If you have worked with a semi-reputable office-based company before in any capacity, you must have come across a brand guideline booklet/PDF/manual. If you have not, here is basically what they are.
This document can be presented in many forms but the basic premise is that they are a bunch of rules and specifications for how a brand should be presented in all formats. This can include font sizes & weights, colour palettes, logo dimensions and use cases and so much more. Here is why your brand needs to have one, and if you have one, here is why you need to follow them.
They exist for a reason
Let’s say you’re working with a company to partner on a product or service and you need to know some of the best practices about the partner brand. Whether it has to do with which logo to use in a given situation situation or web fonts vs document fonts. These are things you would have to waste lots of time communicating across brands to get this information and can lead to misinterpretation and back and forth. The one way to ensure all terms and conditions of your brand are laid out in a presentable and eye-catching way, is to have a brand guide.
Keeping Things Consistent
Imagine if you went on Facebook and the classic blue and white colour theme was displayed throughout your homepage, but then when you went to the ‘notifications’ window, it was BRIGHT green and purple. Now that doesn’t make sense, does it? So why would you do the same thing to your business? Keeping things consistent is important in so many ways. It makes your brand look professional, it shows other companies you take your brand seriously and it helps build trust. Let me elaborate.
People trust things they understand and things that are communicated clearly. Keeping your brand consistent drives home the fact that your brand can be trusted and operates at a certain high standard of synchronicity that you could easily ignore but CHOSE not to. That raises your credibility in the eyes of your customers and in other businesses.
Too Much Deviation Might Mean a Revamp
The one contradiction I will make here is that if you think you are deviating from your existing brand guidelines too much, it might be because you just do not enjoy the style anymore or it is time for a refresh. Maybe your colours were out of date or your fonts are too bulky and not as modern as you would like it.
Let’s get to work to create/revamp your brand guidelines to create something you NEED and will enjoy using.