24 Oct What are brand guidelines?
The brand guidelines act as a guidebook for a particular brand. The brand guidelines are a set of principles that govern the colour palette, tone of voice and marketing materials of a company. The document lists the dos and don’ts for everyone involved in the brand, from copywriters, graphic artists, animators, web developers and customer executives to external agencies, so that they can maintain a consistent image.
Why Do Brand Guidelines Matter?
How to make a brand look recognisable
Do friendly colours appear? Taglines? You don’t need to introduce your favourite brands with their names. Brand guidelines ensure consistency in colours, typography and copy tone. They also make it easier to identify the brand in public. Famous brands can have a distinct look and feel if they adhere to their brand guidelines. For advice from a Brand Strategy Agency, visit www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/
How to maintain a brand’s consistency
Brand consistency means that the brand presentation and the values of a company are the same in all marketing channels. Maintaining consistency is easier with the help of a common set of brand guidelines. Supports standing out from the competition, builds brand authority and enhances customer loyalty.
Avoids any confusion
Certain fonts and colours are used to represent their respective qualities. McDonald’s, for example, uses colours that are kid-friendly. If they switch to sophisticated blacks and greys, the restaurant will no longer be a family friendly affordable fast food restaurant. Brand guidelines communicate rules and regulations for both internal and external stakeholders to ensure consistency in usage and avoid confusion.
Develops an understanding of a brand
Every employee must know and understand the brand guidelines. This ensures that everyone’s work and goals are aligned to a common viewpoint. Knowing the brand guidelines will help everyone associated with it to understand its essence, emotion and context.
These statements describe the organisation’s goals, aspirations and key characteristics.
Core Values and Ethics
The values that guide an organisation determine the soft characteristics and importance of their work. The same organisation may offer the same service or product, but its values and ethics will set it apart. Brand guidelines should include everything that makes the institution unique.
Brand Tone of Voice
This is how a brand communicates to its audience. The words chosen, along with the images and values that go with them, show off their current principles and future aspirations. If an organisation is constantly expanding, they will use the words innovation and growth. A product from another organisation that is emotionally based can be described using words such as nourishing or caring. Brands must align their actions with the tone of their communication to make them more appealing.