Why your brand needs guidelines
Brand guidelines are a key part of your brand staying true to its vision. They give you the space to be creative, without going off-piste, and are essential for building your brand beyond a logo.
CONSISTENCY, NOT UNIFORMITY
Whether it’s a fledgling start-up or something far more established, guidelines are a huge part of how a brand becomes recognised, iconic and never mistaken for another. Internally, it’s a crucial, unifying document for every area of the business to truly believe in, which externally will give increased cut through and greater impact with your audience.
Without it, every piece of communication – be it online or in the real world – becomes muddled, confusing, or potentially off putting. Consumer trust is hugely important (perhaps now more than ever), so having a consistent, cohesive brand is a major part of building that.
ALL IN THE DETAILS
Guidelines act as a set of rules and principles that explain the components of your brand. The structure can be unique to each business, however we suggest starting with your purpose (your why), your mission, then follow with the practical elements such as tone of voice, a full set of design guidelines, and application examples to key pieces.
You can find out more about creating an effective brand and building strong foundations here.
With our client, Winn-Dixie, we evolved their creative fully, giving consistency and cohesion to their look and feel throughout the store and beyond with robust brand guidelines. As they were an existing brand, everything from a design and communication point of view (as well as everything a customer might interact with) was considered. From top-line navigation in store, to print magazines and digital comms, down to the fine (yet no less important) details. We built a framework for campaigns, so they not only felt fresh and aspirational but were unmistakably Winn-Dixie.
Creating this consistency over a vast number of assets means customers are not only continually inspired, but they also have a steady brand experience and journey when shopping, no matter the touchpoint.
Meanwhile, for Cold Storage, a fresh set of brand guidelines translated into an unforgettable in-store experience. The guidelines included every element, from in-store POS to price communication, and a guide for team member uniforms. Protecting this look and feel resulted in a modern, tactile, and welcoming shopping environment that takes the customer on a foodie journey.
GUIDELINES ARE A GUIDE
To build a recognisable, distinct brand, we have to establish some rules. As humans we’re usually averse to such constraints so yes, on occasion, they’re made to be broken. For consistency, communications should be anchored in your brand, but there is flex with marketing. You can push the boundaries where you perceive there to be more impact and buzz needed, such as an in-store competition or internal initiative.
Monkey Puzzle are one brand whose guidelines give way for flexibility. The brand has to appeal to both parents and potential franchisees, so with their brand toolkit and direction on tone of voice, you can dial the personality up or down depending on the audience you’re speaking to.
THE TICKETY BOO VIEW
The greatest asset to a business can often be its brand, so it needs to be protected. A good set of brand guidelines gives the entire business focus and consistency. It’s not just the creative and marketing teams that benefit. Our Creative Partner, Pam, says:
“Consistency is key for a successful brand. If you have strong brand foundations and a visual toolkit, being consistent can feel effortless.”
Creating definitive guidelines will give recognition to a customer and create a brand which internally everyone can get behind. However, no one is writing brand guidelines in stone. They’re a snapshot of the brand as it currently stands in an effort to make it more impactful. A brand is a living, breathing thing – certain elements will be reinvented or changed entirely over time, while some will be retained as part of an iconic legacy. Change is a natural part of brand evolution but having a strong sense of identity never goes out of style.