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A guide for Brand Identity Guidelines. It reminds me of the eternal question, “What came first… the chicken or the egg?” Whether the egg needed a chicken first, or the chicken appeared from the egg; it’s enough to make your neck spin while your shaking head is erupting.

Fortunately, you need only a guideline. And to develop it, you need a guide.

Now that you know why you should Never Underestimate Brand Identity Guidelines, only one thing remains for us to do. That is to solve your problem.

Let’s do it!

Your Brand Guidelines can answer to a gazillion questions about your Brand Identity. But if you keep in mind the mandatory parts that need to be included, your manual will take the exact form that both your employees and consumers need.

What Should The Brand Identity Guidelines Contain?

For your manual to inspire your consumers’ confidence and trust, to save your employees’ time and effort and to accurately deliver your brand message, there are several issues that you must address.

  1. What exactly your business is about.
  2. What problems your consumers have that you need to solve.
  3. What your brand essence is. What values, promises, image, and message it has.
  4. What your logo expresses.
  5. What colors, fonts, positions, size and imagery you use in your branded communications.
  6. What voice, tone and copywriting style you use in branded communications.
  7. What the unique story is behind your business name.
  8. Who the decision makers are and what rules they should follow.
  9. What trademarks and intellectual property you own.
  10. Who your ideal customer is.
  11. What the main message is that you address your customers with.
  12. What brochure guidelines you use. Any available social media guidelines.
  13. What resources you offer for further information.
  14. What your contact details are. What your online presence is.
  15. What your marketing and sales strategies consist of.
Through a simple Google search, you can find several examples of Brand Identity Guidelines

The range starts with a few pages, but there are some other extremely detailed ones. Depending on your needs, you will use your creativity accordingly.

The best that you can do is to offer tons of information, meaning your guide should have comprehensive content. And… that is all for today.

That was pretty easy, right?

Hold on! Only one thing remains.

At least as much as I am obsessed with brand-ING your soul, there is one aspect you should be obsessed with.


Design and format your brand identity guidelines to match your soul. Everything should match. In fact, pour your heart into it and be sure that your consumers will feel it. And when they feel it, your manual becomes a real success!

Now… did you enjoy this blog post? If so, let me know!

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Sashka Hanna-Rappl

Founder and CEO at BrandSashka e.U.
Sashka Hanna-Rappl is a branding-marketing strategist, entertainer, author and speaker, serving visionary underdog leaders in the lifestyle market, who want to go from no name to brand leadership without selling their soul but leading with it.

Her signature approach is to Brand Your Soul® using Soul Brand Marketing®. Her methods are creative, wise, humorous and imaginative, to help lifestyle entrepreneurs ‘come-out-of-the-closet’ with a brand that is tailored to the entrepreneur rather than the product and/or service.
Sashka is the author of Soul’d Out: Your Guide to Finding Your Life Purpose, which also includes a 50-page workbook, written for people who want to find their life purpose and apply it to their vocation.

Physically trained as an actress, dancer, singer, consumer behaviorist, marketer and advertiser, she’s empowered hundreds of clients, students, children and event attendees, to see that their life purpose is what steers their brand and gives it soul and the brand leadership entrepreneurs desire.

She’s been featured on Natural Born Coaches, Trafeze, Steven Aitchison, various virtual on-and offline summits and more.

Born and raised in South Africa, residing in London (UK), she now lives in the Tyrolean Alps with her one husband, three children. She is a slave to one cat and is shadowed by one dog.
Contact Sashka here.
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