A set of standards and guidelines that defines the way a brand looks, sounds and feels.
You can also consider it as an epic instruction manual that accompanies something that we (or other designers) have made for you.
Building a great brand is similar to putting together a three-legged stool.
If the brand's visual identity is the stool's top, the legs that support it are strategy, execution, and consistency. If you take away one of the legs, the whole thing collapses. It's practically impossible to come up with the proper brand concept without a clear plan. The brand will become lifeless if it is not executed well. And if the brand isn't consistent, it's easy to forget about it – and often will be. So, what role does a style guide play? A style guide is a set of norms and criteria that ensures your brand maintains its appearance and feel. It's the one thing that keeps you on track.