Workshop 2 – About Brand Guidelines

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You have your branding What next?

description

You have your branding; what next? A second part of our small workshop sessions where we discuss what brand guidelines are and why they're important. We also covered the difference between guidelines for small and big brands and how to evolve it. We also discussed brand archetypes and how to find and develop your own.

Transcript of Workshop 2 – About Brand Guidelines

Page 1: Workshop 2 – About Brand Guidelines

You haveyour branding

What next?

Page 2: Workshop 2 – About Brand Guidelines

What are guidelines?

Consistency!

This is my corporate typeface

Companybrochure

News!

Page 3: Workshop 2 – About Brand Guidelines

Why be consistent?Enables brand recognition

Becomes memorable

Helps others figure out who you are

Makes you look efficient

Sloppy branding = sloppy service?

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Common brandmistakes

Blending in when you should stand out

Letting marketing materials go stale

Trying to be on-trend

Over-complicating things

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What else shouldthey include?

Tone of voice

Photography or other imagery

Brand personality

Tell a story

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Colgate

Mercedes (”The Best or Nothing”)

BMW(”The UltimateDriving Machine”)

HarleyDavidson

Virginas opposedto 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

Page 7: Workshop 2 – About Brand Guidelines

Enable employees to build the brand

Focus everyone together in the same direction

What are your values and mission?

Train & educate

Brand ambassadorsThey will be your


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