THE BRAND STYLE GUIDE OUTLINE
We often think of brands as their logo, but a brand is more than just a symbol. It's the culmination of many things that help illustrate what the brands stand for. A brand style guide takes the heart and soul of your business and translate them into real-world design. This information is used primarily by marketing departments however every department of your business should use this guide to maintain integrity of the brand when engaging with an audience. Using a brand style guide ensures your brand looks and feels the same across all consumer touch points.
Behind every great brand is the reason why it exists. Your brand identity stands for that reason. Communicating such abstract and intrinsic ideas can at times be difficult, especially when it comes to creating a brand identity. However a cohesive brand identity that relates and engages their audience is bound to generate more loyalty from consumers than undeveloped brands.
Behind every great brand is the reason why it exists. Your brand identity stands for that reason. Communicating such abstract and intrinsic ideas can at times be difficult, especially when it comes to creating a brand identity. However a cohesive brand identity that relates and engages their audience is bound to generate more loyalty from consumers than undeveloped brands.
7 KEY COMPONENTS TO BRAND IDENTITY
There are seven key components that together paint the picture of a complete brand identity.
01. BRAND STORYThis is your brand's introduction and DNA. Your brand story tells who your brand is, what it does, and where your brand is going. It paints a vision of your brand's ideals, states your brand's mission, and defines its core values. This is also your character archetypes and personas. Your brand story also tells what your buyers journey will look like, from awareness, to consideration, and finally decision.
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02. LOGOTYPEThis is your logo or symbol, name, tagline, trademark, or abbreviations which represents your brand. Logos express the brand's story in an ascetically pleasing and memorable design. A thoughtfully designed logo can invoke powerful emotions. Like a flag, your logo is the banner that flies above your kingdom. What emotion does it mean to your kingdom, and what does it mean to others?
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03. COLOR PALETTEUnderstanding color is the first step to applying it successfully in your brand identity. Color theory is a complex subject that analyzes how different hues/shades interact with one another. When developing your color palette, consider taking a close look at how colors can have an effect on our mood.
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04. TYPOGRAPHYFonts, typefaces, serif versus sans serif, weight, spacing, script, you name it, typography matters. It's the equivalent to your brand's own handwriting. The way we depict our words in artistic form is largely recognized for shaping the way we respond to information. It offers dimension to our words beyond the definition.
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05. IMAGERYThe use of photographic and graphic images in synonymous in modern day brand. The power of professional quality image is available in ever smart-phone users hands. How we use our camera is often a reflection of who we are and how we see the world. The way that your brand presents imagery is an important element to a well rounded brand.
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06. VOICE & LEXICONYour brand's voice and lexicon or vocabulary is a direct reflection of your brand's persona or personality. Your brand's voice is static meaning it never changes. It is a part of your brand's DNA. When determining your brand's voice, consider who your audience will be. How would your brand persona interact with your buyer persona?
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07. WEBSITE
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Your brand's website is also your brand's home. It is an integral pillar of your brand and perhaps even the most important. How your brand presents itself on its own online platform is critical to your brand's image and success. Your website should be where your brand presents itself the strongest. Defining how your brand shows up online is an important any brand guide. Because your website is always active and live, developing and maintaining consistency is vital.
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ABOUT ANTHONY NGUYENI'm a creative sales and marketing strategist at InThink Agency, a full service marketing agency located in Worcester, Massachusetts and Providence, Rhode Island. I've worked hands on in the creative marketing industry since 2005 practicing multiple disciplines including design, sales, marketing, video and photography. I work with small to medium sized businesses and start-ups, creating effective brand stories and marketing strategies on shoe-string budgets.
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