Create comprehensive brand guidelines in Wonderful to maintain consistency across campaigns. Document brand voice, visual identity, usage rules, and ensure compliance.
Brand guidelines are the foundation of consistent, recognizable marketing campaigns. In Wonderful, brand guidelines serve as a living document that informs your team, guides AI-powered content creation, and ensures every asset and campaign maintains your brand's integrity. This comprehensive guide covers everything you need to create, maintain, and leverage brand guidelines effectively.
Brand guidelines (also called brand books or brand style guides) are comprehensive documents that define:
For Team Consistency:
For AI Content Generation:
For Campaign Quality:
For Stakeholder Confidence:
1. Access Brand Guidelines Editor
Brand Hub in the team menuCreate Guidelines or edit existing guidelines2. Choose a Template or Start Blank
Wonderful provides templates for:
3. Begin Documenting Your Brand Follow the recommended structure below, customizing as needed for your brand.
1. Brand Overview
- Brand story and mission
- Brand values
- Target audience
2. Visual Identity
- Logo usage
- Color palette
- Typography
- Imagery and photography
- Icons and graphics
- Layout and composition
3. Brand Voice and Messaging
- Brand personality
- Tone of voice
- Key messages
- Taglines and slogans
4. Usage Guidelines
- Approved applications
- Restrictions and don'ts
- Legal requirements
- Compliance notes
5. Templates and Examples
- Social media templates
- Ad templates
- Email templates
- Print guidelines
6. Brand Extensions
- Sub-brands
- Co-branding rules
- Partner guidelines
Primary Logo:
Example Documentation:
## Primary Logo
Our primary logo should be used in most applications. It consists of
the wordmark with the icon integrated on the left.
### Logo Versions
- Full Color: Use on white or light backgrounds
- Black: Use for print or single-color applications
- White: Use on dark backgrounds or photos
- Monochrome: Use when color reproduction is limited
### Minimum Size
- Digital: 120px width minimum
- Print: 1 inch width minimum
### Clear Space
Maintain clear space equal to the height of the "W" in "Wonderful"
around all sides of the logo.
### Don'ts
❌ Do not rotate or skew the logo
❌ Do not change logo colors
❌ Do not add effects (shadows, gradients, outlines)
❌ Do not place on busy backgrounds without sufficient contrast
Logo Variations: Document all approved logo variations:
Primary Colors: Define your brand's core colors with technical specifications:
## Primary Colors
### Brand Blue
- Hex: #0066CC
- RGB: 0, 102, 204
- CMYK: 100, 50, 0, 20
- Pantone: 300 C
- Usage: Primary brand color, CTAs, headlines
### Brand Gray
- Hex: #333333
- RGB: 51, 51, 51
- CMYK: 0, 0, 0, 80
- Usage: Body text, secondary elements
### White
- Hex: #FFFFFF
- RGB: 255, 255, 255
- Usage: Backgrounds, reversed text
Secondary Colors: Define accent and supporting colors:
Color Dos and Don'ts:
Upload Color Swatches: Attach actual color files:
Primary Typefaces: Document approved fonts with usage guidelines:
## Typography
### Headings
Font: Montserrat Bold
Sizes:
- H1: 48px / 60px line height
- H2: 36px / 44px line height
- H3: 24px / 32px line height
### Body Text
Font: Open Sans Regular
Size: 16px / 24px line height
Color: Brand Gray (#333333)
### Special Text
Font: Montserrat SemiBold
Usage: Callouts, CTAs, emphasis
### Font Hierarchy
Use consistent type scale across all materials. Maintain 1.5:1
ratio between heading levels.
Font Files:
Typographic Guidelines:
Photography Style: Define your visual aesthetic:
## Photography Style
### Style Characteristics
- Natural lighting preferred
- Authentic, candid moments
- Diverse representation
- Lifestyle over product-focused
- Bright and optimistic mood
### Technical Specifications
- High resolution (min 2000px width)
- Sharp focus, well-exposed
- Minimal post-processing
- Natural color grading
### Subject Matter
✅ Do use:
- Real people in authentic situations
- Bright, airy environments
- Close-up details showing texture
- Environmental context
❌ Avoid:
- Overly staged or stiff poses
- Heavy filters or effects
- Stock photo clichés
- Dark or moody lighting
Image Examples: Embed example images showing:
Image Treatments:
Icon Style:
Graphic Elements:
Define your brand's character:
## Brand Personality
Our brand is:
- **Innovative**: We embrace new ideas and technology
- **Approachable**: We're friendly and easy to work with
- **Reliable**: We deliver on our promises consistently
- **Empowering**: We help our customers achieve more
We are NOT:
- Stuffy or overly formal
- Aggressive or pushy
- Cheap or discount-focused
- Trendy or fleeting
Voice Attributes: Define how your brand communicates:
## Tone of Voice
### Professional but Friendly
We maintain professionalism without being stiff. Use
conversational language that builds relationships.
