What should branding guidelines include? - the *secret sauce* you may be missing
Why is branding important
In order for brands to stay relevant, they need to be recognisable to their audience. Their logo and branding should convey what they do and to be recognisable by their audience, tight branding is essential. You can’t be comic sans’ing and helvecita’ing in different places (or comic sans at all for that matter!).
Branding is important to ensure the end user is familiar with the brand, and that it stands out from its competitors. To do so, a brand needs to be cohesive to gain familiarity with its audience.
The importance of brand recognition and familiarity
So, we've chatted about the importance of branding - it's not just about a slick logo; it's about making sure your brand leaves a mark in the minds of your audience. In a world where attention spans are shorter than ever, having a consistent and recognisable brand is your golden ticket to standing out.
The Rhythm of Brand Recognition
Spotlight on Recognition:
Imagine your brand as the friendly face in a bustling crowd. Cohesive branding is the key to being the face everyone recognises effortlessly. You want to be the familiar friend, not the forgettable acquaintance.
Trustworthy Vibes:
Trust is built over time. Consistent branding is like that dependable friend who always shows up when needed. It builds credibility, and credibility builds trust. It's a simple equation, really.
Creating an Experience:
Your brand is more than a logo; it's an experience. From a visit to your website to unwrapping a product, every interaction should feel like a continuation of a familiar story. Cohesive branding ensures a seamless journey for your audience.
Outshining the Competition:
In a crowded market, being memorable is your secret sauce. Think of branding as your superhero cape, giving you that extra flair in the ongoing battle for consumer attention.
Demystifying Branding Guidelines
So, how do you achieve this level of harmony? Say hello to your guide—the branding guidelines.
What's the Lowdown on Branding Guidelines?
Branding guidelines are the sole document that businesses use, to ensure that all of their branding, marketing and comms is seamless, to gain (you guessed it) FAMILIARITY!
But, what's the difference between a brand book and branding guidelines?
Brand Book vs. Branding Guidelines:
A brand book looks at the business as a whole, incorporating the ethos and vision of the business. Whereas, a brand guideline looks at the visual aspects and usage.
The Essentials for Your Branding Guidelines:
Logo Precision:
Detailed logo variations, sizes, and the personal space your logo deserves. Make sure it's always presented with precision.
Color Palette Harmony:
Define the primary and supporting colours, creating a visual symphony across all platforms.
Typography:
Establish the fonts, and structure out how their sizing will vary depending on usage.
What branding guidelines *could* include:
There are some things that are not necessary, but a comprehensive branding guideline would include the following:
Photography Guidelines
The photography and imagery chosen will bring your brand to life. The vibe, tone and style of images will ensure your brand is aesthetically maintained.
Tone of Voice:
Unveil your brand's personality through a consistent tone of voice, making sure every word hits the right note. This could also cover emoji usage!
Brand Pattern:
Brand patterns are a fun way of showcasing your brand's fun side. This can be utilised on packaging, insides of packaging, tissue paper.. You get the idea. I have a blog post on this very topic! Click to read more.
Brand Messaging Script:
Clearly articulate your brand’s script, ensuring a uniform performance across all channels.
Digital and Print Coordination:
Specify the steps for both digital and print formats to keep your brand seamless from in person to online experiences and touchpoints.
Consistency, consistency, consistency:
I cannot stress this one enough! You need to ensure that your brand's performance remains consistent across social media, websites, packaging, and every spotlight moment.
Remember, tight branding isn't just about looking good; it's about telling a captivating story. So, keep it cohesive, keep it recognisable, and steer clear of any design mishaps!
Are you interested in receiving a FREE Branding Guidelines template?
Sometimes creating branding guidelines can be overwhelming! Pulling together and deciding on so many aspects of the brand. That’s why we have created a template for your branding guidelines, inside you will find everything you need, including prompts and considerations to be made.
USE CODE: GUIDEME to get it for free!
Why we should work together
In today's digital landscape, businesses must keep their branding tight to stay competitive. At Pho Marketing, our fashion branding services will help your business stand out from competition, build trust and aid emotional connection. Are you interested in hearing more about our services?
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