Brand System Basics

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We are now entering the era of brand systems but creating a well-made Brand System should be considered paramount for establishing a brand. A Brand System acts just that - a system - for communicating a consistent story to your customers. Not just your company’s story, but it’s values and standards as well. Having a Brand System for your business to reference will make every one of your designers, developers, and writer's life much less stressful by giving them expected standards and a framework to work with. These are important to help establish a well-made, consistent brand voice that will resonate a brand awareness with their target audience. The way your company is perceived is completely within your control. All you have to do is set clear guidelines and keep it consistent. 

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Brand Systems include a set of standards

The standards should be followed when creating new marketing materials. They ensure that your message is delivered up to a particular standard across every level of your business. It also ensures all employees and vendors are all on the same page and are obligated to implement strategies to create and maintain a strong identity. Investing in a great set of brand guidelines or Brand System can benefit your business at every stage in its growth. 

Brand Systems should never restrain creativity

It should guide it. Your brand guidelines should act as a giant how-to for your brand's visual output. Set the standards for your business before it expands. You will know your brand forward and backward, but your new hires will not. By creating brand guidelines, you can prevent your brand from being stretched too thin when bringing in new products, services, or new employees to your business.

Consistency is vital for your brand's recognition

When a brand is cohesive, it helps your business appear more reliable, professional, and valuable. Inconsistent branding - quite simply - doesn't look right. If you have a logo that differs between platforms or a tone of voice that doesn't stay consistent throughout different marketing channels, customers might get confused and start to have feelings of distrust. You want a brand that is instantly recognizable. Who wants to always introduce what they do and who they are? With a consistent and well-made Brand System or guideline, you won't have to. 

Keeping your brand consistent can become more and more challenging when scaling and bringing on new employees in waves. Having a dialed-in Brand System will set the standard and outline the rules to your brand. Rules like when to use your brand’s logo versus the word mark and even how to space the logo. Brand Systems will be a valuable tool for your employees to keep your brand cohesive, quickly and effectively. Larger companies with teams in different locations across the world can benefit greatly from having their brand guidelines accessible online. 

Include your brand guidelines

Your brand guidelines should include several common elements. These should include but aren’t limited to your brand’s logo, color palette, typography, tone of voice, imagery and provide storage for your digital assets. guidelines should always give clear instructions about the sizing of your logo, as well as the positioning, exclusion areas, and variations. Your brand’s color palette is a very important area to cover. This specifies the range of colors available to designers for consistency across all mediums. Your brand’s guidelines should cover all your approved fonts, weights, spacing and layouts to ensure legibility in all your written and marketing materials. Also just as crucial for your typography in your writing and marketing is your brand’s tone of voice. Another useful area to have covered in your brand guidelines is the imagery and other graphic elements to be included in your digital assets. You should have them easily downloadable so your team can access and work with them whenever they need.  

If your brand is well put together, investors will see more value in your business. Your brand is your business's identity. This identity represents your accomplishments, value, and promise for a bright future. Consistency will allow your brand to appear professional and reliable. This will make it easier to maintain quality and integrity for your brand’s image.


Whittney Twomey

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