How to create a cohesive brand

Creating a cohesive brand across all of your touch-points is vital in portraying your brand as being dependable and trustworthy - and in turn customers will be willing to pay for your services / buy your product etc. Here are some reasons why using your brand guidelines will help benefit your business:

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  1. Consistency: Every time someone see’s your business, they are building a relationship with your brand. From business cards, website, email signature, social media - it all builds up a personality and tone of your business.

    For example, if your branding has bright pops of colours and a fun personality, if your customer receives an enewsletter from you in grey tones and a more toned down voice - some of that loyalty might start to disappear. They might start to lose interest in what you’re saying?

  2. Setting the standard: Your guidelines are rules around how your brand is used, not only internally but to people outside of your business. These rules are around which logo to use when, your colours so they are consistent across print and digital etc

    How your logo will be used by a new printer - will they use the correct colours and fonts? Providing them with a copy of your guidelines will help prevent any issues or confusion.

  3. Loyalty: Being consistent in your communications can increase the perceived value in your business. It will also allow your brand to become recognisable within your industry and target market. The more comfortable people feel with you, their loyalty is built.

what do I include in my brand guidelines?

All of my branding packages, whether it be a simple logo design or a full business identity - all include brand guidelines. This places you in the drivers seat and allows your brand to soar! So what’s included?

  1. Logo types - most logos will have a primary and secondary design - this will explain which logo to use where and why. All of my logos will be designed in full colour, white and mono and will explain where these are to be used.

  2. Colour palette - your colour palette will include the Pantone number and breakdown codes for CMYK, RGB and HTML. This will ensure that your brand colours are consistent across print, digital, signage, uniforms etc.

  3. Fonts - what are your print and web fonts and the style of typography used. Are your headings in uppercase serif font and body text in sans serif?

  4. Graphic elements - certain features that give your brand personality can include social media icons, infographics or vector backgrounds.

  5. Minimum logo size - to ensure that the logo is legible when shown at a reduced size

  6. Clear space - the minimum space around the logo to ensure it isn’t overcrowded or cropped

  7. Collateral examples - showing how your brand will look across different collateral ie. business cards, letterhead, signage, promotional tshirt etc.

  8. Explanation of file types - finally I include explainations about what’s the difference between an EPS or PNG, what file to send to the printer or signwriter or what works best on your website.

Without brand guidelines, it’s almost impossible to keep your brand consistent and strong. Why not get in touch about your business’s branding and see how I can develop a cohesive brand that better speaks to your customer.

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