Every firm has a brand, whether actively created or evolved through time. Brand standards, often known as style guides or brand guidelines, are integral to an efficient marketing plan and optimal brand recognition. Your brand guidelines conveys your company's design principles to everyone in your organization.
Clients will assume that your items and services are high quality, desirable, and trustworthy if your branding makes a strong impact. However, if your branding falls short of expectations, customers may believe your brand is of inferior quality compared to rivals, even if this is not the case. However, there are various reasons why developing a set of brand rules is worthwhile. So, what's the point of having brand guidelines? Here are some of the reasons:
1. Ensure Consistency
One of the several benefits of brand guidelines is that they enable you to develop a distinct brand image. The importance of brand consistency across multiple platforms cannot be overstated. Brands are built through strategic marketing tactics, so establishing an identity is a lot easier once you have principles to assist you in keeping a consistent image and brand inspiration.
2. Build Recognition
A strong brand will have no issue generating referral business. Strong branding often indicates that consumers have a favorable view of the firm. They are more inclined to conduct business with you because of the familiarity and presumed reliability of utilizing a name they recognize.
3. Set Standard Rules
Setting standards for your brand will contain more than simply a color palette and many variants of your logo. Your brand guidelines will include explicit rules and criteria for using those components.
Knowing a company’s business standards will enable anyone designing a brand message to know and understand which aspects to utilize and how to use them. It's all about continuity, but it's also about recognizing what's proper and incorrect when incorporating those brand components.
4. Convey Cohesive Messaging
You should ensure that the message you convey to your target audience is coherent in all your visual identities and holds up to business continuity standards. That is why you should have a brand guideline as a reference by all your graphic designers and content creators. The importance of a cohesive message is that your target audience will come across your logo, website, and brochures, and you wouldn't want to leave them confused about your brand.
5. Save Time
When your brand style is consistent, you don't need to spend more time and money to create new visuals and your brand's content. The same applies to brand redesign. Your content creators will refer to your brand guidelines for recreation.
6. Avoid Chaotic Situations
Brand guidelines are to brand, what a manual is to a weapon. A manual helps soldiers learn how to handle an arm. Similarly, brand guidelines will help new employees learn how to uphold the brand identity without the need to remind them of everything they're supposed to do constantly.
Brand guidelines help ensure that every client's engagement with your brand is as strong and successful as possible. They serve as a point of reference and a benchmark for how your brand is represented to the rest of the world. That mentioned, Clairant is around to support you and help with optimizing your company’s branding and recognition. We provide various services such as web design, lead nurturing, social media management, and video marketing. Make the first step: call Clairant today!
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.