Understanding your brand and what it looks like is important for consistency across the marketing material you create. Beyond that, it helps your team understand how to best represent the brand — whether they are a marketer, an administrative assistant, your sales team, or your accountant.
Brand Guidelines are the perfect way to get that across in a quick, easy package for your company. Once created, they should easily communicate who you are as a brand, from typography to tone of voice.
At their base, Brand Guidelines include:
Defining your brand voice sets the standard for the words you choose to represent your company. It shows your personality and your values. Not only does it act as a good definition for design work when writing copy, but can act as guidelines for your staff when speaking to clients over the phone or face to face.
Your brand’s fonts will need to be included in the guidance. This goes beyond just the fonts themselves. Consider font sizes, the hierarchy of fonts (what you would use each of them for!). Here at Always Brave Creative, we think it’s also important to think if you would like the fonts if they are written in all caps, or sentence case, and in what instances. You might even consider whether bolding is appropriate, or italicizing.
Once selected, these fonts make up the typography for your designed materials, big and small. From billboard to email signature, they keep your brand consistent.
Your Brand Guidelines should include your logo, and the variety of ways it can be displayed. Think size restrictions, how much white space you want to have around the logo when in use, colours that can be used, and what kind of backgrounds are appropriate for your logo to sit on.
Inclusion of ways not to use your logo is also a good idea!
Having a brand colour palettes makes it visually evident from the second someone sees your marketing material who you are. We’ve touched on colour palettes in a previous blog, for you to learn more!
Brand Guidelines should include the HEX, CMYK and RGB codes for your colours, to ensure that no matter who is using them to design, or where they will be used (print or web), there is consistency in the end result.
Think about the types of images you want to use to represent your brand. Do you think illustrations suit your brand? Or photography? Both? What should those photos have in them?
Whatever you decide, images bring up certain emotions in the viewer, and its important to let your team know through Brand Guidelines exactly what that feeling is.
These, alongside the elements that you want to include to create the visual image of your brand, all make up your Brand Guidelines.
We know, it’s a lot! Not everyone has the time in their business-building to get all these elements together, and put it to paper. We totally understand, and are here to help.
The Always Brave Creative team have worked with clients in various industries to help them build their brand. We work with you to create the tone, voice and image that perfectly represents who you are and where your brand is going.
Ready to share your brand story? Get in touch with us today, and let’s bring your brand to life.
~ written by Lucy Fox