BRANDING IS AN IMPORTANT PART OF ANY BUSINESS, LARGE OR SMALL
Great design is a reflection of your business even if it is not intentional. If you don’t care about your design then your design is telling people that you don’t care about your business.
Branding and identity is the basis of the first impressions an individual or organisation will have of your business. It is therefore vital that your brand is presented to your audience both externally and internally in a consistent, on message manner.
BRAND GUIDELINES / DESIGN STANDARDS
Branding and design standard guidelines are designed to give you the building blocks to help you implement the your corporate identity correctly and effectively. The purpose of design standard guidelines are to assist anyone involved in designing or commissioning any items which need to be identified as a ‘product’ or ‘service’ of your business.
The visual identity of a brand is made of a number of different elements. These elements need to be used consistently, but also flexibly, across all the applications of the identity.
WHY IT IS BEST TO START ON THE RIGHT FOOT
Good design, implemented intelligently across your business, will set your apart within your marketplace. So – where do you start before considering your brand and its design standard guidelines? Here are some key starting points to help you make some initial decisions.
Define: Plan your brand from day one/ Don’t make it up as you go along, this leads to brand dilution and a lack of market focus.
Values: When building your brand, think of it more as a person than company. What are your values, beliefs and aspirations.
Drivers:Consider what is driving your business.
Relationships: Aim from day one to build long-term relationships with your customers.
Tone: Always speak to your customers with a consistent tone of voice.
Message: Never repeat yourself – always move the message forwards.
Inspiration: Never directly copy others companies – but certainly take inspiration from great ideas.
Belief: Stand for something you believe in – even if it might lead to mistakes.
Audience: Never communicate without considering your audience – never sell to yourself.
And finally.. Stamping your logo on everything just won’t work. Your customers are far more consumer savvy than you might think.