INTRODUCTION
Running a business is hard work, therefore creating brand guidelines can help steer a lot of important decisions your company will make in the future.
According to NJIT Online, 90 percent of consumers expect to have the same experience with a brand across all platforms (e.g. website, social media, customer service).
Here is what to include in your brand guidelines for content.
WHY HAVE BRAND GUIDELINES
Brand guidelines help maintain an image of professionalism. Not only does it gives content creators a framework with which to work, but it also gives structure to your brand’s identity, provides brand consistency and cohesion and showcases your company culture.
Before knowing the specifics of what to include in your brand guidelines, knowing why you’re creating the document in the first place is crucial. Ask yourself the following questions:
- What are your branding goals?
- What are your organization’s values, and how do they guide your business strategies? Example: Zappos
- What personality best represents your brand? Example: Red Bull
The answers to these questions will help protect the integrity of your brand and your assets. These guidelines can help you determine which companies/partners to work with, what type of employee to hire, what events/organizations to sponsor, what your voice/tone will be in ads and how to format your content (e.g. whitepapers, infographics, etc.).
WHAT TO INCLUDE IN YOUR BRAND GUIDELINE
Every brand guideline should include the following:
- Brand story – A summary that introduces your brand to the world and gives people an insight into why you do what you do.
- Logo – Does your logo need a refresh? Think about how your logo will look in different environments: social media, slide decks, direct mail, etc.
- Color palette – Include specific information on how to reproduce these colors when creating materials such as color match, print color (CMYK) and digital color (RGB and HEX codes).
- Typography – Fonts help with staying consistent. Try sticking to two fonts: one for headers and another for the body.
- Customers – Who is your ideal customer? Describe them using both demographics and psychographics. Once you become a reflection of your customer, you start establishing trust.
- Voice – Voice ranges from copy to the voice with your customers and serves as the embodiment of your brand’s personality. Identify which voice reflects your brand and be consistent across all channels.
Draft sample posts and copy and read them aloud. Do they make sense/feel natural?