The importance of Brand Guidelines for FMCG brands

By Scott Campbell Gamley

What are Brand Guidelines?

Brand guidelines, sometimes referred to as brand identity guidelines, is a document that you can use to help identify, build, and grow your brand. When your company works on a new branding project or goes through the rebranding process, you should be given your shiny new brand guidelines on completion of the project.

Why do we use Brand Guidelines

Setting Standards and Rules

You probably know your brand’s identity inside and out, but a new employee may not. Brand guidelines are a valuable tool for your employees to keep your brand cohesive. Your brand guidelines are composed of rules on how to use your brand’s visual elements. These rules will include when to use a logo versus a wordmark, how to space the logo, and the hierarchy of colour and typography.


Every time someone visits your website, sees your business card, or receives marketing material from your company, they receive a perception of your company outside of the content they actually consume. By having set rules and restrictions, it becomes possible to communicate a consistent brand identity.

Consistency is important in making your brand recognisable and reliable. It ultimately communicates that your brand takes pride in the details.


Keeping your brand consistent allows it to be more immediately recognisable within your industry and with your target audience. Building a recognisable brand can take a lot of time, but your brand can quickly be distinguishable by adhering to your brand guidelines.

Staying Focused

When introducing new products or services, a brand can get stretched too thin. By implementing brand guidelines, you have the tools to quickly and effectively maintain consistency. Brand guidelines help you aim your business’ interests with your intended audience.


When a brand’s identity is cohesive, it increases the brand’s perceived value. Consistency allows your brand to appear more professional and reliable. By implementing brand guidelines, you make it easier to maintain the quality and integrity of your brand’s image.


With brand guidelines in place, you can ensure your brand’s elements are used effectively and look professional whenever they are used – and when the elements in your brand are used in the correct way consistently, you can build a powerful and recognisable brand.