What's in a brand style guide?

Don't be brand basic. If the purpose of branding is to build a sustainable competitive advantage, then the main function of a brand style guide is to help ensure visual and verbal consistency across all brand communications.

The best examples can accomplish much more, though, by motivating team members and inspiring that other magical marketing component: creativity. In the latest print edition of Topographic, we outline three approaches to help decide what type of style guide would be most helpful for your organization.

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