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How to create business brand guidelines

It is essential to create brand guidelines for your business to create consistency. Brand guidelines are the best investment to take your business forward. As you grow and expand, you can share your guidelines with employees so you know they are talking in the correct tone and representing your business correctly. As you know by now, we adopt an inside out philosophy and your brand guidelines should share your vision and showcase the inside of your brand, what makes you tick. The best way to explain this is to showcase our very own brand guidelines. We have included pop up information throughout. We hope you enjoy reading them as much as we enjoyed creating them.

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The Brand Surgery’s brand guidelines


Our vision

Better branding. Better world


Our mission

The Brand Surgery® adopts an inside-out philosophy to creating and nurturing healthy brands. We recommend that a business invests in understanding the fundamentals of branding right from the start, rather than risk confusing customers with rebranding later on. The Brand Surgery® delivers CPD accredited training, coaching and implementation to achieve brand success!


The Brand Surgery's Inside-Out Methology

The Brand Surgery’s Inside Out approach is: Nurturing Personal Brands, Nurturing Business Brands, Nurturing Customers, Nurturing Leads.

We apply this to all our services including brand management and CPD accredited marketing training courses. 

Nurturing personal brands

Our inside out methodology and tools enable business owners to practice tapping into their own thinking, so they can more successfully understand and motivate target audience. Practice makes perfect, after all. Our world is a mirror of our minds, therefore a healthy mind and outlook equals a healthy brand. We achieve this through coaching  using tools we have developed.

Nurturing business brands

To give brands the strongest chance of shining and standing out in a noisy world. We do by combining inside-out marketing psychology, creativity and technology. We continually research to improve our brand management tools.

Nurturing customers

Our inside out philosophy ensures that our clients brands work smartly. We share knowledge so that clients are independent and continue to nurture their customer base. After all, this is more cost-effective than always seeking and converting new leads.

Nurturing leads

This is the very outside of our inside-out approach. If the inner is healthy, brands will be like magnets, attracting prosperous new leads. Understanding the audience which will truly value the brand’s offering is key.


Our core values

We live by our core values and they compliment all our philanthropic and commercial ventures.


When creating client and learner communications and courses, we ask, “How can we use creativity to make this even more engaging and relevant“?  We have over 30 years of utilising creativity to enhance communications for some of the UK’s leading businesses.

Continuous improvement

We love learning and continuously develop our strengths, so we can pass this on through our online training courses. We take part in Continuous Professional Development (CPD) to retain our fellow membership with the Chartered Institute of Marketing and the Institute of Leadership and Management.


We are curious and like to try new things. We question everything when researching, rather than accept the norm. If we feel a sense of discomfort in discovering new evidence that conflicts with our previous beliefs, this is good because this enables us to keep exploring and trying new things.


A sense of community is an Adlerian concept; without feeling part of a community, life is pretty dull. Therefore, we work hard to promote inclusive communities in our training, mentoring and coaching platforms. Talent Within You is just one of many community events we have launched to connect and engage communities.

The Brand Surgery’s brand archetypes

We are a combination of four brand archetypes:
The Sage, The Creator, The Explorer and The Lover.

Our brand archetypes run are the core of everything we do they help us articulate who we are and attract customers who value our inside-out approach.

Our brand archetypes boost our brand personality – we stick to our guns and remember our core beliefs. They help us remain authentic and set the right tone throughout our marketing communications.

Remembering our brand archetypes help us remain consistent when designing social media campaigns.

Our are proud of our combination of brand archetypes. They help set us apart from the competition.

Our brand archetypes help us to celebrate our uniqueness rather than follow the crowd.

Learn how to choose the best colour for your brand archetype.



The Sage

  • Personal brand: I am a research freak. I love spotting pattens and getting to the truth by going inside-out. I apply this to my business and philanthropic ventures.
  • Business brand: The Brand Surgery® is on a CPD journey and also a CPD training provider which means we are continuously learning and researching.
  • Customers: Our customers and clients value our insights
  • Leads: Want to grow their businesses and will invest in our knowledge to stay one step ahead of their competitors.

The Explorer

  • Personal brand: I am independent and love to explore. I enjoy a challenge and crave excitement and adventure
  • Business brand: The Brand Surgery® also loves to discover the truth and enjoys experiencing new discoveries
  • Customers: Are authentic and seek the truth and enjoy exploring. They accept truths from our research
  • Leads: Are excited by our inside-out philosophy and are excited to explore this to grow their personal and business brands.

