For brand managers, reinforcing the value of brand guidelines to internal staff can sometimes prove difficult. Whether it's formatting the logo within a document to the right size or position or simply writing with the correct fonts, some individuals can forget the significance of brand consistency. Brand guidelines should detail how a business represents the brand to the public. Core elements should at a minimum include logo guides, colour palettes, typography, and brand values. These guidelines form the personality of the brand, allowing people to communicate with clarity and consistency. All elements connect the brand's identity and the product or service with the customer. So, what are the main reasons that guidelines are so important?
With a crowded market, companies must stand out with a unique identity. Colours and logos should not resemble other brands to avoid confusion with customers.
Having consistent core competencies makes the brand values stronger, meaning customers will consider the product to be of a better quality.
By having a distinctive identity, customers will resonate with the brand. They are more likely to seek a brand that they perceive to be trustworthy over a product that is not recognised.
Distributing brand guidelines to designers who can use them to create materials saves time in the long run. Setting out standards for logo use should eliminate the need for many versions, as designers have the means to do it correctly the first time.
To further enhance the value of brand guidelines, templates can be configured to include core brand materials. Artwork automation, implemented into a Brand Centre®, enables the customisation of templates for print, digital and video communication. This allows designers and brand professionals to create communications in a couple of minutes, while always being consistently on brand. Utilising templates throughout the business creates efficiency on a global scale.