Brand guidelines and brand books represent the ideal opportunity to control the application of your brand by acting as a resource rather than a regulatory agency. Developing guidelines that focus on useful tools, assets and inspiration to help branding decision makers do their job more easily results in greater influence, consistent brand application and communication and subsequent control. Effectively developed and implemented, brand guidelines represent a significant cost savings to your organization – reducing one-off projects and campaigns, leveraging existing assets and increasing the understanding of your brand by key audiences through a consistent application.
Training in usage and application should accompany any new brand guidelines development program. Brand decision makers from all groups within your organization as well as external creative agencies and distribution channels will gain valuable knowledge and have an opportunity to “buy-in” to your branding program.
An effective brand launch and roll-out involves both the visual identity and the strategy at the core of the brand. While the new identity becomes the rallying point for the brand, understanding and buy-in to the strategy behind it becomes the key driver for behavior change to ensure that organization’s leadership and employees are aligned and committed to deliver the brand at every point of customer contact.