We’ve seen many brand guidelines over the years, some more flexible than Elastigirl on a yoga retreat, some more prescriptive than a micromanager on a North Korean holiday…
Getting it right is definitely an art form. There’s a sweet spot where brand guidelines create a consensus, a common identity, a uniform voice, without stifling the creativity of the very people implementing the marketing strategy.
From brand colours to fonts, image usage to tone-of-voice, brand guidelines have evolved over the years to ‘tighten-up’ the identity and avoid any ‘off-brand’ activity. However, all too often we see organisations bending the rules at best, and at worst disregarding their guidelines entirely.
Quite often it comes down to subjectivity – the personal tastes of the person giving the final sign-off. Surely though, if you have invested in your brand identity you need to stick to it?
The reality is, people (and businesses) change. They evolve. What might have been ‘right’ three years ago may no longer be suitable for the image of a business by today’s standards.
Perhaps your demographic has shifted. Maybe your organisation has matured. Possibly your products or services have grown, or become more specialised.
Whatever the reasons, it’s important to keep on top of your brand guidelines – they have a shelf life. Give yourself, and your team, time to regularly review your identity. That way you can make well-planned, informed changes when the time is right rather than going rogue when you feel like it.
Keeping your brand guidelines fresh will keep your brand up to date in a fast-paced world.
We spoke to Nathan Sandhu, Founder of specialist branding and digital agency Jazzbones for his thoughts.
Expert take…
“I’ve been on both sides of the creative fence when it comes to brand guidelines. With brands like Miele, where the rules are set in stone by German brand guardians, the challenge is to push creativity as far as possible within the lines. On the flip side, when we create guidelines from scratch, like for Awdry Law, we can build flexibility into the system, giving brands room to evolve.
“For me, brand guidelines are just that – guidelines, and as a self-confessed brand rebel, I believe in pushing those boundaries. As long as you don’t destroy the core identity, bending the rules a little can spark some of the most exciting creative work. After all, what’s the point of having a strong brand if you can’t have a little fun with it?”
Nathan Sandhu, Founder, Jazzbones Creative
Our take…
“Nathan’s point about having a little fun hits the nail on the head. Of course, there can be different levels of fun and we’re not suggesting a funeral director should ditch their sensitive brand guidelines for something wacky.
“Our advice though is to take an annual review of your brand guidelines and tone of voice. We’re not saying change it on a yearly basis (far from it), just take a look and make sure your guidelines align with how you want your customers to perceive you.
“This will allow your brand the flexibility to evolve in a well-thought-out and considered manner, giving your creatives the opportunity to keep your brand relevant.”
Sara Witham, Founder, Evil Empire
You’ve been hanging out here for a while…
Stay. Pull up a chair. We’ll get the kettle on. Let’s chat about your marketing.
