What Is a Brand Guide? And Why You Need One

When we first started Hoya, one of the first things I made was our brand guide. Back then it just felt like another step in the process of branding. Just the way I was taught to do things. I didn’t realize how much I’d end up leaning on it once I had my own business. Even now, I use it all the time.

A lot of people think brand guides are just for big companies with huge teams. But honestly, they’re just as useful (maybe even more so) for smaller businesses.

So what are they actually? They’re a brand’s instruction manual. It’s one place (usually a pdf) where all the important work you did with your designer lives: your logos, colors, fonts, messaging, and even the look and feel of your photos and graphics.

Who’s it for? Anyone who touches your brand. Including you! It’s what you’ll pull up when you’re second-guessing whether an Instagram caption sounds like you or something you can lean on when a new design just feels “off”. And if you’re working with a designer, printer, or photographer, your guide makes it easy for them to get on the same page fast.

Could you just keep your logos on your desktop and your colors in your notes app? Sure. But a real brand guide gives you reassurance. Instead of guessing each time, it’s all right there. Instead of starting from scratch every time, you’ve got a reference that keeps you grounded and your branding consistent.

And it doesn’t have to be super complicated. If you don’t have one yet, set aside an hour to pull your logo, colors, and fonts into a single doc. Even that will save you tons of time and frustration. If you already have a guide, keep it nearby and let it remind you of the bigger vision your brand is built on.

At the end of the day, a brand guide isn’t about having a big fancy document. It’s about making your job easier so you can spend less time overthinking your branding and more time doing the work you love!