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Brand Guidelines/ Brand Manual/ Brand Book

They are one and the same

There’s a lot more to brand guidelines than just logo usage. This one-stop guide takes you through some of the key elements, what they signify and why each of them matter. Read on for a crash course in establishing brand identity.

What are brand guidelines?

A set of instructions that capture what your brand stands for and how it should communicate. They cover your brand strategy and identity.

Why they matter

  • Ensure consistency for better brand recognition
  • Create perceived value as customers find your brand reliable
  • Make it easier for readers/viewers to consume your content

Here are 7 essential elements of a brand manual

But not limited to these

  • Brand story
  • Brand voice
  • Logo and logo usage
  • Typography
  • Colors
  • Imagery
  • Design templates

What are the parts to your brand’s visual identity?

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Logo and logo usage

  • Reversed, single color, and other variations
  • Minimum size and proportions
  • Clear space around the logo
  • Dos and don’ts
  • Responsive logo for mobile view
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Colors

  • Primary colors
  • Secondary colors
  • Hex codes for web
  • CMYK for print
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Typography

  • Fonts for headlines, sub-heads, and paragraphs
  • Font sizes, spacing, and alignment
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Imagery

  • Guidelines for photography, illustrations, and icons
  • Examples of images that perform well
  • Mood board on feelings the brand should evoke
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Design templates

  • Examples and references for ads, marketing collaterals, stationery, print and digital publications

How do you craft your brand story?

  • Mission and vision: Why your brand exists, where you aim to be in future, and how you plan to get there
  • Brand positioning: What your brand offers as unique benefits to your customers
  • Core values: What matters the most to your business
  • Audience personas: Who you’re trying to attract as potential customers

What should you include in brand voice and messaging?

  • Be clear on what and how your brand should communicate
  • Examples of use cases – social media ads, emails, and press releases
  • Tone of voice and preferred word choices
  • Dos and don’ts

What are some best practices with respect to brand guidelines?

  • Keep it simple and easy to understand
  • Include a separate section on web style guide
  • Update regularly and share with all stakeholders
  • Create an abridged one-page version for quick reference

Our
handpicked quote

Consistent brand presentation across all platforms increases revenue by up to 23%

Source: Lucidpress (The state of brand consistency)

There are corporate brand examples of global companies that have built a strong brand. It's up to you now to ensure your brand guidelines are an accurate representation of your brand, and followed in all communications.

For branding services and articulating your brand effectively, click here.

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