First impressions of a brand can be taken from any encounter; seeing the logo, the customer service experience, the location, the celebrity endorsements, the sponsors, the promotional material and social media, therefore it is of vital importance that it is consistent with the brand guidelines. So what are brand guidelines?
Brand guidelines define how a brand, as a company and as people, should consistently present itself at every single touch-point and opportunity. They guide on how the logo and supporting visual identity should be used, the right tone of voice and the business’s values. This is why they are also known as the Brand Bible!
Here’s what to expect to see in a set of brand guidelines:
- Vision, values and mission statement
- Brand personality – how you want to be perceived
- Tone of voice – being professional, confident, friendly for example. Words to use and ones to avoid
- Logo – colour ways and formats
- Colour palettes
- Imagery – themes and styles
- Graphics – backgrounds, icons, navigational signposts and graphic devices.
Does your brand provide all of the above or does it need some TLC? If so, we’d love to hear from you.