Model Fashion Information: How To Write One


Up to date June 7, 2022

A mode information isn’t essentially the most thrilling content material to create, nevertheless it’s one of the important for the success of your content material. It might probably present clear, common steering to thwart model fails that come from inconsistency or miscommunication amongst your content material crew.

#Branding fails occur due to an absence of a transparent model information, says @SashaLaFerte through @CMIContent. Click on To Tweet

A mode information additionally generally is a solution to foster content material authenticity – containing directions for all events creating content material on your firm.

This text addresses why your group wants a method information, particulars what to incorporate in your model information, and offers examples of top-notch model guides to make sure streamlined exterior communications.

Why you want a method information

First, what’s a model model information?

A model model information is a holistic set of requirements that defines your organization’s branding. It references grammar, tone, emblem utilization, colours, visuals, phrase utilization, perspective, and extra.

A model model information references grammar, tone, emblem utilization, colours, visuals, perspective, says @SashaLaFerte through @CMIContent. Click on To Tweet

By creating an in depth model model information, you make sure the revealed content material is constant, polished, recognizable, and extra satisfying. A radical, well-thought model information places your viewers first. It creates a recognizable, partaking voice and character with which readers can kind a extra private connection.

HANDPICKED RELATED CONTENT: 5 Steps To Discover Your Model Voice

What to incorporate in your model information

GatherContent recommends {that a} model information be between 4 and 5 pages. Something longer is an excessive amount of to digest. Create a method information primarily based on what resonates with who your viewers is and what they need.

Preserve model information to not more than 4 or 5 pages, based on @GatherContent. @SashaLaFerte through @CMIContent. Click on To Tweet

In case you have a mission assertion or boilerplate about us description on your model, begin there. Revisit it to ensure it’s not solely on level with what it says however how it says it. When you outline your model voice as conversational, however your mission assertion is stuffed with company jargon, it’s most likely price revisiting.

From there, create a desk of contents on your model information and use it as a top level view. All model guides ought to embody an introduction. This would possibly embody a mission assertion, letter from the CEO, about us web page, or basic overview of the corporate’s model and viewers. Subsequent, create a bit on how your model talks and writes and one other part on branded visuals. Right here’s a breakdown of what these sections ought to embody.

Writing part

A model’s picture typically could be attributed to what it says and the way it says it. Particulars like whether or not to make use of “&” or “and” or the numerical or written variations of numbers could appear trivial. However the sum of those particulars provides up. If they’re constant all through your model’s revealed work, they convey the identical voice, coherent considering, and credibility unattainable to realize with out this consistency.

Listed here are some suggestions for guaranteeing that your model information aids in creating first-rate content material:

  • Baseline information: Use an current model information (like AP Fashion) as the bottom. Add your model’s variations, comparable to the usage of the Oxford comma or basic finest practices for emojis.
  • Formatting: Add a small part round formatting. Embody particulars on easy methods to use bullets, lists, hyphens, and quotes.
  • Tone and voice: Describe these qualities and provides examples of proper and/or unsuitable tone and voice. In order for you a playful tone, clarify what meaning. This part additionally ought to embody info on sentence construction. Would you like lengthy, advanced sentence buildings, a mixture, or Hemingway simplicity? (Professional tip: Don’t use lengthy sentences if you wish to be persuasive.)
  • Further particulars: Embody a bit on easy methods to interact, phrases to keep away from, and some other particulars necessary to your model. Use the model character spectrum under to get a greater thought of what’s necessary to your model’s written content material.

In your model model information, give descriptions and examples of tone and voice, says @SashaLaferte through @CMIContent. Click on To Tweet

Image showing the Brand Personality Spectrum: Personable and friendly to Corporate, professional. Spontaneous, high energy to careful thinking, planning. Modern or high tech to classic and traditional. Cutting edge to established. Fun to serious. Accessible to all to upscale.


Visible part

Visible cues are as necessary to model consistency because the written facets. Take into account these parts on your model information’s visible part:

  • Codecs: Embody info on easy methods to keep on model with different codecs of content material, together with infographics, video, movement graphics, and so forth.
  • Colours: Element your model’s palette of colours, together with operate. Be sure that to incorporate every coloration’s hex, CMYK, and RGB codes, in addition to Pantone quantity.
  • Emblem: Embody all variations of your emblem and examples of correct makes use of. In case you have older or ceaselessly misused variations, embody them as “don’t-use” examples.
  • Fonts: Checklist all model fonts for headings, paragraphs, and so forth., and their makes use of.
  • Presentation format: Embody a hyperlink to an organization slideshow template for shows.


2 manufacturers with superior model guides

Listed here are two manufacturers everyone knows which have first-class model guides and highlights on what makes them particular.


MailChimp’s model information totally prepares any contributor to create on-brand content material. Test it out in case you’re seeking to create a information with a number of element. MailChimp additionally breaks out writing pointers by content material kind, from emails to weblog posts to social media.

At Mailchimp, we’ve walked in our prospects’ sneakers, and we all know advertising know-how is a minefield of complicated terminology. That’s why we converse just like the skilled and compassionate enterprise companion we want we’d had manner again when.

We deal with each hopeful model critically. We need to educate individuals with out patronizing or complicated them.

Utilizing offbeat humor and a conversational voice, we play with language to convey pleasure to their work. We choose the refined over the noisy, the wry over the farcical. We don’t take ourselves too critically.

Whether or not individuals know what they want from us or don’t know the very first thing about advertising, each phrase we are saying informs and encourages. We impart our experience with readability, empathy, and wit.

Highlights embody the thesaurus and voice and tone sections. Their voice part begins with a succinct paragraph: “At Mailchimp, we’ve walked in our prospects’ sneakers, and we all know advertising know-how is a minefield of complicated terminology. That’s why we converse just like the skilled and compassionate enterprise companion we want we’d had manner again when.”

@Mailchimp’s model information prepares any contributor to create on-brand #content material, says @SashaLaferte through @CMIContent. #Contentmarketing #Examples Click on To Tweet


Although Uber lately moved its model information to a protected web site, its former publicly shared information is a useful instance. It’s full of GIFs and movies that convey the very motion Uber is so happy with. Uber makes use of this web site to not solely describe model model however to share the model story, showcase examples of its branding carried out effectively, and supply useful instruments. (The picture under with the large, daring textual content displays Uber’s model – “A daring new model awaits.”

@Uber’s model model information is full of GIFs and movies that convey the very motion Uber is so happy with, says @SashaLaferte through @CMIContent. #Contentmarketing #Examples Click on To Tweet

Based on Uber, the rules cowl 9 parts: emblem, coloration, composition, iconography, illustration, movement, images, tone of voice, and typography. The model information’s residence web page additionally makes it handy for customers by highlighting and linking essentially the most ceaselessly requested property:

An image showing most-requested assets: Company presentation template, agency onboarding, uber logos, tools and templates.

Create your model’s model information

Now you realize why a great model information is necessary, what it ought to seem like, and what to incorporate. It’s time to create one on your firm. Embody the advertising crew, gross sales crew, and some other creatives working in your advertising and merchandise when creating a method information. Upon completion, share it companywide, and retailer it as a dwelling doc in an easy-to-find place.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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