You might have designers in-house, freelance designers and agencies generating creative assets for you, and all of them have different styles. What you need is a document called “style guide” defining what your brand style is. This article is going to explain what is included in a style guide and how that can help you to make sure you get a consistent style from different creatives (designers, photographers, videographers, etc.)

  1. Logo usage

  2. Typography

  3. color theme/tone

  4. moodboard for photography

  5. graphic/illustration

This document can be as simple as 10 pages (you can see an example here) or like hundred pages for a big brand that has lots of assets need to define.

You can also document “voice and tone” in your Style Guide - how you would like to communicate with your audience in email, social media, and such. This document is not just for external use to make sure you have a consistent style, but it’s also a good way to show your sales manager when he/she has different thoughts on the brand look or social post. A well-defined style guide will help you save lots of dispute and endless discussion.

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