Using TikTok Brand Guidelines for Boosting Your Brand Identity

In the ever-evolving landscape of social media, TikTok has emerged as a vibrant and dynamic platform, captivating audiences with its short-form videos and fostering a creative haven for users worldwide. At the heart of TikTok’s ecosystem lies TikTok brand guidelines. They not only shape the visual identity of the platform but also serve as a compass for users venturing into the captivating realm of content creation.

What are TikTok Brand Guidelines?

TikTok Brand Guidelines are your roadmap to understanding and using the platform’s unique visual identity. Think of them as an introduction to TikTok’s logos, icons, and other design elements.

Furthermore, these guidelines also help you create content that aligns with TikTok’s overall vibe, ensuring brand consistency across the platform. Legally speaking, they clarify how you can use TikTok’s trademarks and logos, keeping everyone on the same page. Remember that these guidelines work hand-in-hand with TikTok’s Terms of Service and are subject to updates, so be sure to check back for the latest rules.

Additionally, if you’re a business, keep an eye out for the separate “TikTok for Business” guidelines for tailored advice. By following these guidelines, you’ll not only understand TikTok’s brand better but also contribute to a cohesive and engaging experience for everyone.

Difference Between TikTok Brand Guidelines & TikTok Brand Strategy

Firstly, both aspects are crucial for the success of businesses on TikTok. However, Brand Guidelines and TikTok Brand Strategy have some key differences: 

TikTok Brand GuidelinesTikTok Brand Strategy
FocusRules and instructions on how to interact with TikTok’s brand identityCreating a specific plan to achieve your goals on TikTok.
ContentExplains the proper use of logos, icons, colors, and other visual elements.Includes target audience analysis, content formats, engagement strategies, and campaign tactics.
PurposeEnsure you represent yourself professionally and within legal boundaries, Helps you effectively reach your target audience and achieve your specific marketing objectives like brand awareness, lead generation, or sales.
Target audienceEveryone uses TikTok, including creators, developers, and businesses.Businesses and creators with specific goals on TikTok.
ExampleCan’t use TikTok’s logo without permission, or specific color codes for branding.Partner with relevant influencers, create trending challenges and use hashtags effectively.

Benefits of TikTok Brand Guidelines

The TikTok brand guidelines serve as a framework to establish a cohesive experience for users on this social platform. Adhering to these guidelines not only fosters a positive perception within the TikTok community but also aligns your content with the platform’s design, leading to 3 key advantages:

#1. Integration with the TikTok Community

By adhering to TikTok’s brand guidelines, your content becomes well-suited to the platform’s design and user interface.

While creativity is encouraged, aligning with guidelines related to logos, colors, and lighting enhances the overall viewing experience for TikTok users. This synergy with the platform’s aesthetics contributes to a harmonious relationship with the TikTok community.

#2. Avoid Legal Issues

Compliance with TikTok’s brand guidelines is crucial to avoiding legal problems. Failure to comply with these rules may result in legal issues such as trademark infringement.

TikTok, as the owner of intellectual property like trademarks and logos, has the authority to remove content or impose penalties for violations. Brand guidelines serve as a safeguard against unwanted legal consequences and ensure a trouble-free experience on the platform.

#3. Better performance within the TikTok algorithm

The TikTok algorithm rewards content that complies with the brand guidelines. By following these rules, your content is more likely to gain visibility on users’ For You Page (FYP).

This increased visibility not only expands your reach to a broader audience but also establishes your account as more trustworthy in the eyes of the algorithm. Conversely, deviating from the guidelines may result in reduced visibility, impeding the growth and success of your business on the TikTok platform.

3 Elements of TikTok Brand Guidelines

Like many other brands, TikTok provides a brand resource that encompasses its logo, fonts, colors, and overall aesthetic. These components play a fundamental role in leaving a distinct impression on individuals and in expanding the brand’s influence. For users engaging in the TikTok community, adhering to these guidelines is essential for establishing a secure and positive presence on the social platform. Here are 4 key points to keep in mind when utilizing the TikTok brand:

TikTok’s Brand Positioning

TikTok positions itself as a platform that encourages people to have fun and express their creativity. Consequently, it gives preference to videos that are casual, lively, and positive rather than those explicitly geared towards business purposes. The use of vibrant colors in its design contributes to creating a dynamic and engaging image.

TikTok’s Brand Name

It is crucial to correctly write TikTok’s name:

  • The proper format involves capitalizing the two letters ‘T’ and using lowercase for the rest of the letters.
  • There should be no space between the two words.

Similarly, for TikTok For Business, the correct format is to capitalize the letters ‘F’ and ‘B’ while keeping the rest in lowercase.

TikTok Brand Logo Design

In branding, the logo is a lasting visual representation of a brand, and TikTok is no exception. Familiarity with the three versions of the TikTok logo:

  • Primary logo
  • Secondary logo
  • Tertiary logo

Additionally, TikTok employs four main colors for its logo:

  • White
  • Red
  • Blue
  • Black

TikTok For Business has also both horizontal and vertical versions of its logo with three color variations, aligning with TikTok’s signature colors.

TikTok Best Practices for Video Creation

TikTok imposes specific criteria for uploaded videos to maintain a consistent user experience. If you aim to enhance your visibility on the platform, it’s essential to consider the following checklists when creating new content on TikTok:

Video’s Visual

TikTok guides how businesses can align their video TikTok with the overall user experience of the platform. Here are some key things to consider:

  • Format: Use vertical video with a 9:16 aspect ratio for optimal viewing.
  • Duration: Simply choose between 15s, 60s, or 3m, depending on your preferred video length.
  • Content: Scenes should be lively, action-packed, and avoid anything that appears artificial, clichéd, overly posed, or excessively polished.
  • Visual: Natural lighting and vibrant colors are recommended for style and properties.

did @Peso Pluma look straight at me for a second or am i just delulu #TikTokInTheMix

♬ original sound – TikTok

>>> Explore more: Unfold the top 11 TikTok Video Ideas to captivate your audience

Content’s Vibe

TikTok encourages creators and businesses to produce content that is authentic and stands out amid the vast array of videos on the platform.

