July 2, 2025

In a world of fast-paced scrolling and skimming, we only remember a snippet of what we see in a day. Most of us can admit we spend way too much time online, and still the marketing blends together. Leveraging your brand style – logo, color palette, typography, design elements, photography and tone – can help you escape the mundane and become memorable. Utilizing a cohesive style for your brand is essential to resonate with your audience, build your reputation, and help you see measurable results.

Start with your brand guidelines. These are best practices that delineate your brand and provide instructions needed to successfully maintain your look, feel, and tone. Consistent branding drives reputation, brand recognition, and can increase your revenue. Simply using an established color palette can increase the number of customers who identify you. When you combine that repetition with all other brand elements, you can expect better results.

I will highlight three crucial aspects we designers put a lot of emphasis on when creating guidelines and the importance of these for your marketing.

1. Logo Your logo is the heart of your identity and brand. It tells customers who you are and helps identify you as a reputable and trustworthy company. The main logo you use is called your primary logo and should be used whenever possible. This logo is the most identifiable part of your brand. It is also a good idea to consider secondary logos. Secondary logos are variations of your logo that will help integrate your branding into different designs and be more versatile in the marketing world.

2. Color Another integral part of brand guidelines are your primary and secondary brand colors. Your primary color is the main color in your logo. Secondary colors are supporting colors that form your color palette. Your colors are a chance to communicate your brand in a more emotional sense. Do you want your brand to convey trust, serenity, or authority? Color is a supportive way to create that image.

3. Typography Fonts are another vital, yet overlooked element of a brand. Your font should follow a consistent design and hierarchy and should be a key part of your brand guidelines. Like logo and color, your typography will include a primary font and examples of sub headline and body fonts. For example, headlines (primary font) are often bolder and larger than subheads and body (secondary fonts). They can be the same typeface but should carry different weights depending on where you want your emphasis to be.

If there are nuances to your logo, colors or typography that are unique and specific to your brand, your guidelines are a great way to eliminate confusion and establish your look. There are many elements to consider when establishing brand guidelines. That is where an experienced marketing agency comes in handy. From conception to execution, our job is to take your brand and elevate so you can break through the noise and reach your goals.

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BrandDigital