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Simple Guide to Keeping Your IT Brand Fresh

To maintain a dynamic and relevant IT brand, updating your brand style guide periodically is essential. This guide should clearly articulate your company’s mission, vision, and values and demonstrate how these core elements translate into your brand’s visual and communicative aspects. It acts as a comprehensive reference for external partners like agencies, freelancers, or licensing companies and provides straightforward, practical guidance for your internal team.

The guide’s primary role is to define a framework for applying and interpreting your brand principles. It should be flexible enough to adapt to new communication channels, media forms, and marketing strategies.

Starting Points for Developing Your Brand Guidelines:

  1. Company Overview and Brand Rationale: Start with a concise company description, often called an ‘elevator pitch’. This should encapsulate who you are, what you offer, your target audience, and how you benefit them. Following this, delve into the logic behind your brand. This could include a summary of your initial brief to your design agency or an extract from their explanation of the brand identity you selected. Emphasize how your branding mirrors your corporate values and is designed to make the right impact on your target markets. Remember, branding is about evoking emotions, so be clear about the feelings you want to invoke in your audience.
  2. Clear Guidelines: Detail how your brand should be presented globally. Include do’s and don’ts for your logo and other critical brand elements.
  3. Master Templates: Provide templates for commonly used applications (like MS Word and PowerPoint) to your internal team, ensuring ease in creating on-brand documents. Offer external designers templates for standard formats like brochures and ads to keep them aligned with your brand and to reduce their workload.
  4. Visual Examples: Show practical applications of your brand elements in various formats – websites, emails, advertisements, printed materials, etc. This helps everyone understand the desired portrayal of your brand.
  5. Brand Voice: Define your brand’s communication style. It is crucial to understand your audience, how they communicate, and how your brand resonates with them. Consistent brand communication fosters trust with your customers.
  6. Flexibility for Evolution: Your brand will naturally evolve to stay competitive and relevant. Your style guide should be flexible but should allow for this evolution. This could involve expanding your colour palette, adjusting imagery guidelines for specific needs, and providing clear instructions on font usage across different media.

Consistency is Key: Above all, your style guide should foster consistency across all brand representations, ensuring your brand remains recognizable and aligned with your company’s overarching values and mission. As your brand and market needs change, your style guide should evolve correspondingly to maintain this consistency.

Simple Guide to Keeping Your IT Brand Fresh

To maintain a dynamic and relevant IT brand, updating your brand style guide periodically is essential. This guide should clearly articulate your company’s mission, vision, and values and demonstrate how these core elements translate into your brand’s visual and communicative aspects. It acts as a comprehensive reference for external partners like agencies, freelancers, or licensing companies and provides straightforward, practical guidance for your internal team.

The guide’s primary role is to define a framework for applying and interpreting your brand principles. It should be flexible enough to adapt to new communication channels, media forms, and marketing strategies.

Starting Points for Developing Your Brand Guidelines:

  1. Company Overview and Brand Rationale: Start with a concise company description, often called an ‘elevator pitch’. This should encapsulate who you are, what you offer, your target audience, and how you benefit them. Following this, delve into the logic behind your brand. This could include a summary of your initial brief to your design agency or an extract from their explanation of the brand identity you selected. Emphasize how your branding mirrors your corporate values and is designed to make the right impact on your target markets. Remember, branding is about evoking emotions, so be clear about the feelings you want to invoke in your audience.
  2. Clear Guidelines: Detail how your brand should be presented globally. Include do’s and don’ts for your logo and other critical brand elements.
  3. Master Templates: Provide templates for commonly used applications (like MS Word and PowerPoint) to your internal team, ensuring ease in creating on-brand documents. Offer external designers templates for standard formats like brochures and ads to keep them aligned with your brand and to reduce their workload.
  4. Visual Examples: Show practical applications of your brand elements in various formats – websites, emails, advertisements, printed materials, etc. This helps everyone understand the desired portrayal of your brand.
  5. Brand Voice: Define your brand’s communication style. It is crucial to understand your audience, how they communicate, and how your brand resonates with them. Consistent brand communication fosters trust with your customers.
  6. Flexibility for Evolution: Your brand will naturally evolve to stay competitive and relevant. Your style guide should be flexible but should allow for this evolution. This could involve expanding your colour palette, adjusting imagery guidelines for specific needs, and providing clear instructions on font usage across different media.

Consistency is Key: Above all, your style guide should foster consistency across all brand representations, ensuring your brand remains recognizable and aligned with your company’s overarching values and mission. As your brand and market needs change, your style guide should evolve correspondingly to maintain this consistency.

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