✅ "Let's make your campaign successful together"
❌ "Per our previous correspondence regarding campaign optimization..."
### Clear and Concise
Avoid jargon and complexity. If a simpler word works, use it.
✅ "Use this tool to create ads faster"
❌ "Leverage our proprietary solution to optimize your creative
workflow efficiency"
### Confident but Humble
We're experts, but we don't brag. Show confidence through
helpfulness.
✅ "We've helped 10,000+ brands launch successful campaigns"
❌ "We're the #1 best most amazing platform in the universe"
### Positive and Encouraging
Focus on possibilities and solutions, not problems.
✅ "Here's how to improve your results"
❌ "Your campaigns are failing because you're doing it wrong"
Tone by Context: Adjust tone for different situations:
Core Value Propositions: Document your primary messages:
## Key Messages
### Primary Message
"Wonderful empowers marketing teams to launch better campaigns faster."
### Supporting Messages
1. "Manage all your assets, workflows, and ads in one platform"
2. "AI-powered tools maintain brand consistency automatically"
3. "From creative brief to launched campaign in record time"
### Proof Points
- 50% faster campaign launches (average customer data)
- 10,000+ brands trust Wonderful
- 99.9% uptime SLA
- AI saves 5 hours per week per marketer
Elevator Pitch:
Taglines and Slogans: Document current and approved taglines:
Word Choice:
Grammar and Style:
Inclusive Language:
Visual Dos: ✅ Use approved logo versions ✅ Maintain color consistency ✅ Follow spacing guidelines ✅ Use high-resolution images ✅ Ensure text readability
Visual Don'ts: ❌ Modify logo proportions ❌ Use unapproved colors ❌ Place text over busy images ❌ Mix typefaces inconsistently ❌ Use low-quality or pixelated images
Messaging Dos: ✅ Stay on-brand with tone ✅ Proofread for errors ✅ Use approved taglines ✅ Fact-check claims ✅ Include required disclaimers
Messaging Don'ts: ❌ Make unsubstantiated claims ❌ Use competitor names ❌ Overpromise results ❌ Use offensive language ❌ Ignore legal requirements
Required Disclaimers: Document when and where disclaimers are needed:
Copyright and Trademarks:
Industry Regulations:
Restricted Content: What cannot be used in brand materials:
Platform-Specific Rules:
## Instagram Guidelines
### Feed Posts
- Image: 1080x1080px (square) or 1080x1350px (portrait)
- Format: JPG or PNG
- Text: Max 2,200 characters, aim for 150-200
- Hashtags: 5-10 relevant hashtags
- Tone: Casual, visual-first
### Stories
- Size: 1080x1920px (9:16)
- Safe zone: Keep important content in center
- Duration: 15 seconds max per slide
- Text: Large, readable fonts
- Tone: Behind-the-scenes, authentic
### Reels
- Size: 1080x1920px (9:16)
- Length: 15-90 seconds
- Audio: Trending sounds or brand music
- Captions: Always include for accessibility
Content Templates:
Meta Ads:
Google Ads:
Email Design Standards:
Link Guidelines to Tasks:
Guideline Checkpoints: Create approval checkpoints that reference guidelines:
Templates with Guidelines: Create task templates that include guideline references:
Team Onboarding:
Quick Access:
Mobile Access:
Client Access:
Vendor Guidelines:
Brand Portal: Create a public-facing brand portal:
When to Update Guidelines:
Version Numbering: Use semantic versioning:
Change Documentation: Document what changed in each version:
## Version History
### v2.0.0 - January 15, 2025
- Major brand refresh
- New color palette
- Updated logo
- Revised brand voice
### v1.3.0 - October 1, 2024
- Added social media guidelines
- New Instagram Reels specifications
- Updated Meta Ads requirements
### v1.2.1 - August 12, 2024
- Fixed typos in typography section
- Clarified logo minimum sizes
1. Draft New Version
2. Notify Team Members
3. Archive Previous Version
4. Update Linked Resources
Before launching any campaign, verify:
Review Process:
Common Violations: Track and address frequent issues:
Corrective Actions:
Quarterly Brand Audits:
Competitive Analysis:
Initial Training:
Ongoing Education:
Self-Service Resources:
From Team Members:
From Stakeholders:
When to Evolve:
How to Evolve:
Consistency Principles: Even as brands evolve, maintain:
With comprehensive brand guidelines in place:
Need help creating your brand guidelines? Contact support@usewonderful.com for a consultation with our brand strategy team.