SlideShare a Scribd company logo
You have
your branding
What next?
What are guidelines?
Consistency!
This is my corporate typeface
Company
brochure
News!
Why be consistent?
Enables brand recognition
Becomes memorable
Helps others figure out who you are
Makes you look efficient
Sloppy branding
= sloppy service?
Common brand
mistakes
Blending in when you should stand out
Letting marketing materials go stale
Trying to be on-trend
Over-complicating things
What else should
they include?
Tone of voice
Photography or other imagery
Brand personality
Tell a story
Colgate
Mercedes (”The Best or Nothing”)
BMW
(”The Ultimate
Driving Machine”)
Harley
Davidson
Virgin
as opposed
to BA
Google
KFC
Disney
Apple
Land Rover
Image courtesy of Millward Brown.
http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Previous_Years_Results/2012/Brand_Personality.aspx
Brand Archetypes
Enable employees to build the brand
Focus everyone together in the same direction
What are your values and mission?
Train & educate
Brand ambassadors
They will be your

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Workshop 2 – About Brand Guidelines

  • 2. What are guidelines? Consistency! This is my corporate typeface Company brochure News!
  • 3. Why be consistent? Enables brand recognition Becomes memorable Helps others figure out who you are Makes you look efficient Sloppy branding = sloppy service?
  • 4. Common brand mistakes Blending in when you should stand out Letting marketing materials go stale Trying to be on-trend Over-complicating things
  • 5. What else should they include? Tone of voice Photography or other imagery Brand personality Tell a story
  • 6. Colgate Mercedes (”The Best or Nothing”) BMW (”The Ultimate Driving Machine”) Harley Davidson Virgin as opposed to BA Google KFC Disney Apple Land Rover Image courtesy of Millward Brown. http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Previous_Years_Results/2012/Brand_Personality.aspx Brand Archetypes
  • 7. Enable employees to build the brand Focus everyone together in the same direction What are your values and mission? Train & educate Brand ambassadors They will be your