The Creator

  • Personal brand: I am passionate about creativity and hate conforming
  • Business brand: I like to stand out and take risks through creativity
  • Customers: They appreciate stand-out design and prefer to stand out from the norm, rather than blend in
  • Leads: Would appreciate the Habito Karma Sutra campaign

The Lover

  • Personal brand: I enjoy discovering art and brands that are provocative and arouse my senses
  • Business brand: We create campaigns and designs to arouse the senses so they stand out above all the noise. We enjoy creating intimate connections with our clients, in other words, brand love.
  • Customers: They are not scared to stand out through provocative thinking and design
  • Leads: They will love M&S Food and Godiva chocolate campagins.

The Brand Surgery logo

The Brand Surgery logo has evolved over the years from bright pink through to black and white. Black prints well and demands authority. The white type on black background is eye-catching. 


The tagline

The tagline is adapted to be relevant to the audience that we are communicating with. Over the years, The Brand Surgery® has provided both offline training and online marketing training as well as marketing and creative. We already have ‘brand’ in the company name and decided not to repeat this in the tag line. Our established date (2002) is included on our most recent marketing communications – this is because we are nearing our 20th birthday and are about to re-brand. Watch this space!  


The emblem

The tagline changes depending on the audience we are communicating with. Over the years, The Brand Surgery® has provided both offline training and online marketing training as well as marketing and creative. We already have ‘brand’ in the company name and decided not to repeat this in the tagline. 


The font

The font is ‘street corner’ and is a free shareware font. We like it because it has a monospace, typewriter feel about it with a modern twist. It works well in black and white. 


The overall look and feel

As we have become a fully accredited marketing training consultancy – our owner is Chartered Marker, a Fellow Member of the Chartered Institute of Marketing, a Fellow Member of the Institute of Leadership and Management, plus The Brand Surgery® is a CPD accredited training provider, therefore the overall look and feel is grown up and demands authority. As we ease of of lockdown, we are considering a more fun image for 2020. Our challenge is fusing fun and grown up. 

Business branding and marketing agency - creative design and marketing strategy
The Brand Surgery - Marketing | Creative | Training
The Brand Surgery - business and branding agency, Sussex

The Brand Surgery colour palette

Colour psychology is a fascinating topic. Does it really make a difference to brand success or not? If Coke had a blue logo, would their brand be any less successful? When The Brand Surgery was launched back in 2002, we were mainly pink; everything was pink and our director even had a pink car! Then as we grew up, our colours grew up and we became more black and white. However, in 2022, we will be 20 years old and are rebranding to celebrate. We are considering injecting more pink into our brand image again. There are a number of considerations to bear in mind when choosing colours for your brand image. If this is an area which interests you, consider enrolling on our CPD accredited Marketing Psychology course

Five considerations when choosing brand colours


Who are you?

What do you do? Who are you serving? What are your brand archetypes? There are colours which suit different archetypes, however rules are made to be broken. If your brand archetype is a Rebel, you can ignore suggested colours, as long as you are genuinely a Rebel and not, and you feel comfortable disrupting the market. Learn more about brand archetypes here.


Who is your audience?

So you might be a rebel, but will your audience appreciate your rebellious nature? This is why it is so important to select an audience who will appreciate your value and offering. Also, consider if your target audience is older. Our eyes see fewer colours as we get older, so bear this in mind. Now the world is a smaller place, if you serve a global market, remember that there are positive and negative connections with colours in different countries. Learn more about colour psychology in our CPD accredited course: Marketing Psychology from the Inside Out. I’ve also had clients request a red logo because they support Liverpool or Manchester United Football Clubs – this is the wrong reason to choose a colour! Ask your target audience what works for them.


Where are you promoting your brand?

Are you advertising on the side of a huge vehicle? On promotional merchandise such as pens? Sometimes promotional product printing is not registered properly and colours that are made up of a mix of colours can look blurry if the printing is not good quality. Darker colours work better if text is going to be smaller. Black is our main colour because it is easy to read. We use other colours as accent colours. You can see our brand colours below that some colours are formed from a mix of other colours.


What other colours made from?

