As a successful brand grows to serve customers through multichannel avenues (packaging, online, retail and customer service), it is essential that all aspects of the brand follow a consistent model.
Additionally, just like an orchestra working in harmony to play a symphony, all internal and external stakeholders of the brand need to understand this unity through all modes of the brand’s communication. This in turn leads to a stronger performance in the company’s respective industry.
This is where the importance of brand guidelines comes into play. When corporate branding or packaging and retail design is executed, it is crucial that a cohesive set of brand standards is developed.