Marketing one brand is much more than playing with colors and logos. It is a whole series of rules by which the entire structure of a brand, product, or company should be built. Let’s say you buy a car, and you just drove it out of the showroom. Okay, you know how to drive (if you do, everyone says so J) but that’s not enough. You need to know and respect all traffic lights in order to get from point A to point B. What does that mean? You should respect traffic signs, traffic lights, other drivers, pedestrians, and cyclists. This is exactly what we define in the logo standards book. A set of all the rules used, as well as the culture of the behavior of a brand or company both inside and outside it. You are a driver, take care inside your car, but also pedestrians behave on the street (outside) according to established rules.
So what do brands do?
Remember, brands are like people and people are like brands. Most brands struggle to achieve a clear and unambiguous message. Too often brands become too ambiguous with their message because, within their team, not everyone thinks the same way about the brand. If everyone doesn’t think the same, then there is no strategy and no progress.
Well, why do we need this? We know it all!
It is not enough to know, but also to apply. Having a standard book as a comprehensive brand guide that describes your purpose, mission, tone, statements, values, target audience, and design puts your entire team on an equal footing.
Whether you’re delegating to designers, developers, cinematographers, photographers, or publishers, this guide gives your business partners a clear view of how they should use your brand.
Let’s see what the graphic standards book should bring you as a benefit to your company or brand. What is it explaining? What does it bring?
The book of standards should explain:
- Company or brand purpose
- Internal behavior
- External behavior
- Your target group
The book of standards should describe your core values:
- What do these values mean to the company, and the brand?
- How do these values translate to your brand?
The book of standards provides an insight into your target group:
- Challenges and desires
- Ways to attract and support them.
The book of standards should describe the WHY?
- Why do we exist?
- Why do people care about a brand?
The book of standards should support brand statements
- Internal statements (mission, vision, etc.)
- External statements (slogans, copy…)
The book of standards should provide clear visual guidelines
- Logo rules
- Color palette
- Printed material
The book of standards is a great tool that allows you to hire the right people, and train them to understand and embody the brand you want to build.
If your message and identity are fighting with your brand, then you definitely need a good brand guide or standard book.