According to
AgileCRM, “a
brand style guide defines your branding. It lays out how your brand is presented to and perceived by the market”. Technically, a brand style guide describes what your brand is identified with. It outlines areas such as your colour schemes, brand logo, fonts and general tone of your brand.
To succeed in the aspect of
branding your business, you need the most important factor which is consistency. This cannot be overemphasized. Research has shown that company revenue increases by 23% as a result of brand consistency. Apart from the fact that it puts more money in your company’s purse, consistency in the brand makes it easier for people to recognize it, to know what it stands for, and if they so desire, to identify with it. It eliminates all sorts of confusion that may arise from inconsistency.
It is obvious, branding helps grow your
business. However, some companies find it difficult to set up a brand style guide to achieving this consistency in branding. If this looks like a solution you seek, let’s delve into it.
Obviously, before you start selling any product or rendering any service, you should have a name you want your brand to be identified with. Choose a name that communicates your brand product/service and select a tagline that describes it. For instance,
MTN has a tagline of ‘everywhere you go’. Naturally, whenever you mention the company name, the description (tagline) comes to your mind. Carefully choose one for your brand and be consistent with it.
When we talk about branding, the first thing that usually comes to the mind of people is a logo. Inasmuch as that is not all branding is about, it is a major element. It is definitely one of the first things your company is recognized with. The
Coca-Cola logo, for instance, is the first thing we identify on any of its products. You should create a unique logo that speaks volumes of what your business is about. This is because the first thing people will use to identify your brand is your logo. Invest in it and make it memorable in the minds of people. Although, some companies tend to change their logos from time to time due to one thing or the other, don’t try to change it too quickly. Give it some time, so people don’t lose touch with your brand identity.
This is also an essential part of your brand. In fact, while creating your logo, you should bear this in mind. The colours that should be on your logo, website, social media pages and products should be the same. From the onset, select colours that best express your brand and ensure you maintain consistency with those colours.
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Your font usage can also be drawn from your company logo. Whichever case, your written and graphic materials should be created with one, two or three fonts. You can also use the same font size, depending on the specific content you are creating.
This is a crucial part of your company brand style guide. It defines your value proposition – what your company stands for and what you are out to achieve. This could range from customer satisfaction to integrity and excellence. It is important that you put this together early enough, as recruitments and company operations will be based on this.
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Mission And Vision Statements
Simply, these define the ultimate goal of your company. They describe why your company exists in the first place, the problem you are out to solve and where you envision the company status in the long run. Your vision is where you are going and the mission is the steps you would take to get there.
I believe you have an inkling of what a company brand style guide is and how you can go about drafting one for your company. These elements are definitely things you need to take your time to work on. Remember, in all you do, consistency is key.
Featured Image Source: Litmus Branding
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This article was first published on 5th October 2021
chidiogo-akaelu
Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.
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