Brand Creep Scenario
Spread out 18 months of your company’s marketing collateral and communications (videos, blog posts, marketing emails, e-newsletters, direct-mailers, print ads, banners, brochures, etc.) and evaluate whether all the pieces look like they belong together.
Ask yourself if this body of communications look and feel like they were created with a consistent message and identity. Do they appear to be created by the same creative team marching to the same beat? If each piece of marketing collateral looks like it has its own master, you’ve got Brand Creep.
How do you avoid this, well by creating a brand guideline, this will define the parameters that anyone producing marketing communications has to adhere to.
What to Include in Brand Guidelines
What’s included will vary depending on the type and size of your business and what is relevant to your brand. At the very least, your guidelines should include:
• brand values and spirit
• logo usage and specifications
• colour palette
• typography
• copywriting and tone and voice
• layouts and grids
• templates for stationery or often used applications
• web specifications
• co-branding
• advertising
• signage
• positioning, size and clear space
• additional brand elements
• packaging specifications
If you adhere to the guidelines and keep away from brand creep it will create the perception that you are a professional, efficient organisation and so help you secure business.
The important thing to remember is that your brand identity guidelines are a living document and should be updated and expanded as needed. Your brand should gradually evolve over time keeping itself looking fresh and relevant to your identified marketplace.
Nigel Moore http://www.tenimc.com