Brand guideline are a set of RULES that explain how your brand works. They typically include information such as an overview of your brand's history, vision, personality and key values. Used both internally and externally to communicate who you are, what you stand for, they act as a road map for others to use the brand responsibly, not muddy it and confuse your customers.

They generally include:
* An overview of your brand’s history, vision, personality and key values
* Mission statement – including examples of written ‘tone’
* Logo use – how to use the logo, including min sizes, spacing and rules of how not to use it
* Colour – your primary and secondary colour palettes with value breakdowns for print, screen, web
* Type style – showing the font that you use and details of the font family and default fonts for web use
* Imagery – examples of image style and photography that work with the brand
* Business card and letterhead design – how the logo and font are used in business materials.

Brand guidelines are there to safeguard your brand – they should be flexible enough for designers to be creative, but rigid enough to keep your brand easily recognisable and in check, especially if your brand is to extend across multiple media platforms.