Brand Guidelines & Playbooks

Get a brand guide that removes guesswork and keeps every designer, copywriter, and marketer aligned. We build practical, scalable systems that cover visual identity, voice, messaging, and real-world usage across web, social, print, and sales collateral.

Who this is for

  • Company leaders who want consistent execution across teams and vendors
  • Founders who need a credible system before scaling ads and content
  • Multi-location and franchise groups that need guardrails and templates

What is a brand guide?

A brand guide is the rulebook for how your brand looks, sounds, and behaves. It documents identity, design, copy standards, accessibility, and usage across channels. The point is consistency that drives recognition, trust, and performance.

Core components we include

  • Brand strategy: mission, vision, values, positioning, elevator pitch, and key messages
  • Voice and tone: personality, do’s and don’ts, sample copy for web, ads, email, and social
  • Logo standards: primary, secondary, icon, spacing, minimum size, incorrect uses
  • Color system: primary and secondary palettes with HEX, RGB, CMYK, and Pantone
  • Typography: headline and body families, hierarchy, scale, and web fallbacks
  • Imagery system: photography style, illustration style, iconography, and examples
  • Layout and grids: spacing rules, components, and common patterns
  • Accessibility: color contrast guidance and alt text standards
  • Applications: social templates, ad units, email headers, landing page modules, sales deck covers, and business collateral
  • Governance: approval flow, asset management, and update cadence

Our packages

Starter Brand Guide

A lean system for early-stage teams that still need professional standards.

Deliverables
  • PDF brand guide
  • Logo usage rules and incorrect use examples
  • Color palette with production codes
  • Typography and hierarchy
  • Basic voice and tone page with short examples
  • Social avatar, email signature, and one social post template
Timeline
  • 2 to 3 weeks
Investment

  • $1,500

Good fit

Startups, solo practices, or rebrands that need quick guardrails

Core Brand System

A complete guide that aligns strategy, visuals, and copy across channels.

Deliverables
  • PDF brand guide
  • Strategy section: positioning, elevator pitch, and key messages
  • Voice and tone playbook with examples for web, ads, email, and social
  • Full logo system and usage
  • Primary and secondary color systems with usage ratios
  • Typography with responsive scale and web fallbacks
  • Imagery direction, iconography, and do’s and don’ts
  • Accessibility guidance
  • Application set: 6 to 10 templates across social, ads, email, landing pages, and a sales one-pager
  • Governance: file naming, versioning, and update workflow
Timeline

  • 4 to 6 weeks

Investment

  • $6,500

Good fit

Small to mid-size companies that produce regular campaigns and content

Enterprise Brand Playbook

A multi-team system with deeper strategy, complex applications, and roll-out support.

Deliverables
  • Interactive brand playbook (PDF + editable templates)
  • Research inputs: competitor scan and up to 5 stakeholder interviews
  • Advanced voice system with scenario-based examples and message maps
  • Extended design system: components, grids, and layout patterns
  • Photo and video direction with usage rights checklist
  • Accessibility and localization guidance
  • Application suite: sales deck toolkit, event signage, OOH ad specs, packaging or merchandise where relevant
  • Launch plan: training session, Q&A office hours, and governance model
Timeline

  • 8 to 12 weeks

Investment

  • $25,000

Good fit

National brands, franchise networks, or any team coordinating multiple agencies

Add-ons

  • Logo refresh or new mark
  • Photo or video production direction
  • Copy library for ads, email, and landing pages
  • Social media kit and Canva templates
  • Pitch deck redesign
  • Brand training workshop for internal teams and vendors
  • Ongoing brand stewardship on retainer

Process

1. Discovery
Current assets, goals, audiences, competitors, and requirements.
2. Strategy
Positioning, key messages, and voice system.
3. Design System
Logos, color, type, layout rules, imagery, and iconography.
4. Applications
Templates for social, ads, email, landing pages, and sales materials.
5. Review and Revisions
Two structured revision rounds with clear checklists.
6. Delivery and Training
Brand guide, editable templates, and a live training session.

Deliverables

  • PDF brand guide and source files
  • Organized folders with naming conventions
  • Fonts, color swatches, and export presets
  • Editable templates for the applications included in your package
  • A rollout checklist that helps your team adopt the system

Why iLoyal

  • Strategy plus execution
  • You are not getting a pretty PDF only. You are getting a system your team can use tomorrow.
  • Real templates
  • We include the actual files for social, email, ads, and sales.
  • Practical governance
  • We set rules that keep vendors aligned and keep work on brand without slowing momentum.
  • Local partnership
  • Based in Scottsdale, serving Arizona and national clients across multiple industries.

Pricing clarity

If you only need visual standards without strategy, the Starter package fits. If you want a single source of truth that covers copy, creative, and channel usage, the Core package is the right choice. If you manage multiple teams or franchises and need training and rollout, go Enterprise.

Looking for a phased plan that starts lean and scales? We can stage delivery across two quarters.

FAQs

Expect to refresh messaging or templates yearly and do a broader update every 18 to 24 months as products and channels evolve.

Yes. Typical milestones: 50 percent to start, 25 percent at draft, 25 percent at delivery.

Yes. A logo refresh or new mark can be scoped as an add-on.

Yes. We supply a set of Canva templates on Core and Enterprise.

Consistency in voice, headings, and on-page patterns helps content teams ship faster and keep metadata disciplined. That leads to cleaner site architecture and better performance over time.

Ready to get consistent and scale creative output without chaos?

  • Request a scoping call
  • Ask for a sample guide
  • Send us your current assets for a quick audit