What to Include in a Brand Style Guide for Social Media

Because “Sort of Consistent” Isn’t a Strategy

Your brand might be crystal-clear in your head, but if your social team (or virtual assistant, or intern, or future you) doesn’t have guidelines to follow, things can get messy fast.

That’s where a brand style guide comes in. It’s not just for big companies with marketing departments—it’s a must-have tool for any business that wants to stay visually and verbally consistent online.

Here’s what to include—and how to keep it useful.

What a Social Media Style Guide Actually Does

Think of it as a visual and verbal playbook. It helps anyone creating content for your business know:

• What your brand looks and sounds like
• How to format posts across platforms
• What to avoid
• How to stay consistent across all touchpoints

Client perspective tip: Even if you’re a one-person shop right now, your future self (and any new hires or collaborators) will thank you for documenting this stuff.

1. Brand Overview & Personality

Start with a short description of your brand’s voice and values.

Example:

“We’re professional but warm. Confident, but not stuffy. We write like real people talking to real people.”

Outline the tone and energy you want your content to convey. Include a few adjectives (e.g., bold, friendly, expert, witty) and a few examples of “we say this, not that” style contrasts.

2. Logo Usage Guidelines

Include:

• Full logo, alternate logo(s), icon version
• Proper spacing and minimum size
• Background rules (light/dark/transparent)
• Where logos should (and should not) appear

Make it clear whether the logo should be used in post designs or just in profile pictures and headers.

3. Brand Colors (with HEX Codes)

List all primary and secondary colors with HEX or RGB codes.

Pro tips:

• Assign meaning to colors (e.g., blue for headlines, yellow for accents)
• Include contrast rules to ensure accessibility
• Limit yourself to a manageable palette for ease of use in templates

4. Typography

Specify:

• Header and body fonts
• Font sizes or hierarchy for carousels, captions, and story text
• Web-safe fallback fonts

Clarify how to apply styles like bolding, italics, or uppercase. Consistency here improves scan-ability and professionalism.

5. Templates for Posts

Include thumbnails or links to your go-to templates for:

• Tips or educational posts
• Announcements or promotions
• Testimonials or client wins
• Behind-the-scenes photos
• Reels/TikTok covers

Templates help streamline workflow and keep your feed looking cohesive—even when you’re batch-creating or outsourcing.

6. Photography and Visual Guidelines

Even if you use stock photos, document your preferences for:

• Subject matter (people, workspaces, flat-lays?)
• Lighting style (natural, moody, bright?)
• Framing and cropping
• Filters or photo treatments

This helps maintain visual harmony between your brand graphics and lifestyle content.

7. Iconography and Illustration Style

If you use icons or illustrations:

• Choose a consistent style (outline, solid, duotone)
• Specify color treatments
• Provide examples of what fits and what doesn’t

8. Post Formatting Rules

Platform-specific guidelines are helpful, especially for teams juggling Instagram, Facebook, LinkedIn, and TikTok.

Include notes like:

• Max character counts or caption structures
• How to use hashtags (and how many)
• Preferred emoji usage
• Tagging conventions and CTAs

Final Thoughts

Your brand guide doesn’t have to be fancy—it just needs to be functional. Whether you’re training a team or just trying to keep your grid from spiraling into chaos, a well-documented guide is one of the smartest tools you can invest in.