Does my business need brand identity guidelines
Consistency breeds recall and recognition which supports your brand. Generally speaking, every brand should have guidelines of some form, but more importantly is the reason behind it, consistency.
Corporate Brand Identity Guidelines
For a corporation or a business with multiple locations, with many employees, the need for brand identity guidelines becomes even more necessary. Brand guidelines explain how a brand should be used internally and externally. These guidelines will be passed on to outside contractors to make sure they apply your brand elements consistently across different applications.
What does the signage on the outside of your building in Manchester look like compared to the signage in York? Are the menus at your restaurant in Chester similar to your restaurant in Liverpool? Hopefully they are identical. If not, you need to create brand guidelines, and enforce them so that your brand is expressed consistently.
What to Include in a Brand Identity Manual
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
Other sections you could include in your brand identity guidelines are:
- 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
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.