How To Design A Brand Guide
If you're working on branding for your company, you'll need to create a brand guide. This document will serve as a reference point for everyone involved in the branding process, from designers to writers to marketers. It will help ensure that everyone is creating consistent, on-brand communications. Here's how to design a brand guide that will be both useful and used by your team.
Define your brand
At the core of any business is a mission statement. It's what guides our direction and propels us forward. But mission statements don't exist alone - they originate from a combination of a company's core values and target audience needs. Our mission statement reflects not only our goals but also the principles that govern us and determine how we interact with our customers. Together, mission statement, core values and target audience inform strategic decisions on the products or services we offer and establish a strong base from which to build our brand.
Develop a color palette that reflects your brand identity
The colors you choose to represent your brand should be carefully considered, as they make a lasting impression on your customers. While you may opt for just one primary color, adding a secondary hues will allow for more flexibility in design and distinguish various elements of your brand. In addition, colors can evoke an emotional response from those who view them, so ensure that the colors selected accurately reflect the character of your company. Additionally, pick colors that are easy to reproduce across multiple platforms – such as web and print - so that no matter where your branding is seen it always looks consistent. Taking the time to create this cohesive color palette ensures that you have all the colors and tones necessary to capture your identity and ensure a successful implementation of your branding.
Create a logo that is simple, memorable, and easily recognizable
Designing a logo may seem like a daunting task, however with the right understanding and creative approach, it can be an exciting project. Start by considering what message you want your logo to convey and narrow down colors, fonts, images, and other elements that will bring it to life. By focusing on simplicity and creating something unique that stands out, you are well on your way to achieving a logo that is both memorable and easily recognizable. Focusing on the essentials of logo design, such as keeping color palette to a minimum and using large shapes or patterns to comprise of the logo can make all the difference. Your logo should not only look great but communicate clearly who your business is and what kind of products or services it offers.
Choose fonts that compliment each other
Choosing fonts that work well together is important for creating a visually pleasing aesthetic. When selecting fonts, readability should be one of the highest priorities; ensure fonts can be understood at various sizes, even when the size has been adjusted to fit the page or display. By combining fonts judiciously and thoughtfully, you can create a unique and attractive look while maintaining readability across different platforms. Furthermore, mixing fonts allows you to make certain elements stand out by using different fonts for titles and body text. Ultimately, fonts are an important piece of your design puzzle — find fonts that don't compete with each other so that readers can easily consume the content without distraction.
Write out clear guidelines on how to use your branding elements consistently
To ensure your branding elements are used consistently, it is important to have clear guidelines in place. Especially for media, marketers and partners, who are working closely with the brand, understanding the expectations is crucial for producing effective materials. This can include font types and sizes, colors to be used and logos appropriate for different media types. Furthermore, creating templates or providing detailed instructions will help provide a consistent brand experience across all media platforms. Following these set rules make it easier to use the brand’s image uniformly - whether through a document, website or other media type.
Include examples of your branding in action to give others a reference point
Including examples of your branding in action is a great way to give potential clients or others a reference point. For example, providing examples of how you want your logo to be used on print and digital materials can demonstrate the proper application and usage of your brand. In addition, examples of how not to use the branding can be very instructive and help prevent misuses or inappropriate applications. Taking the time to provide examples of usage demonstrates that you value your brand and take steps to ensure its consistency across all mediums.
A well-designed brand identity system is a powerful marketing tool that can help you build customer trust, differentiate your business from the competition, and establish yourself as a leader in your industry. By taking the time to define your brand, develop a consistent color palette and font family, and create easy-to-use guidelines for using your logo and other branding elements, you can ensure that your brand will make a positive impression on everyone who comes into contact with it. Do you have a brand guide for your business? If not, now is the perfect time to create one!