In one of my podcast episodes, I had the pleasure of welcoming Becca Christensen, co-founder of Portland Salt Co.
The idea for Portland Salt Co., that sprung from Becca and her co-founder and husband Justin, came when friends, family, and colleagues began asking us to make and ship them steak salt. The lockdowns during COVID increased the frequency and quantities being requested.
During the Christmas season, they made a large batch to gift to friends and family.
The delight and positive feedback received in return got them thinking about doing something more, and Portland Salt Co. was born.
During mine and Becca's conversation, we dove into the topic of brand guidelines and how essential they are to growing a business.
Read: Building a Strong Brand: Why Consistency and Guidelines Matter for Entrepreneurs
Let me preface this by saying I’m not a marketing guru. I took a few marketing classes at Portland State University, where I actually met my wife, and—fun fact—she didn't talk to me the entire first week of school. But that’s a story for another time...
I’m an entrepreneur, and my passion is taking small ideas and scaling them into large ideas that make an impact and, yes, turn a profit.
That’s pretty much what a brand guide is designed to do: take a small concept, target specific areas with well-crafted content, and build a bigger, more recognizable brand.
So, what exactly is a brand guideline?
A brand guideline is a document that details a company’s visual identity and provides clear rules for any public-facing communication. It covers everything from logo usage, font types, and color schemes to the company's mission statement, tone of voice, and values.
Think of it as the company's playbook for ensuring every piece of content—whether it’s a social media post, a radio ad, or a product label—stays on-brand.
A good example of a brand guideline is Target. Target's iconic red can be noticeable before the logo is event announced on a commercial, and don't even dare stepping into the store wearing a red polo and kakis out of fear of being mistaken for an employee.
Brand guidelines are important because they help maintain consistency across all marketing and communications efforts. Whether you’re a startup just finding your footing or a more established business like Portland Salt Co., having a consistent brand image helps you stand out in a crowded marketplace.
Building Your Brand’s Foundation: The Mission Statement
Your brand guide should start with your mission statement—your company’s North Star. Every piece of content you create should align with this mission. For Portland Salt Co., their mission is likely to be about bringing high-quality, locally sourced salt to the market, which defines everything they do, from product design to customer communication.
Colors, Logos, and Typography: Your Visual Identity
Brand guidelines also dictate the color palettes, logo placements, and typography you use. Why is this important?
Because consistency breeds familiarity, and familiarity builds trust. Whether it’s the exact shade of blue in your logo or the spacing between letters in a tagline, every detail matters.
Over time, your audience will associate these visual cues with your company, and that kind of brand recognition is invaluable.
Again, using Target as an example. Target has recently added more grey and green to its grocery aisle signs and product information, raising questions about cutting back on their iconic red. The reason? Consumer psychology.
Red grabs attention and is great for highlighting sales, but using it everywhere can overwhelm shoppers. By mixing in neutral colors, Target ensures their red sale signs still stand out and catch customers' eyes.
Even your font choice contributes to how your brand is perceived. For example, a tech startup might use sleek, modern fonts to convey innovation, while a family-owned salt company like Portland Salt Co. might opt for earthy, rustic typography that reflects its connection to nature and craftsmanship.
Creating a Persona: Knowing Your Audience
A key part of a brand guideline is defining your buyer persona—a fictional character that represents your ideal customer.
The Shades of Entrepreneurship's target audience is typically business leaders or aspiring entrepreneurs aged 18 to 55, although age is just one segment to consider. Understanding who you’re talking to helps you tailor your messaging and marketing efforts.
Segmentation Examples
Demographics: Age, Gender, Income Level, Education Level , Occupation, Family Size and Structure
Geographic: Location, Climate/Wether, Region, Population Density
Psychographic: Lifestyle, Personality Traits, Values and Traits, Social Class, Attitudes
Behavioral: Purchasing Behavior, Usage Rate, Benefits Sought, Occasions, Brand Loyalty
Technographic: Technology Uses, Online Behavior
Firmographic (B2B): Industry, Company Size, Business Needs, Location
Consistency Is The Key To Success
Consistency is key to building brand recognition. When customers encounter your brand, they should know immediately who you are and what you stand for.
This familiarity fosters trust, which is essential for turning first-time customers into loyal ones. And as an entrepreneur, you know that customer loyalty is the foundation for long-term success.
A Strong Brand Creates Value
But most importantly, a cohesive brand adds value. When you present a professional and reliable image, you elevate your brand’s perceived worth. Customers are more likely to invest in a brand they feel they can trust. And that’s where the magic happens.
Entrepreneurs should care about brand guidelines because they bring consistency, clarity, and credibility. They keep your message focused, your visual identity sharp, and help your brand grow in value over time by establishing trust through consistency.
So, whether you're building a brand from scratch or looking to refine an existing one, remember: a well-crafted brand guideline can be your secret weapon. And in the case of Becca Christensen, a little bit of salt goes a long way in seasoning her brand's success.
If you’re interested in learning more, visit Portland Salt Co. and see how a strong brand, guided by principles, can create lasting value.