When you’re building the brand behind your company, it’s important to establish a set of rules and guidelines to promote consistency throughout your marketing materials. Brand Guidelines serve as a resource for how to present your company to the world. From logos to fonts and brand voice to the color palette, this style guide will ensure that your company is properly represented across all platforms.
When we onboard a new partner at Imagine Media, one of our first steps is to take a deep dive into their brand guidelines. This information is vital to our team because it helps us understand the company at a very personal and detailed level. Whether it’s our copywriter trying to assume the brand voice, or our graphics team making content for their social channels, all of the information included in the brand guidelines helps us build and represent their brand.
You might be wondering what should be included in your brand guidelines. As with any creative process, a great place to start is by building a mood board. This will help set the tone and overall feel of your brand.
Another important element to include in your brand guidelines is all versions of logos and signature graphics that you would like to be utilized. Specifying color and logo size is important for people working with these elements. You can also make clear what would be an example of unacceptable logo usage in this section.
Next, you’ll want to incorporate typography and messaging. Determining the fonts that represent your brand is an important step in creating the personality of your company. Messaging and brand voice are how your brand communicates with their audience. This subject can be relatively tricky, but if you provide your creative team with a clear brand voice, it will make the copywriting process much more effective.
Finally, defining your company’s color palette is an essential part of your brand guidelines. Keeping color consistent throughout your marketing materials will support your presence online, on social media channels and throughout your marketing campaign. When you consider colors like Tiffany turquoise or Coca-Cola red, you get a true appreciation for how much color influences your brand.
Now that you are equipped with the knowledge of brand guidelines, take note of how other companies establish their timeless brands through these elements. If you’re interested in learning more about branding, we highly recommend our friends at Wildcat Echo, who have branding down to an art form!
Story By: Sophie Duncan