Simply videos just advertise products or brands may not attract as much attention as content that shares the journey of brand development. It is essential to inject energy and excitement into your videos right from the start to capture viewers’ attention with just a glance.


Join us as we look back on 2023’s most memorable trends, creators and moments with our community: let’s scroll back to the best of this YearOnTikTok!

♬ original sound – TikTok

Music and Sound

TikTok offers an extensive library of sounds for your use. To ensure your TikTok video blends seamlessly with the platform, it’s crucial to use trending music TikTok. However, how to find trending sounds on TikTok? Here are 5 ways to help you explore hot-trend music on TikTok.

  • Scroll FYP (For You Page): The “For You” page (FYP) is a goldmine for discovering trending sounds on TikTok. By scrolling through the FYP, you can easily identify popular sounds and music that creators are using. Pay attention to the music notes icon on the bottom right of the video – this indicates the sound being used. 
  • Use TikTok Search Bar: Here is a step-by-step instruction for discovering TikTok popular songs using the search bar:
    • Step 1: Click on the magnifying glass icon at the top of the screen and type in a keyword: “viral sounds” or “trending sounds”.
    • Step 2: Switch to the “Sounds” tab to see sound options related to your search.
    • Step 3: Once you find a sound you like, save it to your favorites or use it immediately to create your own TikTok video.
tiktok sound bar
TikTok sound bar
  • Access to TikTok Sound Library: Utilizing TikTok Sound Library is the third approach to uncovering the most popular sounds on the platform. This method gives you control over your preferred sound, aligning with your branded content.
tiktok sound library
TikTok sound library
  • Discover through TikTok Hashtags: Hashtags are a great way to explore new content on the platform, including trending sounds. Specifically, you can find viral TikTok sounds through hashtags such as #trendingsounds and #viralsounds, often used by influencers for sharing hot sounds of the week or at that time.
tiktok hashtags
TikTok hashtags
  • Search on TikTok Creative Center: TikTok Creative Center is a hub for content creators and brands to access inspiration and to get updated about current trends, including popular sounds.
    • Step 1: Go to the TikTok Creative Center
    • Step 2: Click on the Trends tab and choose Songs.
    • Step 3: Type or select the region you want to find the trending sounds from the list.
    • Step 4: Filter results

Effects and Filters

Effects and filters are signature features on TikTok that can enhance and add personality to your videos. However, they have differences:

  • TikTok Effects:
    • TikTok effects are more extensive in their impact, allowing you to make significant and transformative changes to various aspects of your video.
    • These effects can go beyond color adjustments and include modifications to facial features, voice modulation, background transformations, and other detailed customizations.

Replying to @robiemae2 comment for more tiktok effect tutorial.

♬ sonido original – halo
  • TikTok Filters:
    • TikTok filters, on the other hand, tend to bring about more subtle changes, primarily focusing on altering the color tone and visual atmosphere of your videos.
    • Filters are often used to enhance the aesthetic appeal of your content by adjusting colors, contrast, brightness, and other visual elements without making drastic modifications to other aspects like facial features or background.

TikTok Best Practices for Brands

To master TikTok guidelines, brands need to keep in mind what should do and what to avoid below:

TikTok Best Practices for Brands

What Businesses Should Do

To thrive on TikTok, businesses should adopt several key practices:

  • Continuously explore TikTok resources:
    • Regularly explore and experiment with different video styles and effects.
    • Stay open to new ideas and let creativity flow.
    • Learn from others on the platform and incorporate trending content into your strategy.
  • Discover the newest TikTok trends:
    • Keep up with the latest trends on TikTok to understand the platform’s aesthetics and preferences.
    • Practice with popular content to learn and adapt quickly.

What Businesses Should Avoid

To ensure a successful and positive presence on TikTok, businesses should avoid certain practices that may lead to negative consequences or violations. 

  • Violate TikTok trademark rules:
    • Familiarize yourself with TikTok brand guidelines and adhere to the rules set by the platform.
    • Avoid trademark rule violations to prevent potential consequences for your brand.
  • Specific rules to avoid:
    • Do not create a brand identity containing the TikTok logo.
    • Avoid using color combinations in your brand logo that resemble the TikTok logo.
    • Refrain from combining the TikTok logo with other brands in your promotional materials.
    • Prohibit the use of TikTok trademarks on merchandise or promotional products.
    • Steer clear of using TikTok trademarks in a disrespectful, harmful, or critical manner towards the TikTok brand.
  • Redesigning the TikTok Logo:
    • Avoid making alterations to the original TikTok logo, including rotation, font changes, or additional effects.
    • Recognize the power of the TikTok logo in leaving a lasting impression and refrain from redesigning it.

If your videos or other content infringes on TikTok Brand Guidelines, they can be TikTok 0 view or removed from the platform. Furthermore, this can significantly limit your reach and engagement.

Repeated or severe violations can lead to your TikTok ads account being suspended, temporarily restricting you from accessing and using TikTok. In extreme cases, your account could be permanently terminated, essentially banning your TikTok account from the platform entirely.

Final word

Understanding TikTok brand guidelines is crucial for a smooth experience on the platform, and businesses should actively implement these recommendations while steering clear of any practices that may lead to violations or negative perceptions. By staying creative, adapting to trends, and respecting brand guidelines, businesses can thrive and build a positive presence on TikTok.

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