The Ageing Sea

Blog | The Ageing Sea

We talk all things branding on The Ageing Sea blog. Learn more about building your brand and the importance of individual brand elements.

Invest In Your Brand

It looks incredible ... best money I have ever spent.
— Dean Wattrus, Director, JD Nutraceuticals

Whether you’re just starting in business or already established, developing a brand is an important investment. The most valuable part of this process is to develop a brand style guide to help deliver clear, confident and trustworthy communication.

Why should every brand have a style guide? Because it helps to give your brand uniformity and works for not only your creative team, but every employee. To have everyone on board in your organisation with a concrete understanding of how your brand should look and feel is a great asset.

In a nut shell, a style guide consists of recommendations for logo usage including colour scheme, font hierarchy, together with language and tone of voice, purpose and values and can also include communication examples for how your brand should look like across mediums like posters, advertisements and digital ads. 

The Brand Style Guide: Broken Down

Purpose and Values

Defining and understanding what your businesses purpose and values are is a crucial part of any business. It’s the backbone, or the building blocks for everything your company stands for. Your purpose and values can consist of statements (ie. why, how and what) and/or keywords which help to create an overarching culture and provides a clear direction for your employees and customers alike to commit too. An example of a purpose statement could be ‘We believe in simplicity through fearless innovation’ with keywords or tagline being ‘innovate, support and respond’.

Brand Identity / Logo

Brand Identity or Logo usage and variations include the correct way to use a logo in both portrait and landscape options, a preferred colour combination and minimum size for both print and digital applications. This eliminates any incorrect use of your logo and ensures it appears consistently across the board in every format. What’s more, a style guide is very handy when there is a need for reproducing Pantone colours across different mediums and is also very useful in situations for example when new signage is required. A quick email of the style guide to your sign writer ensures logo, colour and placement are exactly on brand.


A guide of what type of photography images to be used helps with ensuring images are always on brand, certain images are included as examples. An explanation to describe what type of photography to use could be, “We believe in a natural style of photography capturing our audience in their own environment is best suited to the brand. The photography must be honest, diverse, energetic, engaging and portray a sense of empowerment where applicable”.

Tone of Voice/Language

Tone of voice represents the personality of the brand. Generally a set of guidelines are outlined as to whether the brand is fun and playful, or professional and serious, with a series of key words that best describe the brand’s values. This gives a clear style of communication that is used in every promotional piece whether it’s an ad, media release, social media post and can even be used as a bench mark when staff are interacting with customers.

A style guide reiterates your brand and is essential in keeping your messaging on point each and every time. By doing this, you’re giving your brand the best chance at creating communication that is valued and effective in hitting the mark.

We recently completed a project for a nutritional supplement company which included brand and product packaging development and a brand style guide. Here’s what they had to say; 'It looks incredible ... best money I have ever spent.’ ~ Dean Wattrus, Director, JD Nutraceuticals.

We’ve also developed a new brand for our client Haynes Group which includes an extensive Style Guide populated with 12 months of brand roll out collateral.

Thinking about investing in your brand? Get in touch.