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What to Include in Your Brand Guidelines [Walkthrough]

Thomas Wachtel // September 10, 2018

cover of the Element Three brand guideline book

It doesn’t matter how sophisticated your marketing department is—there’s a ton of confusion about what brand guidelines are, the value they offer, and the role they play in defining, maintaining, and growing a brand.

The issue is largely one of semantics. Brand guidelines, brand standards, brand, branding guidelines, style guides, brand books, brand identity guides—these can either be treated synonymously or as wholly separate resources, depending on which “branding expert” you’re speaking with, reading, or listening to at that moment.

Semantics aside, these terms represent roughly the same idea. And to really get your brand guidelines right, you’ll need to first understand what they actually are and why they matter. Then we’ll get into how you can structure yours to put your brand and company in the best position to succeed.

Let's dive in.

The Purpose of Brand Guidelines

Regardless of what you call them, brand guidelines are a tool designed to give your brand consistency and flexibility. Yes, they are often used by designers to make certain they’re using the right fonts, color palette, and versions of your logo. But effective guidelines should be much more than that—the most discernible organizations use brand guidelines as a resource that everyone in the company can use to understand how to represent their brand.

From your sales, marketing, and customer service teams, who use your elevator pitch every day, to the finance director who’s at a networking event and gets asked what their company does, everyone should have more than a cursory understanding of what genuinely makes your organization unique.

Element Three Brand Guidelines

Brand guidelines take many forms, so rather than telling you exactly what you need to include in your brand guidelines, I’ll share what we include in our own, not because ours are authoritatively the best around, but because we do this for a living and they will at least get you thinking (plus I do actually think they’re pretty good).

Why We Exist and What We Do

Brand Identity

The source of every other important part of our brand is the brand identity. We’ve laid ours out in a couple of paragraphs, covering all the bases regarding who Element Three is and what a business might get if they work with us. It’s a short and sweet distillation of most everything you need to know going in, in a form that works as boilerplate for both internal and external eyes.



Element Three is a modern marketing agency that forges trusting, strategic relationships with clients driven to achieve market leadership. We tell bold stories that build and elevate discernible brands, and not by relying on individual tactics, staying loyal to any single medium, or favoring one discipline over another.

Instead, we go beyond the tried to find the truth about your customers, working across channels to deliver seamless brand experiences that produce real, measurable results.


Noble Purpose

At the core of it all is our noble purpose, our reason for being. No, it’s not just making money—it has to be more than that, something much deeper. This is where we find the passion to work late when the project demands it, why we recommend our business to our friends and family as a place to buy from or even to work.

Element three noble purpose

Elevator Speech

In addition to these, we’ve created short introductions that everyone from the executive team to new hires can use to explain who we are and what we do. That’s our elevator speech, which tells our brand story clearly and concisely, and our cocktail party speech, which is just as clear and even more concise.



Element Three is a full-service marketing agency that exists to tell bold stories that build discernible brands. Working across channels, we create seamless brand experiences for clients who want to be market leaders.


Element Three is a full-service marketing agency that works across channels to solve real business problems for clients who want to be market leaders.


All of this—from our brand identity to our noble purpose—is the foundation of the rest of the brand. What’s to come is how that brand is represented, verbally, visually, and tonally, to stakeholders inside and outside your organization.

The Brand Wheel

Now it’s time to get into some of the deeper details of your brand. No mission statements or speeches here—just the nuts and bolts of what will make up your look and voice and style.

The brand wheel is a five-part representation of those nuts and bolts. It starts in the outer sections with discrete, mostly measurable and provable facts about your organization and drills down into the very essence (or, if you prefer, soul) of your brand.

Element three brand wheel


First come your brand’s attributes. These are the surface facts about your company that an observant prospect or potential employee would notice when researching you. It’s high-level information about you—kind of a 10,000-foot view—but it’s based on data or verifiable information. Mostly these aren’t things you’re choosing, they’re just natural parts of your business. They might even be found on a sell sheet. Ours include:

Element Three Attributes


Next we look at our benefits, the things that our clients gain when they work with us. For Element Three, that’s not just “marketing” or even “a good return on investment.” It’s more specific than that, it’s the people your company works with and what you give them that your competition might not offer or even consider. Think about the decision-makers who choose to buy from you, and why they do so. Here are the benefits that Element Three provides, and to whom.

Element Three Benefits Chart

Core Values

After that comes our core values, the things that we celebrate and promote within ourselves. This is more of an internal message rather than something you’re going to put in front of your customers (though you can also do that); this is the answer to the question “what kind of company do we want to be?” If you haven't defined yours yet, there are countless examples of really good company core values out there to gather some inspiration. At E3, we defined ours with the acronym “A BEST CO.”

list of core values


From there we move to the personality of your brand. This isn’t just what you’ll put forth in your marketing—it’s your own internal personality, the traits that are must-have for a new hire. It’s how you work and solve problems together. It’s what defines whether or not someone will click in place in your organization. No, of course you don’t need (or want) a bunch of clones, you can’t have a great team without diversity. But possessing these traits will make a team member successful, no matter what other traits they may or may not share.

