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Keeping Your Brand Consistent: Part 2 – Brand Guidelines

4 mins read

This article explains how to keep your brand consistent through brand guidelines, and also provides an example of brand guidelines.

Brand consistency is the importance of maintaining the same delivery of the brand’s messaging over time. Your brand’s message is anything that portrays your company and the brand you represent; your logo is always used in a similar way, your fonts are consistent, the same tone is used for your content, and colours you use are consistent across all mediums. Each branding aspect and piece of marketing material used should be like members of the same family, supporting and even looking similar to all the other members of the family. By delivering a consistent brand experience to your consumers it creates a specific style that can be recognized and is how you gain brand-loyal consumers that will choose you over the competition. How can you be sure that you are maintaining consistent branding? Keep reading for part 2 of 5 on keeping a consistent brand: Brand Guidelines.

Brand Guidelines
Most corporations develop brand style and usage guidelines to help make sure all content and brand asset handling is correctly presented and consistent. These internal guidelines help the marketing department lock down usage, as well as any other employees and departments that are involved with content, products, and services – so everyone!

A great example is HubSpot’s Brand Style Guide:

HubSpot Brand Guidelines
These guidelines may look overwhelming if you have a smaller business or are in the process of developing your brand, keep in mind that your guidelines do not have to be as complex and will evolve as your brand grows. However, it is still important to take the time to establish a foundation of your brands visual aspects and messaging as this will help to ensure consistency is maintained as your brand develops. Remember that the time you put into a guide now will pay off later. As the name suggests, they will help ‘guide’ future decisions, making it faster for decision making and reducing potential brand missteps.

Are you creating a consistent brand experience?

As your company increases in size and numbers, communication increases, it becomes easier for little things to be missed, and for mistakes to happen within your branding. Whether your business has created its overall look, or you are still working on it, take a moment to ask yourself the following question: Are you creating a consistent brand experience? If the answer is no, the above tip will help guide you in the right direction towards consistent branding.

If you are wondering why brand consistency is important, read our series on Why Brand Consistency Matters.

Next up in our series is “Keeping Your Brand Consistent: Part 3 – Content”.

Download this resource article Keeping Your Brand Consistent: Part 2 – Brand Guidelines (pdf).

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Visit our Resource Library for all available downloads.

If you require assistance with any of the guides, forms or templates, please contact a BIG representative.

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