Brand Guidelines Template
Identify and communicate your brand’s unique visual style and personality.
About the Brand Guidelines Template
What are brand guidelines?
When you think of your favorite companies, what do they have in common? For most of us, our favorite companies are defined by winning brands. The best brands are unique and instantly recognizable. They have a clear voice that informs the look and feel of their website, products and services, marketing copy, and even how problems are solved.
But brands don’t appear out of thin air. Every great brand starts with documenting your unique brand guidelines to ensure consistency across the entire organization. These guidelines help flesh out the components that give your business its unique character. Brand guidelines should be flexible so your designers can have room to play but rigid enough to make your brand easily recognizable.
When to use Brand Guidelines
There’s never a wrong time to figure out your brand guidelines. For new businesses, brand guidelines are crucial to ensure consistency, establish trust, and foster brand recognition.
But not only new businesses can benefit from established brand guidelines. Treat them like a living document, and revisit your brand guidelines any time your brand needs refreshing: when you’re pushing into a new market, rebranding the organization, growing your business, or pivoting your product offerings.
Create your own brand guidelines
Making your own brand guidelines is easy using our simple template. Miro’s whiteboard tool is the perfect canvas to create and share it. Get started by selecting the Brand Guidelines Template, then take the following steps to make one of your own.
Articulate your brand story and positioning statements.
Your brand story is the narrative stream that runs through all of your marketing materials. It helps your customers connect with your brand by taking them through a journey: how you got here, what problem your brand is solving, what motivates you, and what you hope to achieve.
Connect with your customers.
Customers respond to brands on an emotional level. What emotions do you want your customers to feel when they interact with your brand? Does your brand inspire loyalty? Creativity? Excitement?
Study your competitors.
What do their brands look like? Dig into their voice and tone; how they present their brand; and what their products, services, websites, and marketing materials look like. Your goal here isn’t to copy competitors but to keep in mind that potential customers will be consistently comparing you to similar businesses and seeing how you measure up.
Define your brand personality.
Think of your brand as a person. What are they like? How would you describe them to your friends? This brand personality will permeate everything you create. Once you nail it down, you can choose colors, fonts, photos, or other visual elements that align with your personality. Miro makes it easy to collaborate on your brand’s visual characteristics. Share graphics, talk through ideas, and iterate as a team.
When you’re designing a site or building an app, the early stages should be BIG — seeing the big picture and communicating the big idea. Low fidelity wireframes empower you to see it and do it. These rough layouts (think of them as the digital version of a sketch on a napkin) help your teams and project stakeholders quickly determine if a design meeting meets your users’ needs. Our template lets you easily use wireframes during meetings or workshops, presentations, and critique sessions.
Three-Hour Brand Sprint
Before customers will believe in your brand, your team has to believe. That’s where brand sprints work wonders. Popularized by the team at Google Ventures, a brand sprint will help your team sort through all different ideas about your brand and align on your brand’s fundamental building blocks—your values, audience, personality, mission statement, roadmap, and more. Whether you’re building a new brand or revamping an existing one, brand sprints are ideal for trigger events such as naming your company, designing a logo, hiring an agency, or writing a manifesto.
To shape your messaging, tailor your marketing, improve your product, and build your brand, you have to know your customers’ perceptions — what they think of you and your competitors. You can gain those insights by exploring a perceptual map. This simple, powerful tool creates a visual representation of how customers rank your price, performance, safety, and reliability. Put this template to work and you’ll be able to size up your competition, see gaps in the market, and understand changes in customer behavior and purchasing decisions.
Bang for the Buck
The name pretty much says it—this Agile framework is all about helping you maximize efficiency by powering collaboration between product managers and dev teams. Together you can go over each to-do on the project agenda and evaluate them in terms of costs and benefits. That way you can prioritize tasks based on how much bang for your buck they deliver. This template is great for teams and organizations that want to make a strategic plan to tackle an upcoming sprint.
You have an ideal customer: The group (or few groups) of people who will buy and love your product or service. But to reach that ideal customer, your entire team or company has to align on who that is. Buyer personas give you a simple but creative way to get that done. These semi-fictional representations of your current and potential customers can help you shape your product offering, weed out the “bad apples,” and tailor your marketing strategies for serious success.
When you’re developing a business strategy, it can be hard to figure out what to focus on. A SWOT analysis helps you hone in on key factors. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal factors, like your employees, intellectual property, marketing strategy, and location. Opportunities and threats are usually external factors, like market fluctuations, competition, prices of raw materials, and consumer trends. Conduct a SWOT analysis whenever you want to explore opportunities for new businesses and products, decide the best way to launch a product, unlock your company’s potential, or use your strengths to develop opportunities.