Free brand templates you can fill in today
A brand guidelines template is a short document that fixes how your logo, colours, type, photos and voice are used, so every post, sign and pack looks like the same business. Below are free templates for brand guidelines, brand strategy, positioning, voice and a SWOT analysis, plus a plain guide to logo file formats and building a colour palette.
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How to use these templates
- Start with the SWOT analysis, because it tells you what your brand must stand for.
- Write the positioning statement from the SWOT findings.
- Fill the brand strategy template using that positioning.
- Set the brand voice guide so copy matches the strategy.
- Finish with the brand guidelines, which turn all of it into rules for design.
- Review the set once a year, or when you add a new product line or city.
Brand guidelines template (brand book)
Copy these headings into a document. Keep it to 10 to 20 pages so people actually read it.
| Section | What to include |
|---|---|
| 1. Brand story | Who you serve, what you promise, in three sentences |
| 2. Logo | Main logo, stacked version, icon; minimum size; clear space; wrong uses |
| 3. Colour | Primary and secondary colours with HEX, RGB and CMYK values |
| 4. Typography | Heading and body fonts, sizes, and a regional-language font if you use one |
| 5. Photography | Lighting, subjects, what to avoid |
| 6. Voice | Three voice traits with do and don't examples |
| 7. Applications | Social post grid, visiting card, signboard, packaging, WhatsApp catalogue |
| 8. Files and contacts | Where master files live and who approves new designs |
Brand strategy template
| Question | Your answer |
|---|---|
| Who exactly is the customer? (age, place, need) | |
| What problem do they want solved? | |
| Who else do they consider? | |
| Why should they choose you? (one reason, provable) | |
| What should people feel after dealing with you? | |
| Price position: value, mid or premium? | |
| Which channels matter most? (Google, Instagram, WhatsApp, dealers) | |
| What will you measure in 12 months? |
Positioning statement and brand voice guide
Positioning statement template: For [customer] who [need], [brand] is the [category] that [main benefit], because [proof]. Example: For working couples in Hyderabad who want a finished home fast, Brand X is the interior firm that hands over in agreed weeks, because every stage has a written date.
- Voice trait 1, for example Clear: short sentences, no jargon. Avoid: long technical terms.
- Voice trait 2, for example Warm: speak to one person, use their name. Avoid: cold, formal notices.
- Voice trait 3, for example Confident: state facts plainly. Avoid: exaggerated claims and superlatives.
- Words we use, words we never use, and how we greet customers in English, Telugu, Hindi or Kannada.
SWOT analysis template for business and for branding
Use the same four boxes twice: once for the business, once for the brand as customers see it. This is the starting point of BRANDSWOT Consultancy's SWOT Method.
| Box | Business questions | Branding questions |
|---|---|---|
| Strengths | What do we do better or cheaper? | What do customers praise in reviews? |
| Weaknesses | Where do we lose money or time? | Where does our look or message confuse people? |
| Opportunities | Which new areas or products are growing? | Which search terms or audiences do rivals ignore? |
| Threats | Which competitors, costs or rules could hurt us? | Which brands look similar or own our category name? |
Logo file formats explained and building a colour palette
| Format | Use it for |
|---|---|
| SVG | Websites and any size on screen; scales without blur |
| PDF or EPS | Printers, signboards, packaging; vector |
| PNG (transparent) | Social posts, presentations, WhatsApp |
| JPG | Photos only; avoid for logos, as it has no transparency |
| AI or source file | Master file for designers; keep it safe |
Colour palette: pick one main colour, one or two supporting colours and two neutrals. Test text contrast, print a sample on your real paper or pack material, and record HEX, RGB and CMYK values in the guidelines. Free generator tools can suggest combinations, but test them on your real materials.
Related client work
Pencil Sketch Design StudioQuestions people ask
What should a brand guidelines template include?
A brand guidelines template should include your brand story, logo rules, colour values, typography, photo style, voice and examples on real items such as social posts, visiting cards and signboards. Add where master files live and who approves new designs.
Is a brand book template the same as brand guidelines?
Yes, mostly. A brand book template usually covers the same rules as brand guidelines, sometimes with more on the brand story and values. For a small business, one document of 10 to 20 pages is enough.
How do I fill in a brand strategy template?
Answer each question with one specific line, not a paragraph. Start with the customer and their problem, then competitors, your one provable reason to be chosen, price position and channels. Test the answers with three real customers.
How do I write a positioning statement using a template?
Fill in: for [customer] who [need], [brand] is the [category] that [benefit], because [proof]. Keep it to one sentence, make the proof something you can show, and use it internally to judge every ad and design.
What goes into a brand voice guide template?
A brand voice guide template lists three voice traits, what each sounds like and what to avoid, with real examples. Add words you use and never use, and how to write in each language your customers speak.
How is a SWOT analysis for branding different from a SWOT analysis template for business?
A business SWOT looks at operations, costs and markets. A SWOT analysis for branding looks at how customers see you: reviews, visual identity, message and how similar you look to rivals. Doing both gives the clearest brand direction.
Which logo file formats do I need?
You need SVG for the web, PDF or EPS for print and signage, transparent PNG for social and presentations, and the original source file. Ask your designer to hand over all of them in colour, black and white versions.
Should I use a brand colour palette generator?
A brand colour palette generator is useful for ideas, but it cannot check how colours look on your signboard, packaging or a cheap phone screen. Choose a small palette, test contrast and print samples before you fix it in your guidelines.