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Brand guidelines that make every team and vendor produce work that looks like you.

Gully Sales turns your existing identity into one practical rulebook for logo, colour, type, imagery and voice, with ready templates, so your staff, printers and agencies stop reinventing the brand on every job.

  • One document that answers how the logo, colours and fonts are used, before anyone asks.
  • Templates for the documents your team makes every week, already on brand.
  • An adoption plan so vendors follow the rules without your director checking each file.
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Gully Sales Private Limited writes brand guidelines, and gets them adopted, for small and medium businesses across India.

In one paragraph

What is Brand Guidelines for Teams and Vendors?

Brand guidelines are the written rules for how your brand looks, sounds and is applied: logo use, colour, typography, imagery, tone of voice and templates. Gully Sales writes them for Indian SMBs that already have an identity but apply it inconsistently, then helps staff, printers, agencies and dealers adopt them, so every piece of communication is recognisably yours without a director approving each file.

The problem

The brand exists, but it looks different every time it leaves the office.

Most businesses at this stage have done the hard part. There is a logo, a colour, perhaps a tagline. The trouble starts when that identity has to be reproduced by ten different hands: the sales team building a proposal in PowerPoint, a printer in another city, the agency doing social media, a dealer painting a signboard. Each one makes a reasonable guess, and each guess is slightly different. Nothing is wrong with any of them. Together they make the business look smaller and less organised than it is.

You will recognise it as

  • The logo appears in three or four versions: stretched, recoloured, on the wrong background, or an old one nobody remembers approving.
  • Every proposal, brochure and visiting card uses whichever font and shade of blue the person making it had to hand.
  • Your director or founder still has to check and correct every artwork before it goes to print or online.
  • Vendors keep asking for the logo file, the colour code and the font, and get a different answer each time.
  • Emails, WhatsApp messages and social posts sound like different companies depending on who wrote them.
  • New staff and new agencies start from scratch because nothing about the brand is written down.

What it costs the business

  • Customers who see a proposal, a website and a dealer signboard in the same week do not recognise them as one business, and recognition is what repeat trust is built on.
  • Senior time is spent approving artwork instead of running the business, and work still goes out with errors when the approver is travelling.
  • Every vendor change means rebuilding the look from memory, so the brand drifts a little further with each printer, designer or agency.
  • Money already spent on the logo and identity earns less each year because the identity is applied less faithfully each year.

Why it persists. Guidelines feel like something large companies need and small ones can skip, because the founder is the guideline: they know what looks right and they check everything. That works until the business has more channels, vendors and staff than one person can review. By then the inconsistency has been normal for so long that nobody inside notices it, except the customer meeting the business for the first time.

If it stays unresolved. The business keeps paying for design twice: once to create it and again, in small amounts, every time someone recreates it. The founder stays the bottleneck for every artwork. And when the time comes to expand to a new city, channel or product line, the brand arrives there in whatever form the local vendor guessed.

What changes

What changes once the rules are written down and adopted.

In the first weeks

  • One reference document that settles logo, colour, font and voice questions the moment they arise.
  • Correct logo files in every format a printer, web developer or signage vendor asks for.
  • Templates for proposals, presentations, letters and social posts that are on brand before anyone opens them.

In how the work runs

  • Artwork approval moves from the founder's inbox to a checklist anyone can apply.
  • New staff, agencies and dealers are briefed in one document instead of a series of corrections.
  • Vendor changes stop resetting the brand, because the standard lives with you, not with the vendor.

In sales and marketing

  • Proposals and presentations from different salespeople look like they come from one company.
  • Sales assets are produced faster because the format is decided and only the content changes.

In what management can see

  • A consistent look across website, social, print and signage, so the business is recognised across channels.
  • Fewer off-brand posts and pages competing with the intended impression.

Over the longer term

  • The identity holds its value as the business adds products, cities and channels.
  • Recognition builds over time, because every touchpoint reinforces the same picture instead of a slightly different one.