Ours include:

list of personality traits

Brand Essence

Finally, we distill our brand down to its core, the brand essence. When you look at everything you have to this point, you can use that to determine where it all comes together, and see what the essence of your business is. It can be your slogan or tagline, or it can just be something you keep to yourself. But either way, it’s you.

Brand essence rocket logo

So now you should have a pretty good idea of who you are. But what about your look and your sound, the ways that you represent yourself to stakeholders internally as well as externally?

Brand Clarity

Knowing yourself is the first step. Next, you need to clarify how others will see you, how you’ll represent your brand through different branding elements. There are two main parts to this, both of which come directly from the work you’ve already done to this point.

Is / Isn't Chart

First is the is/isn’t chart, which does exactly what it sounds like—it shows the things that exist in your brand and business, and the descriptors that oppose who you are. The two parts of the chart work together, complementing each other to build clarity regarding where you stand. But the “isn’t” side shouldn’t just be the opposite of the “is” side. Antonyms aren’t helpful.

Look at ours as an example:

Element Three Is and Isn't Chart

As you can see, “Curious” and “Complacent” aren’t necessarily opposites. But words like “Disinterested,” “Average,” and “Ordinary” don’t say much about us. We can say we aren’t ordinary all we want, but only results can really prove it. We can say without a shadow of a doubt that we’re never complacent, and that standing still in an industry that moves at warp speed definitely is in opposition to the natural curiosity and search for truth and new ways of doing things that are parts of Element Three. In this context, then, “Curious” and “Complacent” are perfect opposites.

The is/isn’t chart should incorporate what you already know about your personality, it should reflect the way that you do business, and it is more than just the sum of its parts, building a clear picture of who you are and the traits that you want to avoid.

Visual and Verbal Tone

That all feeds into deciding on the visual tone and verbal tone for your content. Just as your brand is unique to your business, so should be your look and your sound. We establish tone by listing a number of attributes that all creative work should share; variation within those guidelines is possible (and even encouraged) based on the specific audience segment and goals of the marketing piece, but everything you produce should generally follow them. Here are Element Three’s:

Visual Tone

  • Creative
  • Bold
  • Enthusiastic
  • Confident
  • Collaborative
  • Positive
  • Fun

Verbal Tone

  • Direct and to-the-point
  • Bold
  • Passionate
  • Confident
  • Conversational
  • Independent
  • Intelligent/informed

These attributes leave enough room for writers and art directors to get creative with what they do, but they provide enough structure to make sure that each person who works within the brand doesn’t have a jarringly different take on it. This gives your brand a consistency that allows prospects and customers and employees to know what they’re going to get from you, no matter what.

Other Brand Assets

Once you have all of the foundational parts of your brand established, you can get into the parts of the brand that people will actually see. This includes branding elements like your logo, color palette, photography, illustrations and icons, and typefaces. All of the work you’ve done to this point informs your decisions on these questions—you shouldn’t just choose a logo that looks cool or colors that you think are pretty, you should be choosing based on the personality and characteristics that you’ve established for your brand.

Element Three Color Palette

Just because the bulk of this process has already taken place doesn’t mean the actual assets are somehow unimportant. Remember, these are the things that will represent your brand in the real world. It’s unlikely anyone outside your organization will see your brand wheel, but anyone who visits your website will see your logo. Make it a good one.

Element Three Logos

You should also remember that there are differences between the ways in which you represent your brand internally and externally. There are things that will have a different impact on your customers than on your employees, and frankly there are things that are totally appropriate for internal consumption that you’ll never want your customers to see.

Element Three Typeface Usage

One way to handle this is to go a little deeper and create sub-brands within your main brand, all with different assets for different situations. For example, in addition to our primary logo, Element Three also has variants using our elephant mascot that we use in various informal situations, as well as an “E3ers” logo we use for things that involve our own team members. We also have the Fuse Sessions brand, which covers our creative content as well as our creative seminars series. Just make sure that if there are differences between these assets and the ones associated with your primary brand, those differences don’t violate any of the brand’s must-haves. You can have subtle differences between the parts of your brand. Just don’t make them dissonant.

Element Three Brand Assets

Building Your Own Brand Is a Conversation

Looking at the whole of our brand guidelines, it may feel daunting—overwhelming, even. There’s a lot there, and if you’re in a place where you’ve never even thought about these things before, it’s a lot to do all at once. But while there’s definitely a process to it, a formal route from “nothing” to knowing your brand intimately, it’s really something much more simple than that at its core. Really, what you’re doing is having conversations about yourself. You’re thinking about who you are and who you want to be, and how you and everyone in your organization can show that off to people.

There are a lot of parts, a lot of things to think about and keep track of. But to paraphrase Sun Tzu and G.I. Joe, knowing yourself is half the battle. Do the work now, and your marketing will show it.


Thomas Wachtel Team Photo at Element Three

When things get written here, whether it’s a blog post, a print ad or a comprehensive brand plan, Thomas is the one who makes sure all the I’s are dotted and T’s are crossed. Because nothing ruins written work like a typo.