Branding Tips
Why your brand needs more than a logo
A new logo does not solve every brand problem. Your team also needs clear rules for using colours, fonts, images and words together.
01Agree the design rules
A brand guide explains how the logo, fonts, colours, layouts and writing style should work together. This helps people recognise your business across different materials.
Start small. One page each for the logo, colours, fonts, images and writing style is enough for most businesses. You can add more detail as you grow.
02Use a consistent style
When your website, documents and advertisements follow the same style, people can recognise your business more easily.
Consistency also saves time. When the main decisions are already made, new materials take less effort to create and approve.
03Make the guide easy to use
Give your team clear examples and ready-to-use files. They should be able to create consistent work without checking every decision with you.
Templates for common items, such as social posts, presentations and email signatures, are often the most useful part of a brand guide. Store them where everyone can find them.
04Define your tone of voice
How you write is part of your brand. Choose three or four words that describe how you want to sound, such as "clear", "warm" and "confident".
Add a few examples of what to write and what to avoid. Examples are easier to follow than descriptions.
05Review it once a year
Brands change as businesses grow. Set a yearly review to remove rules nobody uses and add guidance for new channels or products.
Ask the people who use the guide most what is missing. Their answers usually show where it needs work.
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