Gully Sales controls the quality of the guidelines, the assets and the templates, and how thoroughly your teams and vendors are briefed. Stronger recall and recognition follow from consistent use over time, which depends on the business applying the rules after the engagement ends.

Who it is for

The identity already exists here, and nobody reproduces it the same way twice.

The businesses it suits

  • Businesses with an existing logo and identity that is applied differently by different people.
  • Companies about to add a channel, city, dealer network or product line and wanting the brand to arrive intact.
  • Owners and directors who are still the final check on every artwork and want to stop being it.
  • Businesses that work with several vendors: printers, signage makers, agencies, web developers, event partners.
  • Companies that have just received a new identity and need it to survive contact with daily work.
  • Manufacturers, distributors and service firms whose sales teams build their own proposals and presentations.

What usually prompts the call

  • A customer or partner remarked that your proposal and website looked like two different companies.
  • A vendor has just delivered something with the wrong logo, colour or font, and it was not the first time.
  • You are onboarding a new agency, dealer or sales hire and have nothing to hand them.
  • A new identity was delivered as a logo file and little else.
  • Expansion to a new region or channel is planned within the year.

What Gully Sales does

The work, component by component.

Logo rules

Approved logo versions, minimum sizes, clear space, placement on light, dark and photographic backgrounds, and the misuses that are not allowed, each shown with an example from your own materials.

Why it matters:
The logo is the most reproduced element and the most often distorted. Rules with pictures end the guessing.
You receive:
Logo section with usage examples and a full set of master files.
Business value:
Every vendor gets the same correct logo in the format they need, first time.

Colour system

Primary and secondary palettes with exact values for print, screen and paint, rules for which colour dominates, and the combinations that do and do not work together.

Why it matters:
A colour that is close but not exact is the most common way a brand drifts between print, web and signage.
You receive:
Colour section with CMYK, RGB, HEX and paint references.
Business value:
The same blue on a visiting card, a website and a factory gate.

Typography

The fonts for headings and body, the hierarchy of sizes and weights, and the substitutes to use where the brand font is not available, such as in email and office software.

Why it matters:
Type is where staff-made documents go off brand fastest, because everyone uses what their software offers.
You receive:
Typography section, font files or free equivalents, and system-font fallbacks.
Business value:
Documents made in the office look like documents made by the designer.

Imagery and graphic style

The kind of photography, illustration and icons that belong to the brand, how they are treated, and what to avoid, with a reference set your team can match when choosing images.

Why it matters:
Stock photos chosen by whoever is posting that day are the fastest way to look like everyone else.
You receive:
Imagery section with a reference library and a selection checklist.
Business value:
Social posts, brochures and the website share one visual feel.

Voice and writing rules

How the brand sounds: tone, the words it uses and avoids, how it addresses customers, and worked examples for email, WhatsApp, social captions and proposals.

Why it matters:
The written word reaches more customers than the logo does, and it is written by the most people.
You receive:
Voice section with before-and-after examples and a short checklist for writers.
Business value:
A sales email and a support reply read like the same company.

Templates

Ready files for the documents your business produces most: presentations, proposals, letterheads, invoices, email signatures, social post layouts and signage formats.

Why it matters:
A rule is followed when following it is the easy option. Templates make the correct version the default.
You receive:
Editable templates in the software your team actually uses.
Business value:
On-brand output without a designer for everyday documents.

Governance and adoption

Who owns the brand internally, how new assets are approved, where files live, how vendors are briefed, and a short training for staff and partners so the rules are used from the first week.

Why it matters:
Guidelines that sit in a folder change nothing. Adoption is where the return on the document comes from.
You receive:
Brand ownership note, approval checklist, asset library structure and briefing sessions.
Business value:
The rules keep working after the project ends and after the founder stops checking.

What you will have at the end.

