How to Create a Brand Style Guide for Your Charity

A brand style guide is the rulebook for your charity’s visual and verbal identity. It ensures consistency across all communications, from your website to your social media posts, and helps build a strong, recognisable brand.

But how do you create one? Here’s a step-by-step guide to developing a brand style guide that reflects your charity’s mission and values.

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What is a Brand Style Guide?

A brand style guide is a document that outlines the key elements of your charity’s brand, including:

• Visual Identity: Logo, colours, fonts, and imagery.

• Tone of Voice: The way you communicate with your audience.

• Usage Guidelines: Rules for how and where your brand elements should be used.

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Why Your Charity Needs a Brand Style Guide

• Ensures Consistency: A style guide ensures your brand looks and sounds the same across all platforms.

• Saves Time: It provides clear guidelines, reducing the need for guesswork or repeated approvals.

• Builds Trust: A consistent brand reinforces professionalism and credibility.

• Supports Collaboration: It helps external partners, like designers or agencies, understand and adhere to your brand.

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Step 1: Define Your Brand Identity

Before creating your style guide, clarify your charity’s mission, vision, and values. Ask yourself:

• What is our purpose?

• Who is our target audience?

• What makes us unique?

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Step 2: Outline Your Visual Identity

Your visual identity is the foundation of your brand. Include the following in your style guide:

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Logo

Provide high-resolution versions of your logo in different formats (e.g., full colour, black and white).

Specify clear space requirements (the minimum space around the logo).

Include examples of incorrect usage (e.g., stretching, distorting, or altering the logo).

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Colours

Define your primary and secondary colour palettes.

Include colour codes for print (CMYK) and digital (RGB/HEX) formats.

Specify how and where each colour should be used.

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Typography

Choose 2-3 fonts for headings, body text, and accents.

Specify font sizes, weights, and styles for different use cases (e.g., website vs. print).

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Imagery

Define the style of photography, illustrations, or graphics that align with your brand.

Include examples of approved and unapproved imagery.

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Step 3: Define Your Tone of Voice

Your tone of voice reflects your charity’s personality and values. Include the following in your style guide:

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Brand Personality

Describe your charity’s personality in a few words (e.g., compassionate, inspiring, professional).

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Language Guidelines

Specify preferred terminology and phrases.

Include examples of dos and don’ts for tone (e.g., “Use inclusive language” vs. “Avoid jargon”).

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Messaging Framework

Provide key messages, taglines, and elevator pitches that align with your brand.

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Step 4: Set Usage Guidelines

Include rules for how your brand elements should be used across different platforms:

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Digital Guidelines

Specify how your logo, colours, and fonts should appear on your website, social media, and email newsletters.

Include examples of branded templates for social media posts or email campaigns.

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Print Guidelines

Provide guidelines for brochures, posters, and other printed materials.

Include templates for business cards, letterheads, and signage.

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Social Media Guidelines

Define how your brand should be represented on different platforms (e.g., Instagram vs. LinkedIn).

Include examples of branded hashtags, captions, and post formats.

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Step 5: Share and Train

Once your style guide is complete, share it with your team and external partners. Provide training to ensure everyone understands and follows the guidelines.

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Step 6: Review and Update

Your brand may evolve, so review and update your style guide regularly to ensure it remains relevant.

By creating a brand style guide, your charity can ensure consistency, build trust, and strengthen your brand identity.

Remember, a strong brand is more than just visuals—it’s the heart and soul of your organisation.

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