How often have you heard someone mention, "Brand guidelines? I believe they're located on the shared drive somewhere..."? Sadly, this is a frequent situation. Brand guidelines, intended to maintain consistency and strengthen a brand identity, frequently get disregarded and neglected. But what are the reasons behind their lack of success?
Common Reasons Brand Guidelines Fail
Ambiguous Directions
Guidelines that say “Use blue tones” without clarifying which shade of blue can create confusion and result in inconsistent branding.
Excessive Focus on Visual Elements
Often, brand guidelines concentrate solely on logos and color schemes, neglecting significant components like voice, tone, and messaging.
Inflexible Rules
Strict regulations that do not consider various contexts (such as social media, print, etc.) can become obstacles.
Difficult Accessibility
Guidelines buried in complex folder structures or written in complicated language are challenging to find and utilize.
Insufficient Rationale
Merely stating what to do without explaining the reasoning behind it makes it difficult for teams to adhere to guidelines consistently.
Brand guidelines with typography and color swatches
How to Create Brand Guidelines That Are Effective
Be Precise and Clear
Offer detailed codes for colors, font sizes, and examples of logo usage, with explicit instructions to reduce confusion.
Expand Beyond Visual Elements
Define your brand's voice, tone, messaging, and persona in your guidelines to ensure a consistent, unified presence across all channels. This clarity ensures your brand delivers a cohesive message, whether on social media, in customer interactions, or marketing materials.
Allow for Adaptability
Establish fundamental rules but enable flexibility across different contexts, illustrating how to modify guidelines for various platforms.
Enhance Accessibility
Present guidelines in a format that is easy to navigate and search through. Use straightforward language and visuals to clarify essential points.
Clarify the "Why"
Assist your team in understanding the reasons for specific guidelines by linking them to the core values and objectives of the brand.
Embed Into Daily Processes
Incorporate guidelines into daily tools and workflows, such as design software and content management systems.
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