Why Should You Deploy a Brand System?

Importance of a Brand System

A brand system should connect teams that have typically worked in a silo. Designers, developers, marketers, and agencies can all work from the same playbook. There are plenty of good reasons to have a brand system. Here are just a few.

Improve Team Collaboration

 A brand system should connect teams that have typically worked in a silo. Designers, developers, marketers, and agencies can all work from the same playbook. These playbooks should specifically spell out how a new product or website can be designed, built, marketed, and distributed across multiple channels. When brand systems don’t exist, team members spend hours searching email, Slack, Teams, SharePoint, DropBox, etc. searching for that single element.

Manage your Brand Across Many Formats

From a technical perspective, your brand will be distributed in many formats. Your brand system will capture all of these formats and have clear playbooks or guidelines spelled out on how to use the particular asset in that particular format. Even to the extent that different file types or sizes are preferred. For example, when posting on Instagram, you’ll want to use the optimal image size, rather than just taking whatever asset already exists which may have been created for an entirely different purpose and platform.

Create a Consistent Brand Experience

A brand system will ensure consistent style in your communication, marketing, advertising, and public materials regardless of whether those assets were created internally, externally, or by an agency. No matter where someone interacts with your brand, you want the same look and feel to be persistent throughout. A brand system provides a single source of truth for any brand contributor.

Impress Key Stakeholders

Your company’s public image can have a major impact on your bottom line. So making sure your brand is nailing those first impressions, and putting your company’s best foot forward is key. Even in small interactions with your brand, a potential customer, investor, or partner is forming an opinion of your company. Make every interaction meaningful.

Share your Mission, Vision, and Values.

One of the primary purposes of your brand is to elicit emotional responses from your audience and make them feel a certain way about your company. The way your brand makes your audience feel shouldn’t be confused, it should reflect your company's mission, vision, and value. In order to do that effectively. The branding and style of your company shouldn’t be a secret or private. By spreading your company’s aesthetics, you also get to spread your corporate mission, vision, and values

Author

Whittney Twomey

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