One thing great brands have in common is consistency. A consistent look and feel builds recognition, trust, and credibility. And the key to consistency is a tool known as the branding standards package.
You don’t need to spend ten thousand dollars or more, as many large companies do, to have an effective branding standards package. In fact, with the right approach, you can have one that’s more modern and practical than what major brands have ever sent us.
What’s in a Branding Standards Package
At its core, a branding standards package defines how your brand should be used across all materials. The basics usually include:
- Logo usage rules—including how not to use it.
- Approved colors, fonts, and parameters.
- Guidelines for consistent branding elements and overall tone.
These standards ensure that whether it’s a brochure, website, or presentation, your brand looks unified and professional.
Brazzell Marketing Agency Tips for a Better Package
- Store it as a zip file. Don’t just have a PDF with rules. Package everything—logos, fonts, guidelines—into a single downloadable file so your brand is ready to use.
- Include all logo files. Go beyond raster images like JPEGs and PNGs. Add vector files for clarity at any size. Make sure you have transparent background versions, and don’t forget the long-overlooked SVG file format—universally compatible with both professional design software and everyday office programs.
- Provide your actual fonts. Don’t force future designers to chase down or re-license your company fonts. Select a font scheme from Google Fonts or another reliable supplier and include the font files in your package. This ensures brand fidelity across every project, large or small.
Bottom line: A great branding standards package isn’t about spending big—it’s about being practical, thorough, and forward-thinking. With a few smart steps, you can empower anyone who touches your brand to keep it consistent, modern, and unmistakably yours.
If you would like professional assistance developing your branding standards package, contact Brazzell Marketing Agency. Our current professional fee (September 2025) is $699.