The purpose of brand guidelines is to ensure that the brand is represented consistently by everyone that works with it. Journey can be instrumental in creating your brand guidelines due to our experience of knowing what, when and how brands need to be represented for maximum impact with your customers ensuring that as your business grows, you don’t end up with an unwieldy monster of a brand that doesn’t represent you.
Walking through the Sahara without water or a camel would be madness. In a vastly, less life-threatening way, so would embarking on any sort of marketing without developing brand guidelines first. They are a promise to your customer and yourselves, serving as a reminder of who you are and what you are capable of.
It’s all too easy for those close to the company to shoot off on wild tangents with their interpretation of the brand. This demonstrates their passion for the brand but it may not be the direction in which it should be taken to maximise impact. Bringing all of these thoughts of how the brand should be portrayed into one set of guidelines can eradicate such issues. Cohesion across all elements of your brand and visual identity need to be consolidated into one go-to document in a visually appealing format to encourage employee readership and support.