Your company’s style guide should never be static. As your brand changes and grows, so should your style guide. A new or ongoing campaign, small or large can fall apart fast when there aren't any strict rules written in stone. But often, a style guide is missing answers to questions about new developments, products, or sales.

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Consider asking yourself these questions:

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• What tone and voice do we use when talking about new features and benefits?
• What is our visual strategy for expanding into new markets?
• What is the approved tone and voice in social media when we expand?
• Are we changing the target demographic and do we have style guide answers for that in place?
• Who are our new competitors and does that influence our look and feel, or tone and voice?
• In general, are we still differentiating or are there new competitors too close to our style?

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Obviously, your style guide is a reflection of your brand. It should be updated regularly to keep up with the times. Don't let it become stagnant – keep it fresh, relevant, and most of all…alive.