  • A brand guidelines document, in PDF and an editable format, covering logo, colour, typography, imagery, voice and templates.
  • A master logo pack: all approved versions in vector and raster formats for print, screen, embroidery and signage.
  • Colour specifications for print, screen and paint, with approved combinations.
  • Font files or licensed equivalents, with fallback settings for office software and email.
  • An imagery reference set and a selection checklist.
  • Voice and writing rules with worked examples for the channels your team uses.
  • Editable templates: presentation, proposal, letterhead, email signature, social post and one signage format.
  • A one-page quick reference for vendors and dealers, covering the rules they most often break.
  • An organised, shared asset library with a naming and folder structure your team keeps.
  • An approval checklist and a brand ownership note naming who decides what.
  • Briefing sessions for staff and for your main vendors, with a summary you can reuse for the next hire or vendor.

How it runs

The engagement, step by step.

  1. 1

    Audit what exists

    We collect every place the brand currently appears: website, social, proposals, print, signage, packaging, vehicles, uniforms. We lay them side by side and note every variation in logo, colour, type, imagery and tone, and trace where each one came from.

    You provide:
    Access to existing files, samples of recent work, and a list of vendors and channels.
    We produce:
    A consistency audit showing the variations and the reasons behind them.
    Done when:
    You and we agree on what is the true identity and what is drift.
  2. 2

    Settle the decisions

    Where the audit found open questions, we resolve them with you: which logo version is primary, which colour leads, which font replaces the three in use, how formal the voice is. We do not redesign the identity; we fix the version that is right.

    You provide:
    Decisions from the owner or director on the open questions, in one working session.
    We produce:
    A decisions record that becomes the spine of the guidelines.
    Done when:
    Every open question has one answer signed off.
  3. 3

    Write the rules

    We write and illustrate the guidelines section by section, showing correct and incorrect use with your own materials as examples. Each rule is tested against the real situations your team and vendors face, so nothing in the document is theoretical.

    You provide:
    Review of each draft section by the brand owner and one or two frequent users.
    We produce:
    The complete guidelines draft, illustrated with your assets.
    Done when:
    A frequent user can answer a real brand question from the document alone.
  4. 4

    Build the assets and templates

    We prepare the master logo files, colour references, fonts and fallbacks, imagery references, and the editable templates for the documents you make most, in the software your people actually use rather than the one designers prefer.

    You provide:
    Current versions of the documents to be templated and the software your team works in.
    We produce:
    The master asset pack and template set.
    Done when:
    A salesperson can build an on-brand proposal without design help.
  5. 5

    Set up governance

    We agree who owns the brand internally, how approvals work, where the asset library lives and how it is kept current, and what a vendor brief contains. The aim is that the founder stops being the approval step for routine work.

    You provide:
    A named brand owner and agreement on the approval flow.
    We produce:
    Ownership note, approval checklist, asset library structure and a standard vendor brief.
    Done when:
    An approval can happen without the founder in the room.
  6. 6

    Brief and hand over

    We run short briefing sessions for staff and for your main vendors, walking through the rules that most affect them and answering their questions. We then hand over the full package and stay available for a fixed review of the first pieces produced under the new rules.

    You provide:
    Attendance from staff and vendors, and the first pieces produced afterwards for review.
    We produce:
    Briefing sessions, quick-reference sheets and a review of first outputs.
    Done when:
    First work produced under the guidelines passes the checklist without correction from us.

Ways to work with us

Choose the depth that matches how much of the brand is already settled.

Guidelines essentials

The core document and master assets: logo rules, colour, typography, imagery and voice, with the quick-reference sheet. Suited to a business whose identity is settled and that mainly needs the rules written down.

Guidelines and templates

Everything in essentials plus the editable template set for presentations, proposals, stationery, email and social, built in the software your team uses. Suited to businesses where staff produce most of the brand's output.

Guidelines, templates and adoption

The full method including governance, the asset library, vendor briefs and briefing sessions for staff and partners, with a review of the first pieces produced. Suited to businesses with several vendors, a dealer network or a founder who wants out of the approval loop.

Guidelines refresh

For businesses that have a guidelines document that is out of date or ignored. Audits current use, updates the rules and templates, and re-briefs the people who apply them.

Why Gully Sales

What you are actually choosing when you choose us.

Written for the people who will actually use it.

