Creating Well-Defined Brand Guidelines

“Authenticity” is a word that gets thrown around a lot when we talk about branding. Whether it’s for your personal brand or your company’s, people inherently value authenticity. Authentic brands understand themselves to the deepest level, from the CEO to entry-level employees, and work on delivering that promise so that their customers believe in it.

Customers are smart. They can spot inconsistencies (and lose trust because of it) and they can tell whether a brand is authentic or not. When a brand is authentic, they begin to trust it, identify with it, and most importantly, become loyal to it.

One way to completely align your brand internally is to have consistency throughout is in your visual and content style. To do this, you would need to prepare well-defined brand guidelines.

If you have considered rebranding for your business, or you’re getting proper branding done for the first time, one of the things they will give you is a copy of your brand guidelines.

Brand alignment is all about consistently. In your brand guidelines, it’s important to meticulously define the following:

  • Logos
  • Colors
  • Typefaces
  • Spatial proportions
  • Voice
  • And more

Good brand guidelines will also include clear rules about how your content creators should design and write your communication materials – this includes official business communications, social media, marketing, and sales collaterals.

Consistency reinforces your messaging, your industry authority, and drives your customer’s loyalty. Now, this doesn’t mean that your communications should look exactly the same. That would just be boring. It just means that standards are in place so that representations of your brand are coherent. Your visuals can still be dynamic.

Brand guidelines are your roadmap to brand alignment. They allow you to solidify visual identity, brand personality, and brand differentiation. In simpler terms, these guidelines help you frame and construct the way we want the audience to see our business.

If this is communicated clearly and understood thoroughly across the entire team, then the rest will be easy.

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