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Brand Guidelines: Getting It Right
Let’s talk about brand guidelines, shall we? You know, those essential blueprints that help keep your brand looking sharp and consistent. It’s like dressing for success—how you present yourself visually can say a lot about how you’re perceived, equally relevant for a trendy café or a powerful corporation.
Think about it: the world’s most iconic brands—Coca-Cola, BMW, Nike—are basically visual rock stars. You could see their logos from a mile away (or maybe just out of the corner of your eye), and you’d still know exactly who they are. That’s the magic of effective brand visuals; they’re ingrained in our collective consumer consciousness.
So, how important are brand guidelines, really? Let’s dive into the top six essentials that anchor robust brand guidelines.
Top six considerations to a brand guideline:
Colors: Remember that rich green from Starbucks or the vibrant red of Coca-Cola? Those colors are like the brands’ signature outfits—they’re instantly recognizable even without the logo. Fun fact: some brands have even gone to court over their colors. Yes, you can trademark a color!
Logo: Apple’s apple and the Nike swoosh are like the rock stars of logos—timeless, memorable, and powerful. Whether you’re in Mumbai or Tokyo, these logos scream brand recognition. They say, “I’m here, and I mean business!”
Visual Assets: Ever noticed those iconic Burberry checks or the three stripes on Adidas gear? These design elements are like the cherry on top of a cake—so tightly linked to brand identity that they almost have a personality of their own.
Typefaces and Fonts: The way your brand’s name looks is just as crucial as how it sounds. Think BBC, Lufthansa, or Apple—each has its custom font that sets them apart. Quick note: while “typeface” refers to the design, “font” is about size and weight. But hey, let’s not get too tangled in typography; they often get used interchangeably anyway!
Tone of Voice: As the American author, Maya Angelou said, “People don’t always remember what you say, but they’ll remember how you made them feel.” Your brand’s tone of voice sets the mood for everything—web copy, social media posts, emails—you name it. It’s how you communicate your brand’s personality!
Imagery: The style of your photos speaks volumes. It shapes perceptions about your brand’s professionalism and quality. Bad imagery? Say goodbye to potential customers! Everything from logos to social media graphics falls under brand imagery, so keep it consistent and appealing.
When Should You Follow Brand Guidelines?
Consistency is key! Your brand needs to present itself the same way to both external and internal audiences. This familiarity builds trust and recognition.
Sure, small organizations might have it easy with a handful of touchpoints, but larger companies? That’s where the plot thickens! With multiple stakeholders and far-flung offices, maintaining brand consistency can feel like herding cats. That’s where a solid brand guidelines document comes into play. It helps keep everyone on the same page (or should we say, the same brand).
From marketing materials to social media, events, and everything in between—whenever your logo or brand colors are in play, those guidelines need to be in action.
If you’re eager to dive deeper into crafting an effective brand guidelines manual, don’t hesitate to reach out. We’d love to help you build a brand that stands out in all the right ways! After all a brand guideline is more than just a document, it’s the holy grail that keeps your identity together.
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Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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