The article explains the value of the style guide, with comments such as “maintaining a consistent look and feel to all materials was crucial in maintaining a positive and lasting impression of the organisation.”

Comprehensive style guide

Putting the elements together for a brand

As is often the case, the article discusses the design elements of the brand (such as where the logo goes on letterheads, forms and advertising). Designers often prepare (or advice on) a style guide that is actually a design style guide; a comprehensive corporate style guide will include all elements of the brand style such as spelling and punctuation conventions and writing style.

They also make the mistake of using the word brand instead of logo – brand is so much more than a logo.

For true consistency, a style guide must include everything. It can then be split into components for specific uses – such as pulling out the website design section for a web designer or the logo and colours for a form designer.

Logo guidelines

In case you are working on your style guide, here are some of the key points this article mention about use of their logo to get you thinking more broadly.

1. only use the logo in provided formats and colours
2. use the logo only once in corporate documents
3. use the entire logo (i.e. don’t split the image from the text)
4. never print other images or word over the logo
5. logo must be prominent
6. unless using a provided template, get approval from {name} before using logo in external materials

Have you considered all those issues for your logo and included them in a style guide?

A blank page can be hard to fill

I don’t agree – there are times a template is not the right answer but they can be very useful in business.

Using a template doesn’t mean everything is exactly the same  - adjustments are made to suit the purpose.

Templates for letters, emails, style guides, procedures, web pages and other business materials can help your business in three key ways.

1. Consistency
   If every letter sent from your business has the same format, it looks professional, builds your brand and shows attention to detail
2. Time saving
   Using a template saves a lot of time. An email or webpage template can reduce the time needed for formatting, setting meta data and remembering the necessary details (phone, ABN, disclaimer, etc), and so on.
3. Getting started
   A template can provide a starting point and can be much easier to work from than a blank page – this saves mental energy and time. If you don’t know where to start with preparing a style for your business, a corporate style guide template can get you started and inspire you to ask the right questions

I think templates are suitable for many things (e.g. procedures and standard information) although they can be misused and abused.

What templates do you use (or have you used) in your business? What advantages do you get from them?

Kylie posted that customising and branding your invoices is useful, and quite easy. Personally, I have always had my logo and other details in my invoices, but I hadn’t thought about changing the font. Many people would say that invoices are boring and nuisances rather than marketing tools – and that no one would ever notice what font the dollars are printed in – but it still part of being consistent and reinforcing the look of your business. It also shows an attention to detail for anyone who does notice the details of your invoice.

So, is your invoice branded? Does that include choice of font, wording style and colours/backgrounds?