Brand Style Guide: The Basics

The most important thing to remember about branding is that you're creating an artificial personality. Therefore, the brand style guide is an attempt to describe that personality in words and pictures in such a way that it can be replicated. Typically the basic elements are:
  • Vision - the abstract reason for being (e.g. "make the world a better place")
  • Mission - the specific thing you do to make the mission happen (e.g. "through offering healthy refreshments at a fair price")
  • Core values - the beliefs that power you (e.g. "quality, integrity, gratitude")
  • Words - tagline, key messages, key words
  • Visuals - logo, color palette, font
A brand style guide therefore should cover all of these elements. 

Posted on November 24, 2017 by Dannielle Blumenthal, Ph.D. All opinions are the author's own. The author's earlier version of this post appears on This post is hereby released into the public domain. CC0 Creative Commons photo by lightstargod via Pixabay.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.