Many guidelines are written for designers. Ours are tested against the salesperson building a proposal at nine at night, the printer in another city and the dealer briefing a signboard painter, because they are the people who decide whether the brand looks consistent.

We build the templates, not just the rules.

A rule that needs a designer to follow it gets skipped. We make the correct version the easy version by building templates in the software your team already uses, so everyday documents are on brand by default.

Adoption is part of the scope.

We treat the briefing of staff and vendors, and the setting up of ownership and approvals, as deliverables, because a document nobody applies has no return. The engagement ends when work produced without us passes the checklist.

We know how the brand gets used in sales.

Gully Sales works across marketing, sales and channels, so the guidelines cover the assets that carry revenue: proposals, presentations, dealer material and the WhatsApp message a salesperson sends, not only the logo on the website.

Your identity, not a new one.

This service does not redesign what you have. Where a decision is open we help you settle it, and where the identity has drifted we restore the version that was right, so the investment you already made is protected.

Where it applies

The same service, in different businesses.

Manufacturing and engineering

The situation:
A machinery maker sells through a direct team and regional dealers. Each dealer's signage, brochures and vehicle branding is done locally, and the logo has slowly turned into several different logos.
How it applies:
Logo rules and a master pack, a paint and print colour standard, one signage template and a vendor quick-reference that dealers hand to their local printers and painters.
Likely benefit:
Dealer outlets in different states become recognisable as one network.

Professional and B2B services

The situation:
A consulting or IT services firm's partners each build their own presentations and proposals. Fonts, colours and slide layouts vary by who made them.
How it applies:
Typography and colour rules, presentation and proposal templates, voice rules for proposals, and an internal approval checklist.
Likely benefit:
Proposals from any partner look like they come from one firm.

Healthcare

The situation:
A hospital or clinic group has a website, patient leaflets, signage, social media and doctor profiles produced by different vendors, each with its own version of the identity.
How it applies:
Guidelines covering print, digital and signage, imagery rules for patient-facing material, a voice section for patient communication, and vendor briefs.
Likely benefit:
Patients meet the same calm, recognisable brand at every point of contact.

Consumer brands and D2C

The situation:
A food or wellness brand posts daily on social media through a small in-house team and an agency. Packaging, posts and the website have drifted apart in colour and tone.
How it applies:
Colour and imagery rules tuned for packaging and screen, social post templates, caption voice rules and a shared asset library for the agency.
Likely benefit:
Packaging on the shelf and posts on the feed are linked in the customer's mind.

Retail and franchise

The situation:
A retailer opening new outlets wants each store to look like the flagship. Store fit-out, signage and local promotion are handled by different contractors in each city.
How it applies:
Signage and in-store material standards, colour references for paint and print, promotional templates for local offers and a contractor brief.
Likely benefit:
A new outlet opens on brand without a head-office visit for every detail.

Education and training

The situation:
An institute's prospectus, website, social media and admission counsellors' WhatsApp messages each present the institute differently, and parents notice.
How it applies:
Guidelines for print and digital, a voice section for counsellors with message examples, and templates for the prospectus, presentations and admission communication.
Likely benefit:
Every contact with a parent reinforces one credible picture of the institute.

Proof

Work we can point to.

HOPO Hardware, a premium furniture fittings and hardware brand

The problem:
The business had a strong product range and years of experience but no structured branding and no digital assets, so nothing told a designer, a printer or a platform how the brand should look.
What we did:
Gully Sales designed the logo, developed a complete colour palette for brand consistency, produced business card, letterhead and envelope designs, and applied the branding elements and descriptions across every social platform.
The result:
A complete visual identity with consistent branding across all platforms, as the case study records. It states no figures for consistency or vendor adherence, and none are claimed here.
Read the case study

Questions buyers ask

Before you enquire, the answers you will want.

How will teams and vendors apply the guidelines consistently?

Consistency comes from three things we build in: templates that make the correct version the easy one, a quick-reference sheet covering the rules vendors most often break, and briefing sessions for staff and main vendors. We also set up a named brand owner and a simple approval checklist so questions have somewhere to go. The rules are written in plain language with pictures of right and wrong, using your own materials, so a printer or a new hire can apply them without calling a designer.