It is really important to consider what colours are made from to ensure consistency. You probably know that different computer screens vary in their blue light – some look more yellow, white or blue and this will affect your brand. Have you ever looked at your website on someone’s computer? The same with printing, different printing businesses use different quality inks. Back in the 1990s, businesses tended to use specific Pantone colours to print more accurately. For example, if you had a particular Pantone red, you could purchase a tin of that red, so each time you had stationery printed, you could guarantee the same shade. Although you still had human competence and dot gain to consider – some printers would print with more ink and if machines were not washed down properly, you’d have a dirty ink. These days, most printed goods are made from Cyan, Magenta, Yellow and Black (four colour process). There are certain Pantone colours which look dull when printed out of four colours. So if you plan to send out printed brochures, choose colours that will look good when printed. The Brand Surgery® has 30 years of experience when selecting the best combination of colours for businesses.


Futureproof your brand

Think five and ten years ahead. Will your audience still be the same or will you need to diversify and enter new markets? The reason this is important is that you don’t want to confuse your customers going forward. You need to continue to understand their goals – and marketing psychology will help you do this.

tbs brand colour BLACK - colour psychology brand guidelines


Brand Surgery Black is our main colour. Black is powerful, professional, timeless and edgy. Black is easy to read. In reiki, black is protective and grounding.

  • Hex #000000
  • RGB: R=0. G=0  B=0
  • CMYK: C=75% M=68% Y=67% K=90%
  • Pantone = Black 6 C 

When printing, use 100% black for body text to avoid registration issues. When printing solid blocks with reversed text, use 100% black and 100% cyan.

The Brand Surgery brand colour WHITE - colour psychology brand guidelines


Brand Surgery White is one of our two main colours. White feels pure, clean, clinical and aligns with our brand name. White space is good for bringing attention to important information. 

  • Hex #ffffff
  • RGB: R=255. G=255  B=255
  • CMYK: C=0% M=0% Y=0% K=0%
  • Pantone = 11-0601 TCX Bright White

When printing, ensure the paper quality is crisp and white. 

The Brand Surgery brand colour PINK - colour psychology brand guidelines


Brand Surgery Fuchsia is our main accent colour. The shade we have chosen is a sassy raspberry, fuchsia, cerise pink which is great for creator brands like The Brand Surgery®.

  • Hex e92076
  • RGB: R=233. G=32  B=118
  • CMYK: C=2 % M=97% Y=23% K=0%
  • Pantone = 213

We have chosen a shade with some yellow which adds a touch of warmth.

The Brand Surgery brand colour TEAL - colour psychology brand guidelines


Brand Surgery Teal is our secondary colour.  Teal, also known as turquoise and aquamarine is made from blue and yellow. The yellow adds warmth. This colour is found in nature and is a trusted colour.

  • Hex #20cbd4
  • RGB: R=32 G=203  B=212
  • CMYK: C=66% M=0% Y=21% K=0%
  • Pantone = 319 

We have also chosen teal because it prints more successfully in CMYK than blues which can look dull. 


The Brand Surgery brand colour LIME - colour psychology brand guidelines


Brand Surgery Lime is another secondary colour. Lime green is fresh and represents our brand archetypes, the sage. It also represents growth and nature which aligns with our core values. 

  • Hex #a9cc63
  • RGB: R=169. G=204  B=99
  • CMYK: C=38% M=2% Y=79% K=0%
  • Pantone = 367

This is a light shade of green and therefore should not be used for body text. It is a great background colour for spring.

The Brand Surgery brand colour orange - colour psychology brand guidelines


Brand Surgery Orange completes our set of fresh citrus colours. Orange is another powerful colour, the colour of the sacral chakra (creative) and is suits the brand archetype for explorer. Learn more about colour psychology.

  • Hex #e1801e
  • RGB: R=255 G=128  B=30
  • CMYK: C=9% M=58% Y=100% K=1%
  • Pantone = 1385

Too much orange can make the eye very tired so use it sparingly as an accent colour. 


What our Marketing Psychology from the Inside Out course students say

Black quotes

The course is excellent. It is thought provoking, informative and an essential tool to all professionals looking to both expand and retain their client base. I was certainly impressed and will certainly put into practice what I have learnt. Thoroughly recommended.

John Mazilauskas - DTSWS Director at MWH (Dubai) Middle East

John Mazilauskas

DTSWS Director at MWH (Dubai) Middle East
Black quotes

Just a few sessions in and I am already thinking in a different way about the environment around me from a work perspective, although I don't have cause to use smells and sounds in my work, I will certainly be looking at how those businesses I come into contact with use them and note how I might be affected.

Christine Tully - Co-ordinator, Volunteer Society

Christine Tully

Co-ordinator, Volunteer Trust, UK