Brand guidelines document and define how each and every aspect of a brand should be expressed. Depending on the organisational need, guidelines might cover the brand visual identity in depth – outlining how it will be presented visually at each stakeholder level, in each sales channel, across every medium. The guidelines may also cover how the distinct brand positioning, values and message are conveyed.
Guidelines are created so that the visual and non-visual elements used to represent the brand positioning can be presented to the community with consistency and precision.
