The basis of your organisation has to always link back to elements that’s set within your brand guidelines. From the products that you create, to the collaterals that are marketed, all functions would require a guidebook to mirror across everything that is said and done for the brand.

Why You Need Brand Guidelines

• To ensure visual consistency across all internal and external collaterals and marketing materials
• To control messaging that ties back to your brand values, mission and vision
• To maintain brand integrity for all employees to understand and immerse themselves with the brand

The brand guideline also serve as a useful document for all new employees to receive upon joining an organisation to get an in-depth understanding of the brand.

What To Include Within Brand Guidelines

Brand Logo, Colours & Typography

We’ve talked about the importance of brand colours in this article, and cannot stress more how a distinct visual identity will make your brand standout. Additionally, your brand’s visual identity needs to remain consistent across all external communications which can be particularly tricky to control in a global organisation. These guides serve as a rulebook for creative teams, graphic designers and marketers to follow.

Additionally, your visual brand guidelines identity needs to remain consistent across all external communications which can be particularly tricky to control in a global organisation. These guides serve as a rulebook for creative teams, graphic designers and marketers to follow.

Brand Story

Whether you’re a startup founded by a small group of individuals with a specific purpose, or a 100-year old family-owned business, adding in a snippet of your brand story brings in a human touch and perspective. The “whys” of starting the business or organisation drives stronger insight for employees or stakeholders.

Brand Mission, Vision & Values

What does your brand believe in and why? What is the overarching goal that you want to achieve? What does your brand stand for? These are deeper questions that set out a clear identity for your brand.

The motivations that drive the brand can then be translated into actions taken by your employees or team members.

Positioning & Competitive Landscape

The brand positioning serves as a clear narrative of how the brand aims to achieve distinction from its competitors in the market. Whether it’s a difference in offering of products or driving profit for social purposes, these details need to be documented.

Audience & Target Market

Get laser-focused on your consumers with clear demographics to clarify your exact audience. As a digital marketing agency grows and its services expand, this section can be altered should your audience change or expand.

Tone of Voice

Based on who the brand is targeting, its positioning and how it wants to be perceived by consumers, the tone of voice in all internal and external communications should be defined for both written and spoken word. Whether you want to be thought of as a fun brand, or one that is credible and reputable, the way your brand communicates matters.