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5 CORE ELEMENTS OF A BRAND GUIDE IN 2022

DAYANG MIA | 8 March 2022

Time to get your creative pants on.

What is a brand guideline?

Brand guidelines are clearly defined rules and standards that communicate how your brand should be represented to the world. In this creative era of digital communication, visuals play an important role to separate your brand from ordinary to outstanding. Adopting a curated branding guide that serves your brand the best may be the key to doing just that. Here are 5 important components of a brand guide that can empower your brand to leave a mark in your customers’ memories.

 

1. Logo Design

(and the art of simplification)

The average human attention span is now shorter than a goldfish’s. Your logo design has to be able to have the power to etch itself into the memories of consumers through smart & modern designs. Brands like Target, Nike & LG have achieved just that by simplifying their logo design so as to make it absorbable for the human mind. Even throughout the years, many brands have rebranded themselves to adapt to the minds of their customers. Brands like Apple have come a long way from a well but messy illustrated logo – to a simplified yet world-renowned logo of the bitten apple. Talk about less is more.

2. Typography

Another important visual element of your brand guidelines is typography. Especially when creating infographics for your social media content, a boring and outdated font will definitely drive users away. Choosing an up-to-date font will draw in customers as you’re not only able to create aesthetically pleasing collaterals, you’re able to show your relevance in this day and age. Not sure what font is in trend now? Well, we got you covered. Check out this recent article on 36 Fonts That Will Be Popular With Designers in 2022.

3. Colour Palette

If you don’t already know, colors are a great way to communicate just what kind of brand you are. Understanding who you are as a brand first will be a great way to identify just what kind of color palette your company should be using. Don’t forget to remain consistent with the colors you choose! Too many colors in your branding guidelines will only leave your brand looking messy & indecisive. Here’s a quick guide of colors and the human emotions they express:

 

Yellow – Happy, Optimistic, Hopeful

Blue – Reliable, Intelligent, Loyalty

Red- Strength, Love, Energy

White – Clean, Independence, Simplicity

Green – Growth, Natural, Freshness

Orange- Confidence, Success, Bravery

 

A great example of colors expressing a brand image is the titan in the finance industry, Mastercard. With their dominant use of orange & red, they portray the image of being a friendly customer-oriented company through confidence and bold but lively colors.

4. Imagery

In your branding guideline, imagery will play a huge role in how your content planning will go. The collaterals that you post have to be aligned with the image guidelines your brand has implemented in order to remain consistent. Important factors like preset filters, negative spaces & focal points in your images are what will make your brand uniquely identifiable. 

Take National Geographic’s Instagram profile as an example. Their collaterals portray meticulous post-production editing with heavy filters that in a glance, you’d be able to identify that is indeed the brand’s boldness in a nutshell.

On the other end of the spectrum, let’s jump onto the chic cosmetic brand, Glossier. With up-close product-based imagery, their minimalist approach of not using filters shows their authenticity and a more natural approach towards makeup. With a polished water-like look, they are able to portray themselves as a modern, independent, and professional brand catered to consumers who prefer a more natural makeup look.

5. Voice

Your brand voice on your social media platform is basically a mass text to your consumers online. With the wrong brand tone, your message can come across as boring, uninterested or even just not the best representation of you. Content writing is an important part of social media marketing. The way you write will determine just who you are as a brand. But before you start tippy tapping on your keyboards for hours on end, find out how your message is going to come across to your audience through a curated personality.

For instance – the more sophisticated your brand is, the more formal and direct your brand tone should be. Likewise, if you’re a fun and energetic brand; adopting a witty and comical tone will express your brand the best. A great example of a consistent brand voice is that of Wendy’s. Through their witty & ‘in the loop’ tweets on Twitter, they make it interactive for customers to directly engage with them. This personal bond creates a community that is honestly, low-budget marketing through humor. So, understand your target audience and then find the voice that will be able to scream, “Hey, this is me!”.

Conclusion

Now that you know the 5 core elements of a brand guideline, use these fundamentals to create your identity as a brand and don’t be afraid to explore what’s best for your company. Always remember the 3 C’s of bold and effective brand design:

Be creative, coherent, and consistent

 

Happy marketing!

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