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https://99designs.com/blog/tips/how-to-create-a-brand-style-guide/
Before you create a style guide, you need to know your brand. There are five key components: mission, vision, target audience, brand personality and core values.
Mission and vision: Write a mission statement about why your company exists and a vision statement about where you want your brand to go. These can be big (you’re going to change the world) or small (you solves a small, annoying problem), as long as they’re true to your brand.

Target audience: Describe who your customers are and why they need you (i.e. how your products or services solve their problems). If you’ve done market research, include any insights that could help your team communicate more effectively to your customers. Here’s a deeper guide on how to define your target audience.

Personality: Make a list of 3-5 adjectives that describe your brand. This will set the tone for both design and writing. Are you sophisticated or quirky? Classic or trendy? Ask your team for input and perspective.
Tip: It can also be helpful to list 3-5 adjectives that your brand is not. In fact, many advertising agencies begin their branding projects with an “Is / Is Not” exercise.

Values: Determine the guiding principles for company decisions and actions. Memorable values will make it easy for your team to stay on-brand.
     
 
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