Brand Guidelines

Oct 16, 2023

Receiving your branding files can feel like unwrapping presents on Christmas morning—everything is fresh, meticulously organized, and primed for integration into your business. Yet, amidst the excitement of your shiny logos and graphics, there’s another file that’s equally thrilling and crucial: your brand guidelines.

But why do you even need guidelines, you might wonder? Well, believe it or not, your brand’s integrity can unravel surprisingly fast if not properly maintained. Your designer likely established some essential ground rules to ensure your branding stays on track. These rules typically include, but are not limited to: specifying your primary colors vs. accent colors, header fonts vs. paragraph fonts, and which color combinations to embrace or avoid.

These “rules” serve a vital purpose—they maintain clarity and cohesiveness. Without them, your branding could easily morph into something unrecognizable.

Brand guidelines can also encompass your brand voice and messaging. At Alpine Lupine, I emphasize the importance of articulating the “why” behind your brand, what sets you apart, and your mission. This clarity proves invaluable when you find yourself at a crossroads or uncertain about your business’s direction. It not only provides purpose but also enables you to maintain consistency.

For instance, when I worked on Field Five Flowers’ branding, we identified several pillars that set them apart from the competition:

  1. Their ability to grow the majority of their flowers in-house.
  2. Their commitment to making flowers accessible to a multitude of demographics.
  3. Their ambition to create an arts’ retreat on their property, offering a safe haven for creative individuals.

What further distinguished their brand was Bethany’s innate artistic sensibility, honed before venturing into the floral world. Her knack for attention to detail and structural design provided a smooth transition into floral design—a transition that might have been more challenging for someone without these foundational skills.

Another aspect covered in your brand guidelines is the significance of your branding photos. I’ve dedicated an entire blog post to this topic, as it can significantly shape how your brand is perceived. There’s no one-size-fits-all approach, but maintaining consistency in your visual choices will enhance your brand’s identity over time. In Bethany’s case, we used photos taken by Aleks Was of Fotografed . These aligned with her already high standards for photography on her social media and ability to connect with her followers through reels that highlight their farm and their process. This attention to quality photography is yet another pillar that keeps her branding authentic.

While your branding files are undeniably valuable, they won’t work their magic unless you stay consistent and implement them faithfully. Building a strong foundation takes time and dedication, but once established, it becomes the bedrock from which you can create content that truly reflects your desired brand identity.

Follow along for more tips and insight into creating a sustainable brand.


Alpine Lupine

photo all taken by Aleks Was