A guide for brands.

81% of customers need to trust a brand before they even consider buying from it.

So how do brands earn that trust?

In my experience, there are 4 key points:

A brand should immediately show who they are and what they stand for. First impressions count – and they last.

Know their pain points, anticipate their needs, and speak their language. Trust grows when people feel valued and understood.

Trust doesn’t come easy, it’s earned through repeated, meaningful interaction. Regular communication and consistency are key.

Live your vision in every interaction. Don’t just say it, show it. Every touchpoint should reflect your brand’s true values.

So, how can a brand achieve all this?

Most develop a set of essential Brand Guidelines.

Brands rely on everyone to communicate consistently – internal teams, agencies and retailer networks all need to sing from the same hymn sheet. Well-designed Brand Guidelines can:

• Provide technical clarity and actionable guidance,

• Set boundaries without stifling creativity,

• Empower everyone to communicate confidently and authentically.

I’ve worked with brands from start-ups to international networks, and I’ve seen first-hand how strong guidelines protect and amplify a brand. The best guidelines strike the perfect balance between creative direction and freedom.

Below are a few excerpts from Brand Guidelines we've produced for TwinStream, Stellantis Performance Academy and Watford Town Centre BID.

The stakes are high

According to PwC 2023, 59% of consumers will abandon a brand after a single poor experience. Guidelines aren’t optional, they’re essential to earning and maintaining trust.

Shameless pitch incoming (look away now if you’re allergic)... At We Are Acuity, we help brands create guidelines that are clear, usable, and human. Because we know that trust from your audience is only realised if it starts from within.