Avoiding brand rebellion
Has your creative or brand department ever been referred to as the “brand police” or “department of no?”
Chances are, your guidelines are being used more to govern than support. Don’t get me wrong, while it may feel easier to simply shelve them for another day; there can be serious consequences when businesses fail to adhere to their brand guides; we’ve all seen a rogue tweet or graphic go out and seen it light up the internet quicker than wildfire.
“71% of marketers believe that brand consistency increases brand recognition, and your guidelines exist to ensure your business is always presented in the best light possible. So, it’s important to keep your guidelines up to date —informed by trends and emerging markets—that complement your business, sector and services.”
Not the hero you want, but the one your business needs
Brand guidelines are the unsung heroes of the business world, providing a roadmap for success that companies would be wise to follow. Simply put, they are rules outlining the usage and composition of your brand's visual elements, such as logo, colour scheme, and typography. While it may seem trivial, adhering to these guidelines ensures consistency across all mediums, from websites to social media to billboards. Not only does this lend credibility and professionalism to your brand, but it also helps establish trust with your audience, who rely on the consistency of your visuals to recognise and engage with your brand.
The risks of not having updated brand guidelines
Having a well-defined and updated brand guideline is more important than ever. Not only does it ensure consistency in the messaging and visuals of your brand, but it also helps build trust with your customers and sets you apart from competitors.
But what happens when those guidelines become outdated or forgotten?
The risks are clear: confusion, inconsistency, and dilution of your brand's value. Without proper guidance, your team may try to convey a message through a design that doesn't align with your brand's tone or values, leading to a lost opportunity to connect with your audience. So, save yourself the headache and ensure your brand guidelines are up to date – your brand (and bottom line) will thank you for it.
How can companies make sure their guidelines stay relevant?
As our world rapidly evolves, so do the needs and desires of consumers. According to a study by Lucidpress, businesses with consistent branding across all mediums can increase their revenue by up to 33%. It's crucial for companies to adapt and keep their guidelines relevant to avoid falling behind. By analysing market trends and listening to customer feedback, companies can anticipate what their audiences will want in the future. But it's not just about predicting the future - it's also about being flexible enough to pivot when necessary. Having a clear understanding of your brand values and goals will help guide any necessary changes while staying true to your core identity. With a bit of foresight and the ability to pivot, companies can keep their guidelines current and appealing, leading to long-term success.
Tips on how to best communicate changes in your brand guidelines.
Communication is key, especially when it comes to brand guidelines. Keeping your brand consistent and relevant as businesses grow and evolve is important. Change is inevitable, and it's essential to communicate any updates effectively. First and foremost, make sure to clearly explain the reasoning behind the change. By giving context, people will better understand the importance of the guidelines. Additionally, provide examples and visuals to showcase the changes visually. Ensure to emphasise the update's benefits and how it supports the brand strategy. Be confident in your approach and remember that change can be positive.
Allow the rules to be broken when it's necessary
In the fast-paced world, businesses are often forced to make quick decisions about advertising and marketing campaigns. While guidelines can be helpful in providing structure and consistency, they can stifle creativity and innovation. That's why relying on intuition can be a game changer. Creative teams can develop fresh, unexpected, and memorable ideas when left to their own devices. By backing these ideas, companies can tap into the power of intuition and delight their customers in ways that guidelines simply can't.
All companies need brand guidelines to remain consistent, but it's important to remember that these guidelines should not be treated as laws. Instead of relying solely on them when making creative decisions, businesses can draw inspiration from their intuition and modern trends to ensure that their branding stays current and rich with character. By ensuring their brand guidelines stay effective, up-to-date, and a uniform reflection of what their company stands for, businesses maximise the chance that they will create an impactful impression of their product and services within the given industry. Companies who follow these steps should have no problem staying ahead of the competition and remaining authoritative in their field.