Brand Guidelines are often overlooked as something that is nice to have but isn’t necessary. This definitely isn’t the case. Brand Guidelines are one of the key factors in running a strong, memorable business… But first, what are Brand Guidelines?
Brand Guidelines are often contained in a document or book that lays out everything you need to know about a brands image and identity. They are a set of rules that ensure that your brand is accurately portrayed at all times. While there is no set standard of what must be included in these guidelines, they will typically include variants of the same things.
Those are a few examples of the main criteria included in most Brand Guidelines. These should all be detailed with exact specifications and when, where and how each of them should be used. For example, under the logo category, you should specify how your logo should look with different backgrounds. Especially, if the logo changes colour when put onto different backgrounds.
Now that we’ve given you a brief overview of what Brand Guidelines often contain, let’s take a look at why they are so important to the success of your business.
When it comes to building a brand image and reputation, consistency is crucial (link). When a customer sees your logo or branding, you want them to immediately associate it with your company. The same goes for when customers visit your website or physical stores, you need them to connect the dots. This is much easier for them to do if your brand image is consistent across all platforms and media.
Additionally, just as you need the services and products you supply to be consistent, you need your communications and marketing materials to do the same. Having set rules and guidelines allows you to communicate clear and memorable brand identity.
As a business owner or branding executive, you will most likely know your brand inside and out. When it comes to a new employee, they will need some help getting up to speed. Rather than having to constantly monitor their work to ensure they’re doing it right, why not just have set guidelines. This allows the employee to check the same, unchanging set of rules for any of their branding queries. Having guidelines also helps to keep everyone accountable, because there is no reason for materials or communications to be off-brand.
Brand Guidelines make life easier for everyone involved. All of your employees know what is expected of them and it leaves little room for error. Having set guidelines also helps any temporary or freelance staff you may have working for you. For example, if you hire a copywriter for a few pieces of work, they will often ask for your brand guidelines. The same goes for any type of designer or creative in general.
Overall, Brand Guidelines are a crucial element in the success of your brand and company. Without them, your company can still function, but it will most likely look messy and incoherent.
If you have any questions about developing Brand Guidelines for your company, feel free to get in touch. We’d be happy to have a chat!