Maintaining a consistent brand image is crucial. After instigating the Freefly VR brand, I laid out the brand guidelines to solidify the rules. While intended as a tool for others who created content, the guidelines helped to identify the coherent brand image that was already there. Check it out at the link below:
http://samjanzen.co.uk/wp-content/uploads/2017/12/Brand-Guidelines-edition-1.4.pdf