design is a verb : branding
If your brand guidelines don’t include tone, voice and vision, you’re missin’ out. The whole of your brand’s value is far too big to rely on a logo alone. It isn’t the only touchpoint for your audience, is it?
Think about how your audience finds you, where they see you and how they communicate with you: the web, social media, a myriad of advertising, your shop or showroom, the telephone – yes, people still use those. Now, think about how many people are steering those channels on your brand’s behalf.
Do they sound the same? Do they use the right words, the right images, the right attitude? In other words: are they embodying your brand’s voice?
Lots of the big fish do a good job of providing this guidance. Mailchimp is one that comes to mind. But even if you’d classify your brand as a more modest endeavor, with one VP of Marketing that holds all the reins and manages all the contractors, a comprehensive brand guide can be a boon. Say you’re having a particularly brain-fryin’ kind of week, or you want to tighten up the deadline with your go-to designer while not adding another round of review to your plate.
Or perhaps the current climate in your industry is still feeling volatile (thanks pandemic) and you need to kick up your sales double quick by redirecting your presence from “who dis?” to “hey, I know you!”
Polonius offers some good advice when he tells Laertes, “to thine own self be true.” Respect demands integrity. But integrity is proven with consistency. It’s as true for branding as it is for life. And the best way to make sure you're stayin' true is with a kick ass brand guide.