What Is a Brand Standards Guide, and Does My Organization Need One?
A brand standards guide is a comprehensive document that outlines the key elements of a company’s brand and provides guidelines for how to effectively communicate and present the brand to the public. This document can include information on the company’s visual identity, messaging, and voice, as well as guidelines for how the brand should be represented in various mediums such as print materials, digital media, and events.
The primary purpose of a brand standards guide is to ensure consistency in the way a brand is presented to the public. This consistency helps to reinforce the brand’s image and messaging, and creates a more professional and polished appearance. A well-designed brand standards guide can also help to protect a company’s reputation by ensuring that all communications are aligned with the company’s values and objectives.
So, does your organization need a brand standards guide? The answer is, it depends. For larger organizations with multiple departments and a wide range of communication materials, a brand standards guide can be a valuable tool for ensuring consistency and protecting the company’s reputation. On the other hand, smaller organizations with a limited number of communication materials may not require a brand standards guide.
If you’re unsure whether your organization needs a brand standards guide, consider the following factors:
1. Size and complexity of the organization
The larger and more complex an organization is, the more important it is to have a brand standards guide. For example, a multinational corporation with multiple departments and a wide range of communication materials would benefit greatly from a brand standards guide. On the other hand, a small business with a limited number of communication materials may not require a brand standards guide.
2. Number of communication materials
The more communication materials an organization produces, the more important it is to have a brand standards guide. This includes print materials such as brochures and flyers, digital media such as websites and social media accounts, and event materials such as banners and signage. A brand standards guide can help to ensure consistency in the way the brand is presented across all communication materials.
3. Importance of image and reputation
If a company places a high value on image and reputation, then a brand standards guide is essential. A brand standards guide can help to ensure that all communications are aligned with the company’s values and objectives, which can help to reinforce the brand’s image and messaging. This can also help to protect the company’s reputation by ensuring that all communications are professional and polished.
If a company’s brand is well-established and easily recognizable, then a brand standards guide may not be necessary. However, if the company is working to build brand recognition and increase brand awareness, then a brand standards guide can be a valuable tool for ensuring consistency in the way the brand is presented.
If you’ve determined that your organization would benefit from a brand standards guide, the next step is to develop one. Here are the key components of a brand standards guide:
5. Visual Identity
The visual identity section of a brand standards guide outlines the key elements of the company’s visual brand, including the logo, color palette, typography, and imagery. This section should include detailed information on how the visual identity should be used, such as how the logo should be positioned, the size of the logo, and the color palette to be used.
6. Messaging
The messaging section of a brand standards guide outlines the key messages that the company wants to communicate to its audience. This section should include information on the company’s mission statement, core values, and brand promise. This section should also include guidelines for writing in the company’s voice, including tone, style, and language.