How long does a brand guidelines engagement take?

It depends on how settled the identity is, how many templates and channels the guidelines must cover and how many people need briefing. A business with a clear identity and a short template list moves faster than one with several open decisions and a dealer network. We give you a stated duration in the written scope after the free audit, with the review points marked, rather than quoting a timeline before we have seen your materials.

What do we need to supply for the guidelines to be written?

Your existing logo and design files, samples of recent work across print, digital and signage, a list of vendors and channels, and the documents your team produces most. We also need one decision maker for a working session on any open questions, a named brand owner for the governance stage, and the attendance of staff and main vendors at short briefings. Most of this already exists; the work is gathering it in one place.

How is success measured?

We record a baseline before the work starts: the variations in use, the corrections and approval time each artwork needed, and how often vendors asked for files. After the guidelines are in use we compare those numbers, along with template usage in sales, off-brand assets found in the market and, where it matters, a simple recall survey among customers or partners. The measurement plan is agreed in the scope so both sides know what counts.

What is excluded from scope?

This service does not design a new logo or identity, name a business or product, or write a new positioning and message. Those are separate services and we point you to them if the audit shows the identity itself is the problem. It also does not produce your individual brochures, catalogues or campaign creatives; it sets the rules and templates those follow. Website development and packaging design are excluded unless added to the scope.

We already have a logo. Do we really need guidelines?

If one person produces all your materials and checks everything, perhaps not yet. Guidelines earn their keep when the brand is reproduced by many hands: salespeople, printers, agencies, dealers, new staff. If the logo already exists in several versions, or the founder is still correcting every artwork, the identity is being re-invented each time it is used. Guidelines protect the money already spent on it.

Will this change our existing logo or colours?

No. The service documents and protects the identity you have. Where the audit finds genuine ambiguity, for example three slightly different blues in circulation or two logo versions in use, we help you decide which is correct and retire the rest. That is restoration, not redesign. If the audit shows the identity itself needs rethinking, we say so and recommend the right service instead of forcing rules onto a weak foundation.

Our team uses PowerPoint, Word and Canva. Do the templates work there?

Yes. We build templates in the software your people actually use, because a template that needs a design tool your team does not have will not be opened. That usually means presentation, proposal and letterhead templates in office software, social post layouts in the tool your marketing team already works in, and print-ready files for vendors. We also set font fallbacks so documents look right on machines without the brand font.

3 more questions

How do we brief a new agency, printer or dealer?

The package includes a standard vendor brief and a one-page quick reference covering the rules most often broken: logo versions and clear space, exact colour values for their medium, fonts, and what is not allowed. A new vendor receives the quick reference, the relevant section of the guidelines and the master files from the shared library. For dealers and franchisees we prepare a simpler version focused on signage and local promotion.

Who owns the guidelines after the project ends?

You do, fully. The guidelines, master files and templates are delivered in editable form and stored in an asset library on your systems. During the governance stage we name an internal brand owner and agree how the document is updated when a new product, channel or template is needed, so it stays current without depending on us. If you want, we can review it again at a later point, but there is no ongoing dependence.

Does this cover how we write, or only how things look?

Both. A voice section sets out how the business sounds: tone, preferred and avoided words, how customers are addressed, and worked examples for the channels your team uses, such as email, WhatsApp, social captions and proposals. It does not create a new positioning or core message; it makes the existing one consistent in everyday writing. If your message itself is unclear, product positioning and messaging is the service to look at first.

Talk to us

Write the brand down so it survives everyone who touches it.

The free audit is a working conversation about how your brand is applied today. We look at a handful of real pieces with you and tell you honestly whether guidelines are the right next step, or whether the identity or the message needs attention first.

  • No obligation and no sales script
  • A reply from someone who does the work
  • Your details are never sold or shared

Your design files, materials and vendor details stay confidential and are used only to prepare for and conduct the audit.

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