3 things to consider when developing brand guidelines
So, you’re creating some brand guidelines? We think there are a few important things to consider when making a brand’s single source of truth. These are our top 3, let’s get started.
1. Brand identity
At the top of the list is the brand identity and how the visual elements bring the brand to life.
Of course, there’s the logo and all its variations. That one’s a no-brainer. But a huge consideration is the colour palette, the typography and font choices. All these components need to work together to create a cohesive and unified brand.
Then there’s the imagery style and photography guidelines. Does your brand lean heavily on illustration? Or is photography more your thing? Maybe your brand needs a set of icons and graphic elements. It all depends on who you are as a brand and what your purpose is.
2. Brand voice and messaging
Next on the list is the brand voice and messaging.
What does your brand sound like? Are they confident and leaders in the field? Or are they cheeky and rely on humour to communicate a message? This is where brand differentiation comes in. Ideally, you’d position your brand in a space away from your competitors so you stand out in the market.
This part is also where you work on your key messaging and brand promises. Do you have a tagline? Or a slogan you use frequently to keep you top of mind? After you’ve made these decisions, it’s time to commit them to paper. This will form the section in the brand guidelines that informs your team about how the brand speaks, sounds, and any specific terminology you use to stand out.
3. Brand asset management
Ok, so you have a look, a feel, and a tone of voice. You’re ready to launch the brand into the world to your (hopefully) adoring public.
There is one more thing to consider, and while it might seem less glamorous, it’s pretty important. Brand asset management is all about making sure all your hard work is accessible, stored somewhere secure, and able to be shared safely for third-party usage.
It’s also critical to have version control over any updates to the brand. Maybe you need a new set of icons. Or you want to add more examples to the tone of voice section. Each new iteration needs to be carefully considered, and any changes should be clearly communicated to whoever needs to know. This isn’t the most exhilarating part of creating brand guidelines, but it’s essential to get right.
Want to elevate your brand?
Crafting effective brand guidelines is crucial for maintaining a consistent brand presence. If creating a brand guidelines document seems daunting, we can help.
At Dave Clark, we specialise in developing tailored brand guidelines to help set your organisation up for success. Contact us today to see how we can take your brand to the next level.
