Build a brand guide
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Build a brand guide

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a very old guide for guides created to define basic content

a very old guide for guides created to define basic content

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Build a brand guide Build a brand guide Document Transcript

  • A [very old andvery basic]guide...to creatingguidesDavid ThomasCreative Director
  • what guides arewe creating?understanding the branddoc1: are we creating a ‘thinking behind the brand’ bookwhat it is who it’s fora book of the branding project containing the Marketing agencies & PR: Creative head,issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head levelliving the branddoc2: are we creating a ‘live the brand’ bookwhat it is who it’s fora book about ‘behavoiur’ containing why we Internal: allhad to, what we expect, what your role is andcompelling you to act, how we growexpressing the branddoc3: are we creating a guide to producing materialswhat it is who it’s fora guide to producing all aspects of necessary Marketing agencies & PR: Creative head,materials on brand message and in brand style Designer, Artwork, Production, Account director Internal: anyone with responsibility to commission workdoc4: are we creating a document helping staff to express the brandwhat it is who it’s forpractical guides to creating an experience Internal audience: Anyone having interactionthat is consistent throughout the business. with customersinformation on letter writing, speaking & othercommunication pointsdoc5: are we creating a separate language guidewhat it is who it’s forhow and what we say is a large part of Marketing agencies & PR: Creative head,communication, this helps understand the Account director, copywriterneed for different styles and levels of copy
  • understanding the brandare we creating a ‘thinking behind the brand’ bookwhat it is who it’s fora book of the branding project containing the Marketing agencies & PR: Creative head,issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head levelsuggested structure for ISSUE baSEd rE-brand Background What are the big issues? ‘X main issues emerged’ How does the brand rate? ‘We evaluated the brand against four criteria’ What conclusions can we draw? ‘brand strengths’ ‘brand weaknesses’ What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’ What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’ How can we make the brand more [main requirement] ? What are the benefits of all this activity?
  • understanding the brandare we creating a ‘thinking behind the brand’ bookwhat it is who it’s fora book of the branding project containing the Marketing agencies & PR: Creative head,issues and insights, the whys, hows and whats Concept creative, Planning director, Account director Press: Editor, Feature writer Internal: Board and department head levelsuggested structure for nEW brand Background What are the market opportunities & issues? ‘the market’ ‘the audience’ What are the conclusions? ‘what we need to be’ What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’ What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’ How can we ensure the brand is [main requirement] ? What are the benefits of all this activity?
  • living the brandare we creating a ‘live the brand’ bookwhat it is who it’s fora book containing why we had to, what we Internal: allexpect, what your role is and compelling youto actsuggested structure the need the possibilities the new brand you and the brand group structure the internal values our external personality how do we make it happen the expected outcome
  • expressing the brandare we creating a document helping staff to express the brandwhat it is who it’s forpractical guides to creating an experience Internal audience: Anyone having interactionthat is consistent throughout the business. with customersinformation on letter writing, speaking & othercommunication pointssuggested structure B2B communication basics ‘lite’ the brand language specific examples letters emails telephone face to face the technical bits ‘lite’
  • expressing the brandare we creating a separate language guidewhat it is who it’s forhow and what we say is a large part of Marketing agencies & PR: Creative head,communication, this helps understand the Account director, copywriterneed for different styles and levels of copysuggested structure B2B communication basics the brand language examples 100% brand level documents and reports specialist audiences & offerings general audience the technical bits
  • expressing the brandare we creating a guide to producing materialswhat it is who it’s fora guide to producing all aspects of necessary Marketing agencies & PR: Creative head,materials on brand message and in brand style Designer, Artwork, Production, Account director Internal: anyone with responsibility to commission worksuggested structureis more of a pick&mix as content will be dependant on visual strategy.introductionwho and what are these guides forset the scenebrand architecturethe word markwhat are the componentsis there a bleed versionwhat do we measure over and do we have limited size versionspreferred sizing and positionwhat is the minimum clear spacethe iconwhat is its rolewhat is its position in relation to wordmarkare there negative versionsare there primary colour versionswhat do we measure over and do we have limited size versionsdo we have redrawn size versionspreferred sizing and positionbrand languagewhat are the business communication basicswhat is our audience matrix & how we speak to themwhat is our brand ideawhat is our promisewhat are the internal brand valueshow do these translate externally into the brand personalitywhat is the boilerplate
  • brand assetswhat is our visual strategy, what are the most important brand assetscolourwhat are the core colours of the primary colour palletsecondary coloursusing the secondary colourstypographywhat is the primary typefacewhat is the secondary typefacewhat is the typeface for shared applicationsdo we have a specific typographic application stylegraphic elementsdo we have graphic elementswhat are the principles of usageare there levels of elementshow do we use the elementsimagerywhat are the aims and principlesdo we have levels of imageshow do we use the imageryapplicationsvisual style only unless messaging is part of deliverablewhat collateral items do we havewhat is the master gridare there brochure levelslist specific brochureswhat presentations do we dowhat do we say in eachhow do they look
  • what is our brand level advertisingwhat other products or services do we advertisewhat is our direct marketingwhat other products or services do we directly market themhow does our website workdo we have microsites - what do they do and what are they likewhat eventswhat stand designswhat internal documents do we dohow do they work and looklist of all stationeryshow email signaturesshow envelopesis there packagingdo we do things like cd coversdo we have partner applicationshow does the visual relationship workhow does the design look in signage & liverywhat about other branded itemswhat do we say we cannot dodos and don’tsdo an appendix to contain a brand language guideglossaryshow whatever guides are also availableis there a thinking behind the brand bookis there an document helping staff to express the brandis there a separate tone of voice guide
  • A Base OneBranding guide tocreating guidesDavid ThomasCreative Director