The Importance of High-Quality Branding Guidelines for Businesses Today Branding guidelines give your brand identity consistency and personality across marketing channels and touchpoints with customers. For example, when we talk about Apple, the first image that comes to our minds is a half-bitten apple, a brightly lit store, and helpful Apple geniuses ready to answer questions. Apple isn’t known for these characteristics by accident. Consistent branding helps your target audience identify and resonate with your brand, making your brand guidelines an immensely powerful marketing tool. Brand guidelines are far more than just designs, colours, and fonts used to give your brand a visual identity – they’re also the values and attitudes your business carries, and the way every customer-facing piece of your business contributes to building deeper relationships with your audience.