What you’ll learn: Why brand guidelines matter and how to create a clear, usable system that keeps your business looking and sounding consistent
A strong brand isn’t just a logo. It’s the way you speak, the colors you use, the spacing around your logo, and even how you respond to customer emails. That’s where brand guidelines come in. If you want people to take your business seriously—and trust it—you need to stay consistent. Here’s how to make that happen.
1. Why Brand Guidelines Matter (Even for Small Teams)
You don’t need to be Nike or Netflix to need branding rules. In fact, small businesses and solo creators benefit the most from brand guidelines because they often wear many hats. Without a reference point, branding gets messy fast.
Example:
A fitness coach started building her brand with a pink and black aesthetic. But by month six, her social posts were all over the place—blue one week, teal the next. Her website font didn’t match her Instagram. Clients were confused. One even asked, “Is this the same business?”
Here’s why it matters:
Consistency builds trust and recognition Guidelines save time when creating content or hiring help
Stat: 68% of businesses say brand consistency has contributed to revenue growth by 10% or more (Lucidpress, 2021).
Action Tips:
Decide on a primary color palette (3–5 colors max) Choose 1–2 fonts and use them everywhere Lock in a logo and how it should never be used
Common Pitfalls:
Skipping documentation because “it’s all in my head” Using Canva templates that don’t align with your brand
Without guidelines, your brand becomes forgettable—or worse, confusing
2. What to Include in Your Brand Guidelines
Good brand guidelines are like a cheat sheet for your business personality. You don’t need a 50-page corporate doc. A 5–10 page brand kit is enough for most creators and small teams.
Example:
An Etsy seller worked with Baumbach Solutions to tighten up her visual identity. We built her a simple guide with three colors, a logo spacing rule, voice notes (“friendly but expert”), and sample social post designs. She now sends it to every freelancer she works with—zero confusion.
Here’s what to include:
Logo use: placement, spacing, size rules, versions Colors: hex codes and usage guidance Typography: fonts for headings, body, web, print Imagery style: photography tone, illustration dos/don’ts Voice & tone: how you write emails, captions, site text Examples in use: mockups of good/bad execution
Stat: Brands that maintain visual consistency are 3–4x more likely to enjoy brand visibility (Forbes, 2023).
Action Tips:
Use Figma, Canva, or Google Slides to lay out your guide Create a downloadable version to share with collaborators Keep it editable—your brand will evolve
Common Pitfalls:
Making it too abstract (e.g. “Our voice is empowering”) without examples Forgetting mobile-first or digital-specific guidelines
A simple, clear brand guide helps everyone stay on the same page—literally
3. How Baumbach Solutions Helps You Build It Right
Most small businesses aren’t sure where to start. That’s where we come in. At Baumbach Solutions, we build practical, usable brand kits that make your business look and feel more professional—without the fluff. No jargon, just clarity.
Client Story:
We helped a Midwest construction business create a sharp new identity with custom icons, color rules, voice standards, and before/after examples of social posts. Their site, signs, and job quotes all match now—and client trust is up.
What we include in our brand packages:
Discovery call + identity quiz Visual identity + usage rules Editable style guide with examples Optional content templates and logo files
Stat: 90% of customers expect brand experiences to be consistent across platforms (Zendesk, 2022).
Action Tips:
Ask yourself: “Does everything I put out look like it came from the same place?” If not, it’s time for guidelines—or a cleanup
Common Pitfalls:
Hiring multiple designers with no shared brand playbook Spending too much on a “rebrand” when you just needed clarity
Baumbach Solutions helps you define and document your brand—so every touchpoint feels aligned
Final Thoughts
Brand guidelines aren’t just for big brands. They’re the foundation for looking professional, building trust, and scaling faster. If you don’t have one yet, now’s the time to fix that.
Next Steps/Resources
Want a free brand audit? Call us. Check out our visual identity checklist (coming soon)
