Every brand is supposed to do this — but do they?

Shannel Wheeler
7 min readAug 22, 2023

“Let’s just spend an hour on this so we can get back to the real work.”

Photo by Bruno Bueno

I’ve read through a lot of brand guidelines over the years and many of them follow a similar template. A section toward the beginning of the document usually includes the brand attributes, where the company will outline 4–6 keywords that define the core traits of the brand. These attributes are great to list…

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Shannel Wheeler

Left-brain creative | Brand/Design Implementation | Design Instruction and Inspiration | Creating with Purpose: https://shannelwheeler.com