What are branding guidelines?

Branding is a huge domain. And we know this can be quite daunting for a new business. If we think to a simple definition, we would say that branding is the process of giving an identity to an organization, company, products or services. In short, creating something that would set it apart from the competition.

Why is branding important? Because branding allows a business to build relationships with the target audience. So, it helps any brand find loyal customers. This of course translates into sales.

Branding includes a few mandatory elements:

1. Brand name - each brand should have a unique and relevant name

2. Logo design - this should be used both in online and print environment

3. Color palette - the colors should represent business image

4. Tagline - this will be helpful for marketing strategy

5. Vocabulary - a certain tone should be in tune with the audience

6. Typography - fonts can make or break any design

Other optional elements can be added:  graphics, packaging, images, etc.

 

All these elements are critical to establish brand awareness, to give the right perception to the customers, to bring recognition to the brand. Moreover, the brand personality and brand story should be clear and easy to convey in any advertising strategy.

What is needed for being able to create a good branding strategy?

• clear focus
• well defined target audience
• transparent mission
• known competition
• established key values
• smart goals
  

Whenever our branding agency creates a brand strategy we actually create a long-term plan to achieve long-term goals that will help customers to identify and prefer a certain brand. We usually start from the brand name creation. Firstly, we analyze the competition and the behavior of the target audience. Secondly, we select the colors, fonts, tone of voice. In the end, we design the logo and packaging.

Branding strategy involves intuition. But we can also use data to guide the direction. Business success starts with a great branding. 

So, what are branding guidelines then? Brand guidelines, or brand style guide, are an instruction manual on how to communicate your brand. This includes brand identity design - visual identity, tone of voice. In conclusion, the branding guidelines will spell out the overall look and feel for the brand. Regardless of the size of the company, brand guidelines are a critical tool to ensure brand consistency.