Branding : why does it matter?

In today’s constantly changing business environment, brands need to stand out in order to be successful. Clear brand guidelines can help companies to achieve this goal by providing a framework for creating consistent messaging across all channels. This article will explore the importance of clear brand guidelines and why every business needs them.

What are Brand Guidelines?

Brand guidelines outline the rules for how a company presents itself to the world. They encompass everything from logo design to social media messaging. They are crucial for maintaining consistency across all channels, and ensuring that consumers recognize your brand no matter how they interact with it.

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Why are Brand Guidelines Important?

  1. Consistency

The most important aspect of brand guidelines is consistency. Consistent messaging creates trust with consumers, which is invaluable for building brand loyalty. When a company communicates inconsistently, it creates confusion and dilutes the brand message. Clear brand guidelines prevent this from happening by providing a framework for consistency.

  1. Clarity

Clear brand guidelines provide clarity for employees, partners, and consumers. This means everyone knows what the brand stands for, what it represents, and what its messaging should be. Clarity ensures that everyone is on the same page, which is essential for creating a cohesive brand.

  1. Time-Saving

Without brand guidelines, employees can waste time trying to figure out how to present the brand in different situations. Clear brand guidelines make this process much simpler. They provide guidance on everything from language to color schemes, which saves time and ensures that brand messaging stays consistent.

  1. Higher Quality Output

When everyone involved in brand messaging is working from the same playbook, higher quality output is often the result. This is because there are clear guidelines to follow, which makes it easier to create messaging that is on-brand and effective.

  1. Builds Brand Equity

Clear brand guidelines help to build brand equity over time. This is because they create a consistent brand message that resonates with consumers. When consumers consistently see the same messaging, they begin to associate that messaging with the brand and are more likely to remember it.


How to Create Clear Brand Guidelines?

Creating clear brand guidelines takes time, but it is worth the investment. Here are some steps to take when creating brand guidelines:

  1. Define Your Brand

The first step is to define your brand. This includes identifying your values, mission statement, and unique selling proposition (USP). This will provide a foundation for creating your brand guidelines.

  1. Determine Your Audience

Next, determine your target audience. This will help you to create messaging that speaks directly to them. Identify their wants and needs, and tailor your messaging to address them.

  1. Set Your Brand Voice

Your brand voice is how your brand speaks to its customers. It can be casual, formal, authoritative, or any other tone that is appropriate for your brand. Determine what your brand voice should be and stick to it.

  1. Design Your Logo and Visual Identity

Your logo and visual identity are a crucial part of your brand. They are often the first thing that customers see, so they need to be impactful and memorable. Work with a designer to develop a logo that represents your brand and reflects your values.

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  1. Define Your Color Palette

Your color palette is another important aspect of your visual identity. Choose colors that are consistent with your brand and that resonate with your target audience. Use these colors consistently across all channels.

  1. Create Messaging Guidelines

Messaging guidelines outline the language and tone that should be used when communicating with customers. Define the messaging that should be used in different situations, such as social media, email, or advertising. This will ensure that messaging stays consistent across all channels.

  1. Implement and Reinforce

Once your brand guidelines are complete, it is important to implement them and reinforce them with all stakeholders. Provide training to employees, partners, and vendors, and make sure everyone is on the same page.



Clear brand guidelines are essential for building a successful brand. They provide consistency, clarity, and time-saving guidelines for employees. They also help to create higher quality output and build brand equity over time. By following the steps outlined above, any business can create clear brand guidelines that will help it to stand out in a crowded market.


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June 2023