Every business has a brand even if it doesn’t act like it. The brand is reflected by the look, feel and tone of voice of your website and marketing collateral. It can also be reflected in the way your staff communicate and deal with customers.
As a business it is key that your message is consistent at every point that your customers come in to contact with you, whether that is by talking to one of your team over the telephone or receiving a tweet from you.
What are brand guidelines?
Brand guidelines essentially summarise what the brand stands for and also provide guidance on how the brand identity elements such as logo, fonts, colour palette should be used and communicated. Brand guideline usually also include guidance as to the “tone of voice”.
Why you should have brand guidelines….
- Ensure that your brand message is communicated consistently across all marketing channels and customer touchpoints.
- Provide guidance for designers to ensure a unified look and feel in every new piece of collateral and marketing material that you develop.
- Provide company employees with focus and direction to ensure that they mirror the messages in their day to day work.
In my next blog I will talk about the elements that you need to include in your brand guidelines.