Branding is an integral part of any business, as it helps define and maintain an identity across various mediums. The guidelines within a brand book help ensure the consistency of a company’s tone of voice, image, and style as well.
A brand book may consist of the following:
- Colour palettes
- Tone of voice
According to a Forbes article and a Lucidpress and Demand Metric survey, revenue goes up by 23% thanks to consistent branding. Branding across multiple channels encompasses a company’s website in addition to social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. Having an overall colour scheme and aesthetic that effectively represents the company’s core values is part of a strong brand identity.
Consumers have come to expect brand consistency across all channels. In a study conducted by SDL, 60% of millennials expect a consistent experience online via desktop, mobile, and in-store.
Customer confusion due to brand inconsistency can lead to a negative experience, according to a Lucidpress and Demand Metric survey. The survey found that 71% of companies saw a negative impact due to customer confusion caused by subpar branding.
A brand book is an excellent solution to this, since it provides the necessary guidelines and details that content creators and social media representatives require in order to represent the company well. There are several components to an excellent brand book.
This article will highlight some key aspects of a brand book and offer advice on how to make use of them.
1. A recognizable logo
Having a recognizable logo is the first step in creating a memorable brand. The logo should be created by a professional graphic designer. Don’t skimp out on the budget for the logo design. In fact, a study found that 67% of small businesses are willing to pay approximately $500 for a logo design. Meanwhile, 18% of businesses are not opposed to paying up to $1,000 for a logo. A professional graphic designer would know how to leverage the research on the relationship between marketing and the choice of colours as well.
2. An attractive colour palette
On that note, having an attractive and effective colour palette contributes to a strong company brand. An effective brand book can include a colour palette that aligns with the logo. The brand book should also indicate where and how each colour should be used across different channels. For instance, the colours for links and text can be different from one another. Don’t forget to include the names of each colour and their different values. While RGB and HEX codes are used for digital mediums, CMYK and PMS are used for print.
3. A defined typography
Typography is just as important as a recognizable logo and attractive colour palette. It involves choosing the right typefaces, fonts, letter spacing, font sizes, and even line spacing. The arrangement of words and letters should be made legible across multiple devices to maintain brand consistency. A company should also consider the use of complementary and substitute typefaces to ensure that text is displayed correctly across multiple devices.
4. A comprehensible iconography
Iconography refers to images that represent features, content, and different functions. Typically, these visuals are simple icons that consumers can easily understand upon first glance. A letter icon, for example, indicates email services. Likewise, a mobile phone refers to a telephone number that either a consumer, client, or potential lead can call. Icons not only help others understand a brand, but they can also be used as a way to educate others about what a brand can do for them.
5. An effective tone of voice
Defining the tone of voice within a brand book helps showcase a company’s personality and values. Without a defined tone of voice, it would be difficult to be cohesive in content creation and social media interactions. Depending on a company’s values and the persona it wishes to embody, the tone of voice can range from light-hearted and fun to serious and to-the-point. Once the tone of voice is established, a company can be better guided in their interactions and content.
Of course, an effective company brand book should also outline the proper and improper usage of the logo, colour palette, typography, iconography, and tone of voice. Other details such as sizing, clear spacing, and mood boards should be considered as well, and the Find Your Audience team can help in this regard.
Brainstorming, designing, and publishing an effective brand book requires the help of an experienced marketing and creative team. Ready to take your company to the next level? Contact the Find Your Audience team at either firstname.lastname@example.org or 647-479-0688.