Brand guidelines provide information including correct logo use, colours, typography (for web and print), voice, suggested imagery, application to materials (posters, flyers to buildings). Using your luxury branding logo as a base, creatives are able to expand upon this to form these guidelines to give you a brand personality.
When it comes to brand guidelines they can be as restrictive or as free-flowing as you like. However, it is essential that they are clear. Some brand guidelines can be extremely basic. The consequence of this is that they are not then effective. They won’t provide you with much more information than “the luxury branding logo looks like this”, “the brand colours are this…” and “the brand typeogrpahy looks like this.”