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First of all, just what is a Brand Guideline document? Simply put, think of it as your brand playbook. A Brand Guideline document is a one to two-page document outlining the “Dos” and “Don’ts” of your business identity. Every large business has this, in fact, some of the larger brands have volumes on it, but sadly, many small businesses fail to realize the importance. I’m of the belief that no matter the size of your company or what industry, having a brand guideline document can help you strengthen and grow your brand, and ultimately your bottom line. Here are 3 Reasons Your Business Needs Brand Guidelines:
Your Brand is an Asset – Protect It! You wouldn’t let someone redecorate your house, why would you let someone redecorate your brand? Just like the money you spent designing and furnishing your house, chances are that you spent at least a little money developing your business identity. In addition to money, it’s certain that you spent a lot of time and thought into how you wanted to portray your business through your logo and your chosen color palate. Why not protect what you’ve built? I can’t tell you how many times I’ve seen sales people or other teams get “creative” with their email signature, the company tagline or even with the logo itself, usually with the end result being something not even close to the desired identity. Then, it was up to me to kindly ask them to change it without offending their inner-artist. A simple one-pager outlining the proper usage goes a long way in circumventing this.
Are you still in doubt? There is a science to the art of brand development and promotion that has lasted the test of time growing brands from nothing to household names. Take a mental inventory of the ones that you know off the top of your head (Google, Facebook, Apple ring any bells?) and ask yourself if you are ready to get in the game. Email me for a free example of 1-page brand guideline document.
Shellie Pierce is Principal of PierceMarketing, a full service marketing and design firm serving the Automotive and Technology industries. Shellie can be reached at firstname.lastname@example.org or via www.piercemarketing.com