You spent countless hours creating your beauty brand, from perfecting your logo and choosing just the right color palette to carefully crafting the message you want to convey to your customers. The result is something completely and uniquely yours, a symbol of your passion for beautiful skin that resonates with your customers, which is precisely why developing a set of brand guidelines is so important.
What are brand guidelines?
A brand guide, also called a style guide, is exactly what it sounds like: a guidebook that compiles all of the distinct elements of your brand and how to use them. This is especially important for marketing purposes because you can provide your brand guidelines to a design team to ensure the look and feel of your brand is consistent across all of your materials—from your product labels, to your website, to your printed marketing pieces.
Why are they so important?
For beauty entrepreneurs especially, brand guidelines are an absolute must. Why? Because they ensure consistency in how you communicate with your customers, and consistency builds trust in an industry where trust is incredibly important. Not only does having a set of clearly defined brand guidelines make your brand instantly recognizable, whether it be on a label, a web page, or a mailer, but it also preserves the quality and integrity of your brand and helps you stand out among competitors. It’s normal to develop your branding over time, but a clear aesthetic and style can entice a potential customer about your brand.
That said, the more information you include in your brand guidelines, the more consistent the look, feel, and overall tone of your brand will be. In this blog, we will cover the primary elements of a style guide, with examples from Onoxa’s original brand guide for reference.
What should your brand guidelines include?
We mentioned brand elements in the paragraph above, and the three big ones are your logo design, your color palette, and your typography. Let’s look at each one in detail.
- Logo design/usage. You created the perfect logo, so it only makes sense you want it to look perfect every time it’s used. That said, you will likely want to have several different versions of your logo that you can use for different materials or media, such as a black and white version, 2-color and 4-color versions, and logos with attached taglines. Your brand guide should also provide information about where and how to use your logo, including size restrictions, spacing information, and even visual dos and don’ts.
- Color palette. The colors you use say a lot about your brand and the overall tone and feeling you are trying to convey. Your brand guidelines should include both your primary brand colors (i.e., the ones that always appear with your brand) as well as secondary or highlight colors for use in certain situations. Also be sure to include the color type codes (PMS, CMYK, RGB and HEX) for each color in your brand’s palette; this is important for designers to be able to match the right color for the right medium.
- Typography. More than just the typeface or font you choose for your brand, typography refers to the overall arrangement of letters and text on your labels, packaging, and marketing materials. This includes contrast, alignment and margins, text color, and something called typographic hierarchy, which illustrates specific differences between the headlines and body text. For example:
You may also want to include the following elements.
In addition to developing your brand guidelines for graphic design purposes, you may wish to expand your style guide to include the following elements.
- Your brand statement. This should be a brief (1-3 paragraphs) statement that provides a good overview of your brand. You can find ours below.
- Your brand promise. Onoxa’s brand promise is “To inspire growth in entrepreneurs, owners and creators of all walks. To empower the customer, and to build a place where creating a product is as easy as it is limitless.”
- Your mission statement. This summarizes your foundational goal(s) as a business.
- Your brand vision and core values. Here at Onoxa, we call them pillars, and they include Innovation, Empowerment, and Consistency.
- The unique “voice” and writing style of your brand. This may include a description of your target audience.
- Any taglines or key messages you want to communicate.
- Image and photography guidelines. For example: “Use only natural images that convey a fresh, clean feel.”
- Examples of actual labels, packaging design, and marketing materials.
Here is the Onoxa brand statement:
“By definition, Onoxa is an aviation waypoint off the northwestern shore of Australia. This notion of intersecting north, south, east, and west is one we consider at every step; from the boardroom to the breakroom.
Through continuous innovation, we pushed the boundaries of what’s come to be expected from the personalized beauty space. Where we arrived, well, it was a crossroads that had never been crossed.
Onoxa was born from a vision to build a place where entrepreneurship and opportunity collide. We stand behind our name, and in our constant drive to navigate owners, beauty lovers, and creators toward realizing a business molded entirely their way.”
Ready to create your brand guidelines?
If you already work with a design team, you can get started on your guide immediately by pulling together your important brand elements and crafting your unique message. If not, the internet is a great place to start. These days, user-friendly online tools and templates can help you create this simple but powerful tool to grow and scale your beauty business.
Still in the dreaming phase? Launch your beauty business today with Onoxa.
Ours is the first-ever online platform for custom-branded beauty products, and we make it easy to create your very own private label skin care line and start selling to customers. And you can start right now by building your custom sample kit!