Concept & Branding TIPS
8 elements a brand standards guideline should include
A Brand Standards Guide is an essential tool for ensuring consistent and accurate representation of a brand. It is a comprehensive collection of visual and written standards that outline the guidelines for expressing a brand's identity. The guide should be maintained by a designated person and made accessible to all employees, marketers, or advertisers that use the brand.
A Brand Standards Guide should include the following components:
BRAND STORY - Also known as an “elevator speech”, this is a brief description of why the brand exists.
BRAND POSITIONING STATEMENT - This defines the target audience and how the brand wants to be perceived by said audience.
BRAND LOGO - This section should include the company logo as well as all its iterations and usage parameters.
BRAND FONTS - This section outlines the fonts associated with the brand and their specific usage guidelines. It identifies which fonts are used for headlines, subheaders, body copy, callouts, etc.
BRAND COLOURS - This section includes the primary brand colours used in every iteration of the brand, as well as secondary and tertiary colours that can be applied as needed.
BRAND ELEMENTS - This section covers both photography and graphic elements, such as lines, accents, and clip art images, used throughout the brand communications.
BRAND MESSAGING - This includes brand phrases, taglines, and general messages that the brand wants to communicate to its customers through copy and visuals.
BRANDING EXAMPLES - This section provides a few examples of actual collateral that demonstrate how the previous sections of the guide should be used.
Concept & Branding Tip
Start by creating a compelling brand story! A brand story is important within a brand standard guideline because it helps establish and communicate the essence, values, and personality of a brand. It provides a narrative that helps consumers connect with the brand on a deeper level, creating an emotional bond and fostering brand loyalty.
To conclude, by having a Brand Standards Guide, companies can ensure that their brand is consistently and accurately represented in all marketing collateral. Updating the guide frequently as the brand evolves, is crucial for maintaining brand consistency and relevance.
Concept & Branding Blog
