16 Jun How to Get Your Team to Actually Use the Brand Guidelines

Posted at 18:02h in Knowledge by

What good is a brand if no one sticks to it?

You’ve invested in a brand refresh. The logo is tight, the typeface is on point, and the colour palette has been agonised over for weeks. The brand guidelines? Beautiful. Thorough. Sitting in a PDF collecting digital dust.

Sound familiar?

You’re not alone. One of the biggest struggles businesses face post-rebrand isn’t the design work. It’s adoption. Whether it’s the sales team still using that old PowerPoint template, or someone stretching your logo like pizza dough on a brochure, brand inconsistency kills clarity, credibility and cohesion.

So, how do you get your team to actually use the brand guidelines you worked so hard to create?

Let’s break it down.

1. Make It Frictionless: Easy to Find, Easy to Use

If your brand guidelines live in a folder six clicks deep called “Final_Final_FINAL_v9,” don’t be surprised when no one uses them. Accessibility matters, but so does ease of use.

At Creative Instinct, we always embed live download links directly into the brand guidelines — logos, fonts, templates, graphic elements, all in one place. That way, the guide becomes a true hub, not just a rules document.

💡 Tip:
Host your brand guide somewhere obvious, like your intranet or shared drive, and make it action-oriented. Your team should be able to see the rule, download the asset and get on with it in seconds.

Ease drives adoption. Friction drives inconsistency.

2. Don’t Just Drop a PDF. Train People.

Most teams don’t ignore brand guidelines out of spite. They ignore them because they don’t understand them. Or worse, they think the rules don’t apply to them.

💡 Tip:
Host a short, engaging brand induction session. Walk the team through what’s changed, why it matters, and how their role connects to the brand story. Make it collaborative, not preachy.

3. Create Templates People Actually Want to Use

If your templates are clunky, hard to edit or ugly, your team will go rogue faster than you can say “WordArt.” Your goal isn’t just brand consistency. It’s brand ease.

💡 Tip:
Create branded Word, PowerPoint, Google Docs and templates that are drag-and-drop easy, with locked-in styles that guide usage without suffocating creativity.

4. Show the Why, Not Just the What

It’s one thing to say, “Use this font.” It’s another to explain, “We use this font because it reflects our tone of voice: clear, contemporary and confident.”

💡 Tip:
Good brand guidelines go beyond rules. They tell a story. Include context, personality and examples so your team understands why following the system matters.

5. Nominate a Brand Champion (or a Few)

Your team needs someone to go to with questions and someone to say, “Hey, maybe don’t put the logo in Comic Sans.” That person doesn’t need to be scary. They just need to care.

💡 Tip:
Assign a brand champion in each department. Someone who can support, not police. Give them a bit of extra training and some shiny status to keep the brand in check.

 

6. Celebrate Brand Wins (and Gently Fix the Fails)

Rather than just correcting off-brand efforts, reward on-brand ones. Share great examples in team channels. Build pride around great execution.

💡 Tip:
Include brand use in onboarding, training and even KPIs for relevant teams like sales, marketing or client services. It doesn’t need to be rigid, just recognised.

 

7. Keep It Alive (and Updated)

Brand guidelines aren’t one-and-done. They should evolve as your business grows, new platforms emerge or messaging shifts.

💡 Tip:
Revisit your brand toolkit annually. Add new examples. Retire what’s outdated. Keep it as agile as your business.

 
Final Thought: Your Brand Is Only as Strong as Its Weakest Slide Deck

Brand consistency doesn’t happen by accident. It takes structure, buy-in and a bit of behaviour change. But when your whole team is aligned, speaking the same visual and verbal language, the impact is undeniable.

So don’t just hand over a PDF. Build the brand from the inside out.

So if you need help creating guidelines your team will actually use?
Let’s talk.