One of the biggest advantages is its clarity. Definitive structures and specifications must exist, because they ensure consistency and uniformity. In addition, proportions are defined. You can see the effect of an overall work. If a style guide itself feels strange, i.e. inconsistent, you can already tell that there is a need for improvement in the brand design. It is structured by chapters, contains descriptions and background information.
A style guide is the basic law of brand communication. And it has a commercial advantage too: designers don’t have to constantly reinvent the wheel – which saves money.
For brands, consistency allows memorability. A style guide is the way to ensure that. Perhaps a designer didn’t follow the style guide? Font wrong? Color value different? Layout grid not adhered to? The result is clear: the customer does not remember the brand image or does not associate the medium with the brand image that he would actually expect. When we think about the fact that we sometimes find it difficult to recognize faces because the hairstyle has changed or a new pair of glasses has been added, we better understand this phenomenon. Brands must always remain identifiable.