How to establish brand guidelines for sponsored content

Sponsored content: it’s like the avocado toast of digital publishing—trendy, versatile, and often misunderstood. Done well, it’s a seamless extension of your editorial vibe, boosting revenue without annoying your readers. Done poorly, it’s an awkward “this doesn’t belong here” moment that can damage your credibility. So, how do magazine and news website publishers strike the right balance? The answer is simple: brand guidelines. Let’s break down how to create them with flair, consistency, and a touch of humour.

Step 1: Define Your Tone of Voice (and Stick to It)

Your tone of voice is the personality of your publication. Sponsored content should feel like it belongs, not like a karaoke rendition of your editorial standards.

• Keep It Consistent: If your regular tone is cheeky and conversational, don’t let sponsored posts sound like a corporate memo.
• Adapt Without Losing Identity: Sponsored doesn’t mean stuffy. Work with advertisers to craft messaging that fits your audience while promoting their brand.
• Use Examples: Create a cheat sheet with “approved” and “no-go” phrases. Example: “Get ready to transform your mornings” > “Revolutionize your daily coffee consumption.”

Step 2: Set Visual Standards (Because Looks Matter)

A cohesive look ensures your audience knows it’s your site they’re visiting, even when the content is sponsored.

• Define Approved Formats: Outline which ad formats work best—native articles, videos, infographics, etc.
• Set Image Guidelines: Require high-quality visuals that align with your aesthetic. Say no to blurry stock photos or overly branded graphics.
• Establish Branding Limits: Decide how much of the sponsor’s logo or branding can appear. You’re selling a collaboration, not a billboard.

Step 3: Nail the Disclosure Game

Transparency isn’t optional; it’s essential. Disclosures protect your credibility and keep regulators happy.

• Be Clear: Label sponsored content as “Sponsored,” “Paid Partnership,” or “Advertorial”—and make it obvious.
• Choose Placement Wisely: Disclosures should be front and centre, not hidden at the bottom in size-8 font.
• Follow Legal Requirements: Stay up-to-date with guidelines from regulators like the FTC (US) or ASA (UK).

Step 4: Collaborate Without Compromising

Sponsored content should feel like a partnership, not a hostile takeover.

• Involve Your Editorial Team: Editors know what works for your audience. Loop them in to maintain authenticity.
• Create a Sponsor Brief: Give advertisers a clear overview of your audience, tone, and style. This isn’t just their stage; it’s a co-production.
• Set Boundaries: Politely but firmly veto anything that feels too salesy or off-brand. Example: “We’ll happily promote your eco-friendly shampoo but skip the 10-paragraph ingredient list.”

Step 5: Create Templates and Checklists

Templates save time and ensure consistency. Plus, they’re great for training new team members.

• Sponsored Article Templates: Pre-structured formats make content creation easier for everyone involved.
• Visual Style Checklists: Outline required image dimensions, preferred colour palettes, and font guidelines.
• Approval Processes: Define who reviews and signs off on content before it goes live.

Step 6: Monitor Performance and Adjust

Your guidelines shouldn’t be set in stone. Monitor how sponsored content performs and tweak as needed.

• Track Engagement: Use analytics to see what resonates with readers and what doesn’t.
• Gather Feedback: Ask your audience (and advertisers) for their thoughts. You’d be surprised what you can learn from a quick survey.
• Refine Over Time: Trends change, audiences evolve, and your guidelines should too. Make regular updates part of your process.

Step 7: Communicate with Your Team

Brand guidelines only work if everyone’s on the same page. Keep your team in the loop:

• Host Training Sessions: Walk your editorial, sales, and ad teams through the guidelines.
• Create an Internal Wiki: Centralise your rules so everyone knows where to find them.
• Encourage Questions: A team that’s empowered to ask questions is less likely to make costly mistakes.

Final Thoughts

Establishing brand guidelines for sponsored content isn’t just about avoiding awkward missteps—it’s about protecting your credibility, serving your audience, and giving advertisers a framework to shine within. With clear standards for tone, visuals, and disclosures, you’ll turn sponsored content into a seamless extension of your brand. Now go forth and set those standards—your future self (and your readers) will thank you.