¿Qué significa Brand Guidelines en redes sociales?
Última actualización: 11 de enero de 2026
Definición rápida
Brand guidelines are documented rules for how a brand looks, sounds, and communicates across channels.
In social media, brand guidelines help agencies keep tone, visuals, and messaging consistent across posts, platforms, and team members. Strong guidelines reduce revisions, protect the brand, and make it easier to scale content production for multiple clients.
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Por qué importa
- Reduces client revisions by setting expectations upfront.
- Prevents off-brand copy or visuals across platforms.
- Makes content creation faster for multi-client teams.
Ejemplo
A new social manager joins the agency and can immediately write on-brand captions using the client’s voice rules, banned phrases, and CTA style examples from the guideline doc.
Checklist
- Define voice/tone (do/don’t examples).
- Define visual rules (logo use, colors, fonts, templates).
- Define compliance rules (disclosures, claims, legal notes).
- Create an approval “gold standard” for what “approved” means.
Métricas recomendadas
- Revision rate per post.
- Time from draft to approval.
- Brand consistency score (internal QA checklist).
Errores comunes
- Guidelines are too vague (“be friendly”) with no examples.
- No update cadence (guidelines drift from reality).
- Guidelines exist but aren’t embedded into the workflow.
Preguntas frecuentes sobre Brand Guidelines
What should be included in social media brand guidelines?
Tone and voice rules, visual standards, CTA style, hashtag rules, do/don’t examples, compliance requirements, and a content approval checklist.
How do agencies use brand guidelines to reduce revisions?
By turning guidelines into templates and checklists, aligning stakeholders early, and requiring drafts to meet guideline criteria before requesting client approval.
How often should brand guidelines be updated?
Whenever messaging changes (new offers, positioning, products) and at least quarterly to reflect what’s actually performing and what the client wants to emphasize.
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