I’ve always thought of brands as an extension of People; like Pest Control, brands have a lifetime journey too. Every day a new brand is born and like a new-born kid, it also comes with specific characteristics and attributes, which only become evident and understandable as we come in contact with it on a regular basis.
Similarly, brands too need some rules that will allow it to create a distinguished picture of itself in the industry. These rules are made by carefully examining its market, competition and the purpose of its existence.
Later, when a child starts going to school, he develops his own list of’do’s and don’ts and a way of life that is customised to his desires and dreams. A brand, too, builds its dos and don’ts which clearly state how it will look, act and talk. Just like the simple things that guide us in life everyday form the cornerstone of our existence and make things extremely organized and simple, brand guidelines, in a really efficient and systematic way lay emphasis on how the brand will unleash its own content to the world. This provides a solid framework to use as a starting point for any branding work.
Just like the traffic signs, guidelines bring a sense of direction. Creativity within limits can be challenging, but at exactly the same time, it provides the necessary direction. When you have too much to research, it can get intimidating and paralysing. And in the long run, you could just be exploring a variety of avenues without knowing where exactly to go. When a thoughtful guide is made, it provides a clear understanding to the branding team on how to go about things instead of just beating around the bush.
Life without any rules is unimaginable. Then, how can a new live its life with no regulations and guidelines? It’s these guidelines that set the brand apart from others; they provide the essential direction to reach its goal. This is vital as it ensures that there is consistency and symmetry in the voice that echoes with the audience. This will then create brand awareness and build confidence.
So, whether you’re a start-up, an already well-established brand or thinking about rebranding, it’s never too late to come up with brand guidelines.