What are branding guidelines anyway?

Brand guidelines are a key marketing component within the most successful businesses. These companies know what makes them different and they use brand guidelines to convey this to their audiences. Brand guidelines are a systematic way to govern the use of a company’s signature, language and graphic design to their employees, clients and general public. 

An effective brand guideline gets used everyday. It outlines all aspects of a business’ reputation, not only within the visual components like the company’s signature, logo, colors and spacing, but also within the business’ voice like the usage and attitude which is reflected through the usage and tone of the company’s language.

Branding guidlines tell the story behind the brand. The branding guideline components speak for who the company is, their values, behind the scene design philosophy, their voice and tone. Of course a big part of branding guidelines focus on their symbol and logo. The additional branding guidelines explain the meaning and concept behind the logo.

The proper usage of the logotype is important in branding guidelines; it makes certain that the users have flexibility to modify the symbol while still staying within the company’s design philosophy. A standard logo is created with one to two Pantone colors to maintain quality control. Aside from the signature’s color, internal and external stationery system widely used within the company should reflect the logotype within the branding guidelines.

In today’s market, it’s more and more challenging for companies to be noticed and remembered. The clutter, volume and visual overkill of competing messages are overwhelming. This is why it is increasingly important for businesses to develop their branding guidelines so that the company leaves a strong impact on the public.