I’ve always thought of brands as Pest Control of Humans; just like us, brands have a life journey too. Every day a new brand is born and like a new-born child, it too will come with specific characteristics and attributes, which only become obvious and clear as we come in contact with it on a regular basis.
Similarly, brands too need some rules that will allow it to create a distinguished image of itself in the industry. These rules are created by carefully examining its market, competition and the purpose of its existence.
Later, when a child starts going to school, he develops his own list of’do’s and don’ts and a method of life that is customised to his needs and dreams. A brand, also, builds its dos and don’ts which clearly state how it will look, behave and talk. The same as the simple things that guide us in life regular form the basis of our existence and make things incredibly organized and simple, brand guidelines, in a very efficient and systematic way put emphasis on how the brand will unleash its content into the world. This provides a good frame to use as a starting point for any branding work.
Just like the traffic signals, guidelines bring a sense of direction. Creativity within limits can be challenging, but at the exact same time, it provides the essential direction. When you have too much to research, it can get intimidating and paralysing. And in the long run, you could just be exploring a variety of routes without knowing where exactly to go. When a thoughtful guide is created, it provides a clear understanding to the branding team about the best way to go about things instead of just beating around the bush.
Life with no rules is unimaginable. Then, how can a brand live its life with no regulations and guidelines? It is these guidelines that set the brand apart from others; they provide the essential direction to reach its goal. This is vital since it ensures that there is consistency and symmetry in the voice that echoes with the audience. This will thereafter create brand awareness and build confidence.
So, whether you are a startup, an already well-established brand or thinking about rebranding, it is never too late to come up with brand guidelines.