The AKC explains - A breed standard is a word description of what the ideal dog of that breed looks like.
Judges use the standard as a guide when evaluating dogs at a show.
Each animal in competition is compared with the judge's mental image of the perfect dog described in the standard. The Bearded Collie is hardy and active, with an aura of strength and agility characteristic of a real working dog. Bred for centuries as a companion and servant of man, the Bearded Collie is a devoted and intelligent member of the family. He is stable and self-confident, showing no signs of shyness or aggression. This is a natural and unspoiled breed.