Brand standards can start with a brand style guide that defines the acceptable uses of your logo, your brand’s color palette, and font choices. Or you can expand to a full brand guidelines package.
By setting standards for the proper use of your logo and supporting graphics, your brand will stand out from competitions marketing and advertising campaigns.
Its purpose builds on that once you grow as a brand. It includes things such as photography style and the tone of your message.
It’s a document that will grow as your organization grows and your advertising sophistication expands. At a minimum, you should have your colors, fonts, copy tone, and all visuals defined in the guide.
Additionally, you may have your brand promise or mission statement, brand values, brand attributes, and plenty more in a brand guide.
Your brand promise clearly states why your brand exists and why it’s important to customers. Most importantly, it communicates the intentions of your brand’s mission and purpose.
Your attributes are like your brand’s personality traits. These are used to facilitate workplace culture, talent attraction, and, most importantly, your brand message.
Inevitably, there will be times when your brand need to handle a PR crisis or respond to cultural events. Your values are a guide that help avoid misconceptions about your brand, draft responses, and maintain employee satisfaction.