Build a brand guide
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This document discusses creating various branding guides for both internal and external audiences. It suggests structures for different types of guides, including: - A "thinking behind the brand" book explaining branding insights and strategy. - A "live the brand" book compelling internal staff to embody the brand. - A guide to producing branded materials covering style, language, assets and applications. - A document helping staff express the brand through communication. - A separate language guide detailing different copy styles. The document provides outlines for each type of guide to organize content and ensure consistency across branding communications.
![A [very old and
very basic]
guide...
to creating
guides
David Thomas
Creative Director](https://image.slidesharecdn.com/buildabrandguide-110406110224-phpapp02/85/Build-a-brand-guide-1-320.jpg)
![understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for ISSUE baSEd rE-brand
Background
What are the big issues?
‘X main issues emerged’
How does the brand rate?
‘We evaluated the brand against four criteria’
What conclusions can we draw?
‘brand strengths’
‘brand weaknesses’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we make the brand more [main requirement] ?
What are the benefits of all this activity?](https://image.slidesharecdn.com/buildabrandguide-110406110224-phpapp02/85/Build-a-brand-guide-3-320.jpg)
![understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for nEW brand
Background
What are the market opportunities & issues?
‘the market’
‘the audience’
What are the conclusions?
‘what we need to be’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we ensure the brand is [main requirement] ?
What are the benefits of all this activity?](https://image.slidesharecdn.com/buildabrandguide-110406110224-phpapp02/85/Build-a-brand-guide-4-320.jpg)
Build a brand guide
- 1. A [very old and very basic] guide... to creating guides David Thomas Creative Director
- 2. what guides are we creating? understanding the brand doc1: are we creating a ‘thinking behind the brand’ book what it is who it’s for a book of the branding project containing the Marketing agencies & PR: Creative head, issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head level living the brand doc2: are we creating a ‘live the brand’ book what it is who it’s for a book about ‘behavoiur’ containing why we Internal: all had to, what we expect, what your role is and compelling you to act, how we grow expressing the brand doc3: are we creating a guide to producing materials what it is who it’s for a guide to producing all aspects of necessary Marketing agencies & PR: Creative head, materials on brand message and in brand style Designer, Artwork, Production, Account director Internal: anyone with responsibility to commission work doc4: are we creating a document helping staff to express the brand what it is who it’s for practical guides to creating an experience Internal audience: Anyone having interaction that is consistent throughout the business. with customers information on letter writing, speaking & other communication points doc5: are we creating a separate language guide what it is who it’s for how and what we say is a large part of Marketing agencies & PR: Creative head, communication, this helps understand the Account director, copywriter need for different styles and levels of copy
- 3. understanding the brand are we creating a ‘thinking behind the brand’ book what it is who it’s for a book of the branding project containing the Marketing agencies & PR: Creative head, issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head level suggested structure for ISSUE baSEd rE-brand Background What are the big issues? ‘X main issues emerged’ How does the brand rate? ‘We evaluated the brand against four criteria’ What conclusions can we draw? ‘brand strengths’ ‘brand weaknesses’ What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’ What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’ How can we make the brand more [main requirement] ? What are the benefits of all this activity?
- 4. understanding the brand are we creating a ‘thinking behind the brand’ book what it is who it’s for a book of the branding project containing the Marketing agencies & PR: Creative head, issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head level suggested structure for nEW brand Background What are the market opportunities & issues? ‘the market’ ‘the audience’ What are the conclusions? ‘what we need to be’ What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’ What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’ How can we ensure the brand is [main requirement] ? What are the benefits of all this activity?
- 5. living the brand are we creating a ‘live the brand’ book what it is who it’s for a book containing why we had to, what we Internal: all expect, what your role is and compelling you to act suggested structure the need the possibilities the new brand you and the brand group structure the internal values our external personality how do we make it happen the expected outcome
- 6. expressing the brand are we creating a document helping staff to express the brand what it is who it’s for practical guides to creating an experience Internal audience: Anyone having interaction that is consistent throughout the business. with customers information on letter writing, speaking & other communication points suggested structure B2B communication basics ‘lite’ the brand language specific examples letters emails telephone face to face the technical bits ‘lite’
- 7. expressing the brand are we creating a separate language guide what it is who it’s for how and what we say is a large part of Marketing agencies & PR: Creative head, communication, this helps understand the Account director, copywriter need for different styles and levels of copy suggested structure B2B communication basics the brand language examples 100% brand level documents and reports specialist audiences & offerings general audience the technical bits
- 8. expressing the brand are we creating a guide to producing materials what it is who it’s for a guide to producing all aspects of necessary Marketing agencies & PR: Creative head, materials on brand message and in brand style Designer, Artwork, Production, Account director Internal: anyone with responsibility to commission work suggested structure is more of a pick&mix as content will be dependant on visual strategy. introduction who and what are these guides for set the scene brand architecture the word mark what are the components is there a bleed version what do we measure over and do we have limited size versions preferred sizing and position what is the minimum clear space the icon what is its role what is its position in relation to wordmark are there negative versions are there primary colour versions what do we measure over and do we have limited size versions do we have redrawn size versions preferred sizing and position brand language what are the business communication basics what is our audience matrix & how we speak to them what is our brand idea what is our promise what are the internal brand values how do these translate externally into the brand personality what is the boilerplate
- 9. brand assets what is our visual strategy, what are the most important brand assets colour what are the core colours of the primary colour pallet secondary colours using the secondary colours typography what is the primary typeface what is the secondary typeface what is the typeface for shared applications do we have a specific typographic application style graphic elements do we have graphic elements what are the principles of usage are there levels of elements how do we use the elements imagery what are the aims and principles do we have levels of images how do we use the imagery applications visual style only unless messaging is part of deliverable what collateral items do we have what is the master grid are there brochure levels list specific brochures what presentations do we do what do we say in each how do they look
- 10. what is our brand level advertising what other products or services do we advertise what is our direct marketing what other products or services do we directly market them how does our website work do we have microsites - what do they do and what are they like what events what stand designs what internal documents do we do how do they work and look list of all stationery show email signatures show envelopes is there packaging do we do things like cd covers do we have partner applications how does the visual relationship work how does the design look in signage & livery what about other branded items what do we say we cannot do dos and don’ts do an appendix to contain a brand language guide glossary show whatever guides are also available is there a thinking behind the brand book is there an document helping staff to express the brand is there a separate tone of voice guide
- 11. A Base One Branding guide to creating guides David Thomas Creative Director