10/27/14

Branding Guidelines for Your Logo & Your Voice

How do you keep your brand intact?

When you read that question, you probably think:"Don't stretch my logo!"

Your logo, your business, your sales, and your marketing should come to mind. How people talk about you, how your content is shared, how your employees and clients share information about you, but also how your logo looks when it's used everywhere.

Branding Guides

When it comes to your logo, branding guides are a great way to keep your logo and font styling intact when handing your logo off to designers or printers. They can be complex showing how the logo needs to be controlled (like B'nai Israel on the left below) or simple showing the colors and fonts (see CollaborateUp on the right side)

  

Your logo brand guide can include the following:

  1. Your colors in Pantone (print) & Hexidecimal (web)
  2. Your fonts for headlines and content
  3. How your logo should never be used
  4. Spacing for placing your logo
  5. Spacing for placing your headlines and content in print & web
     

Content Guidelines

Having brand guidelines for your content is also an excellent idea. Here are a few items to add to your guideline to make sure your brand stays true to form:

  1. Voice 
    Picture your brand as if it were a person. Ask yourself how would it interact with your employees, your clients, and the public. Then write how that would sound. Write examples, give ideal posts, calls-to-action, and how much it would share.
  2. If/Then
    When a prospective client or partners talks to your brand, how does it react? When a client has a problem, what does it say? Write out the if/then statements so there isn't any worry about how your brand will respond. 
  3. Elevator Pitch
    Every person in your company should be able to recite your elevator pitch, even if they have their own version of it. If you don't have one, here's a great worksheet to get you moving. If you do, ask your employees what it is - they should know it backward and forward.
  4. Selling
    When someone is out selling or even just standing in the grocery line and someone wants to know what your company does, being specific and consistent about how you talk about your offerings allows others to know for sure what you do and how you do it. Write down your offerings, priorities, and 
  5. Little Things
    Does your brand say "Wow" & "Cool" or use exclamation points when excited? Does it say "Hi!" or is it more formal? How does it end things - with xoxo or Sincerely Yours? Put all those little things together so there's no mistaking how they should be said - the little things matter.

Want more ideas? Check out an awesome webinar:


VIDEO: If You Love Your Brand, Set It Free

Erin Pfiffner of Yext and Melanie Spring rocked a webinar to share about how your brand needs some guidelines so it can be used everywhere and still stay true to your business.