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brand creation :: branding consulting, designer group, marketing consultancy
BackBrand management in practical terms involves controlling the range of visual elements which make up your brand identity, supported by guidance on how to express the brand in words and pictures. This need not be a major production - and there may only be one or two copies produced in the short-term.
However, it is important to document your brand and advisable to have an electronic version of the guidelines available for all staff or partner businesses. For FMCG brands where packaging is such a vital part of the brand experience, the management of the brand identity is more about the protection of the brand equity - which for the brand owner represents a considerable balance sheet consideration.
The guidelines should carry detailed information on:
- The logotype
- Typefaces for use across all communications materials and packaging
- Supporting icons or graphic devices
- Photographic content and specific styles of photography e.g. abstract, reportage or studio images
- Illustration styles and applications e.g. product icons
- Colour palettes for use across brand applications. E.g. divisions, product ranges or product literature
In addition to these visual elements it is important to agree a tone of voice. The ability to express your business and its values in a language appropriate to the brand personality or business character should never be overlooked.
It's important to build consumer confidence and brand affinity through consistent expression. We tend to distrust people who adopt different personalities and as consumers we become mindful of brands which change the way they speak to us.
