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Using Brand Guidelines for Brand Consistency

You company brand is vital to how the consumer views your product and services within the marketplace. Your brand is the promise you make to consumers.  It defines a set of values your organization rallies around in order to provide a consistent quality offering.  As you build up more marketing materials, having a comprehensive set of brand guidelines is critical for supporting that consistent delivery.

What is a Brand Guidelines Design?

Brand guidelines are the specifications for using your brand color palettes, typography, sizing and tone of voice.  When you hire a graphic designer to produce brochures or signage, the designer uses these brand identity guidelines, or specifications, to create materials that are distributed throughout the marketplace. Brand guidelines create a consistent image in your audience’s mind and build stronger brand value. Consistency is what fosters customer confidence which enhances your competitive edge in the marketplace.  Having a solid set of brand guidelines seals the case for your company to be top-of-mind when people consider the services or products you offer.

The Role Of Brand Management Companies

Brand management companies work with their customers to draw out what the company’s unique selling proposition is–that thing that makes them different from the rest of the crowd.  Their branding services are critical for creating the framework for a brand identity design for the company. Once the brand identity is formulated the next step is creating brand guidelines. These guidelines are rules for reproducing your brand components for other marketing materials.  The color palette, font type, sizing and usage provide a set of rules that the designer uses to develop new material.

brand management

Imagine for a moment a large company like Nike without brand guidelines.  Their famous logo, the Nike “swoosh,” would be different for each product line depending on how that particular design team incorporated it into every different product line.  The look and feel would be different between each clothing line.  Brand guidelines build a consistent visual identity for the Nike “swoosh” logo.  It is highly recognized throughout athletic clothing market.  The customer’s perception of Nike products is one of high quality clothing worn by super athletes.  The clothing line demands a higher price.  Consumers gladly pay it. That is a branding strategy that places Nike products at the top of the marketplace for athletic clothing. 

If you are looking for branding services to build a strong visual brand, contact us today.