Creating Brand Guidelines for Your Local Business: A Step-by-Step Guide

As a local business owner, you might think brand guidelines are only for big corporations with massive marketing departments and budgets.

But the reality is, having clear brand guidelines is even more crucial for local businesses looking to build recognition, trust, and stay top of mind in their communities.

When customers consistently interact with your business across all touchpoints–from your brick-and-mortar to your social media–they develop a deeper connection to your brand.

And, if you’re thinking that creating brand guidelines seems daunting and difficult, this step-by-step guide will put your mind at ease as we dive into creating practical, effective brand guidelines that will help your local business become and stay known in your community.

What Are Local Business Brand Guidelines?

Sometimes referred to as a brand style guide, brand guidelines are a documented set of rules and standards that define how your business presents itself to the world.

For local businesses, these guidelines ensure consistency in how your brand appears across all customer touchpoints in your community.

Your brand guidelines should include:

Visual elements: Logo usage, color palette, typography, imagery style
Voice and messaging: Tone of voice, key messages, taglines
Application examples: Storefront signage, vehicle wraps, employee uniforms, community events collateral.

Why Local Businesses Need Brand Guidelines

Unlike national chains with restrictive and somewhat generic brand guidelines, local businesses have unique advantages in creating deeper community connections.

Your brand guidelines should leverage and capitalize on these strengths by:

Building recognition: When neighbors repeatedly see consistent branding, they remember you
Creating trust: Professional consistency signals reliability and attention to detail
Saving time and money: Make faster decisions and avoid costly design revisions
Empower employees: Give staff clear direction on representing your business
Strengthen community presence: Create a cohesive local identity that resonates

Step-by-Step Guide to Creating Your Brand Guidelines

Step 1: Define Your Local Brand Foundation

Before diving into visual elements, document these foundational aspects:

Mission Statement: Why does your business exist in your community?

Example: “At Hollywood Hardware, we aim to provide expert advice and quality tools that help our neighbors successfully complete their home DIY projects.

Brand Values: 3-5 core principles that guide your business decisions

Example: Local expertise, Quality products, Neighborly service.

Brand Personality: If your business was a person in the community, how would you describe them?

Example: Knowledgeable, friendly, reliable.

Target Audience: Who in your community is your business serving?

Example: Homeowners within a 15-mile radius, DIYers, and local contractors

Local Positioning: What sets you apart from your local competitors?

Example: “The only hardware store in Hollywood with a licensed home improvement permit specialist on staff daily.”

Step 2: Develop Your Visual Identity
Document how your logo should and shouldn’t be used, define your brand colors, specify fonts for your business, and define the visual style for photos and graphics.

Logo Guidelines

Variations: Primary logo, secondary logo, icon-only version
Clear space: Required empty space around your logo
Minimum size: Smallest allowable reproduction size
Do's and don'ts: Examples of proper and improper logo usage
Local application: How your logo appears on storefronts, vehicles, and local event materials

Color Palette

Primary colors: Main brand colors (2-3 colors)
Secondary colors: Supporting colors (3-5 colors)
For each color, include:

Pantone number (for printed materials)
CMYK values (for professional printing)
RGB values (for digital displays)
Hex codes (for websites and digital platforms)

Photography and Imagery
Define the visual style for photos and graphics:

Style description: The overall look and feel (bright and cheerful, serious and professional, etc.)
Subject matter: Types of images to use (local landscapes, community members, products in use)
Technical specifications: Resolution requirements, cropping guidelines
Local focus: Guidelines for featuring local landmarks, community members, or regional elements

Step 3: Establish Your Brand Voice

For local businesses, how you communicate is as important as how you look:
Tone of voice: How your brand "sounds" in written and verbal communication

Example: "Friendly and helpful, like a knowledgeable neighbor"

Vocabulary: Specific words to use or avoid

Example: Use "neighbors" instead of "customers," "community" instead of "market area"

Communication principles: Rules for how you speak to community members

Example: "Always acknowledge customers by name when possible."

Local considerations: Regional expressions, local references, or community-specific language to incorporate or avoid

Step 4: Create Application Examples
Show how your branding applies to real-world scenarios relevant to local businesses:

Storefront signage: Window displays, outdoor signs, A-frames
Interior branding: Wall graphics, point-of-sale materials
Vehicle graphics: Delivery vans, service trucks
Staff uniforms: Clothing, name tags, accessories
Print materials: Business cards, flyers, direct mail for local neighborhoods
Digital presence: Website, social media profiles, email newsletters
Community materials: Event booths, sponsorship banners, donation checks
Environmental applications: How branding appears in your specific location/climate

Wrapping It All Up
Creating brand guidelines for your local business isn't just about looking professional—it's about building a consistent presence that becomes a significant part of your community.
Your guidelines should help you present a polished image while still feeling approachable and locally rooted.
By investing time in creating clear brand guidelines now, you'll save countless hours and build stronger recognition in the months and years ahead—helping your local business become and stay known in your community.