px, Bold - H3 (Tertiary): [Font name], [Size] px, Semi-bold - Body: [Font name], [Size] px, Regular - Small text: [Font name], [Size] px, Regular **Line spacing**: 1.5x for body text, 1.2x for headings ### Logo Usage **Primary Logo**: [Description - when to use] **Secondary Logo**: [Description - when to use] **Icon Mark**: [Description - when to use - often used for favicons, social avatars] **Logo Spacing**: Maintain clear space around logo (minimum: 1/4 of logo width) **Minimum Size**: [Logo should not be smaller than X pixels] **Backgrounds**: Logo should have [X% contrast with background] **DON'Ts**: - Never stretch or distort logo - Never change colors without approval - Never add effects (drop shadow, 3D, etc.) - Never rotate logo - Never use old/outdated logo versions ### Image Style **Photography Style**: [Describe your brand's visual aesthetic] - Real photos (not stock photos of random people) - Authentic customer/team moments - Professional quality but not overly staged - Diverse representation in people photos **Illustration Style**: [Describe illustration approach if applicable] - Minimalist vs. detailed - Color palette consistency - Use cases (icons, decorative elements, educational) **Graphic Style**: [Describe approach to charts, graphs, data visualization] - Color palette used - Font consistency - Icon style - Data visualization best practices ### Layout & Spacing **Grid System**: [Describe grid - e.g., 12-column grid] **Padding/Margins**: [Describe standard spacing units] **White Space**: [General philosophy about empty space] --- ## Campaign Creative Guidelines ### Email Template **Email Header**: - Use brand colors strategically - Include company logo (left or center aligned) - Header height: [X] pixels **Email Body**: - Use brand fonts for headers - Use neutral text color (not pure black: [color]) - Use ample white space between sections - Image-to-text ratio: [%] text, [%] images **CTA Button**: - Use primary brand color - Text: "Button Text" (use brand voice) - Padding: [X] px - Font size: [X] px - Border radius: [X] px **Email Footer**: - Use light background color - Include company address for CAN-SPAM compliance - Include unsubscribe link - Include social media icons linked to brand accounts - Small text size: [X] px ### Landing Page **Header Section**: - Hero image or video that shows [description] - Headline using [Font name], [Size] px, [Color] - Subheading supporting main message - Primary CTA button **Content Sections**: - Use alternating background colors for visual break - Max width: [X] pixels - Padding: [X] pixels - Imagery every [X] sections to break up text **Form Fields**: - Label color: [Color] - Input border: [Color], [Size] px - Focus state: [Color] - Placeholder text: [Color] - Error state: Error color with explanation text ### Social Media Posts **Image Specifications**: - LinkedIn post: [dimensions] - Twitter image: [dimensions] - Facebook image: [dimensions] - Instagram post: [dimensions] - Instagram story: [dimensions] **Design Standards**: - Use brand colors consistently - Include brand logo on images (if not violating platform rules) - Use brand typography - Maintain minimum text size [X] px for readability on small screens **Video Requirements**: - Aspect ratio: [16:9, 1:1, 9:16] - Include captions/subtitles - Use brand colors in intro/outro (if applicable) - Include brand watermark (optional but recommended) --- ## Brand Style Examples ### Example 1: Product/Feature Announcement **Headline Formula**: "[Product] does [outcome] - no [common obstacle] required" **Image**: Product screenshot or customer using it **Copy**: Lead with benefit, show how it works, include CTA **Visual**: Use primary color for highlights ### Example 2: Customer Success Story **Headline Formula**: "How [Customer] achieved [specific result]" **Image**: Customer photo or company logo **Copy**: Challenge → Solution → Results (with metrics) **Visual**: Use customer's photo if available ### Example 3: Educational Content **Headline Formula**: "[Number] Ways to [Achieve outcome]" or "How to [Do something]" **Image**: Icon or diagram showing topic **Copy**: Scannable with headers and bullet points **Visual**: Use accent color for headers --- ## Website & Digital Standards ### Navigation Structure - Primary navigation items: [List items - max 5-7] - Footer navigation: [List items] - Mobile menu: Hamburger icon on screens under [X] px width ### Typography on Web - Headlines: [Font], sizes [X] to [X] px - Body text: [X] px, line height [X]px - Links: [Color], underlined, [hover state] ### Accessibility Standards - All images must have alt text - Color contrast ratio must be [WCAG level - AA or AAA] - Forms must have associated labels - Focus indicators must be visible - Page must be navigable by keyboard only ### Search Engine Optimization - Title tags: [X] to [X] characters - Meta descriptions: [X] to [X] characters - H1 per page: Only one H1 with target keyword - URL structure: lowercase, hyphens not underscores, no dates --- ## What to Do When You're Not Sure 1. **Check recent marketing**: Look at last 3 campaigns to match style 2. **Ask the team**: Who owns branding standards? 3. **When in doubt**: Choose clarity and authenticity over cleverness 4. **Test with customers**: Show 2-3 options if unsure --- ## Brand Guidelines Updates **Last Updated**: [Date] **Version**: [1.0] **Owner**: [Team responsible] **Review Frequency**: Quarterly Contact [Email] if you have questions about brand standards.