subject: Brand Guidelines: Why Is It Important? [print this page] When a company develops a brand identity, it is crucial to incorporate into the idea and design, a strong visual appeal that is memorable. Customers and clients are quick to take notice of major differences as part of a companys corporate identity (brochure, logo, typeface, letterhead, business card, and the likes). The inconsistency between these various collaterals can be quite obvious if a company isnt uniform when exposing its brand.
The brand book of a company, or what is also known as the brand bible, or rule book, consists of a list of guidelines that pertain to strengthening and staying true to the brand. The purpose of the brand book is to help one understand the company in a way that is unique to each one. It therefore educates a team that helps to promote/maintain the image of the brand.
The brand book helps one to follow a consistent flow in all facets of communication, be it the brochure design, the website, logo, copy style, advertisement layouts, and the use of colour. It is imperative to follow a distinctive flow, since it defines the brand and thus the company itself.
Important Points to Bear in Mind for a Brand Book Outline
It is wise to follow certain rules when it comes to putting together a brand book, since it is the very thing that will determine your reputation. Here are some pointers to keep in mind as part of an identity book.You must include as part of the guidelines your companys objectives and overall marketing strategy, so as to lay emphasis on what you are trying to accomplish.Strike a balance between what can be manipulated and what needs overall structure, where you should leave the outcome in the hands of a designer for his/her creative input. Without losing the idea and effect, the designer will accordingly create what it is you expect.The use of imagery is important in order to convey to the reader what you see in your minds eye when it comes to achieving a certain kind of look and feel.Keep it short and sweet and avoid getting into the nitty-gritty details of what you are trying to convey in your guidelines. It should be to-the-point and compact while engaging the reader in the content of the brand book.Be open to change since companies over a period of time, change the identity of the brand either minimally or drastically depending on their market value. The brand book should be left open for revision in the future if such changes can be foreseen.
The brand book will contain everything from the use of colour, typeface, placement, logo design, and overall visual language which will stand as the persona of a company. It is important to keep up with the times and incorporate contemporary twists in your brand book to keep it exciting, modern, and refreshing.
