A comprehensive B2B brand guidelines document should cover: brand positioning and narrative, voice and tone guidelines with examples, logo usage rules, colour palette with hex/RGB/CMYK values, typography specifications, iconography and illustration style, photography direction, layout templates, and co-branding rules. The best guidelines are digital, searchable, and include downloadable assets.
The biggest mistake companies make with brand guidelines is treating them as a design reference document rather than a strategic tool. Guidelines that only cover logo placement and colour codes get ignored by sales teams, product marketers, and external partners. The most effective guidelines start with positioning and narrative — giving everyone in the company the language to talk about the brand consistently. Our B2B brand identity guide covering identity vs positioning and visual messaging explains why this strategic layer matters more than pixel-perfect logo specs. For companies building their first brand system, our guide to building a winning B2B brand strategy covers the full process from research to deliverables. The visual system should be robust enough that your brand extends well beyond the logo into every customer touchpoint — from pitch decks to trade show booths to LinkedIn banners.
