Yes, You Need Brand Guidelines.
One of the first questions that I ask when I meet with a prospective client is if they have branding guidelines. It is easy to get immersed in your mission, programs, products, and/or services in a small shop, independent school, or small business. However, overlooking this critical element of your brand can be a missed opportunity.
Your Logo is Not Your Brand
Branding is the process of creating an identity for a business that is different and distinct from others in its space. You’re creating an experience in the mind of the consumer.
What’s in a Brand Name?
Naming a brand or sub-brand might sound easy…you have a brilliant concept and POOF. The name just appears. While that unicorn might have appeared once or twice, it is an exception and not the norm, so don’t get frustrated if you have been trying to name a business, nonprofit, sub-division, event, product, etc. There are many elements and variables that factor into establishing a brand name.
Benefits of the Discovery Process
The discovery process in any marketing project yields critical information that drives strategic development. While there’s a time and place to make gut-based decisions, when making an investment intended to build awareness and increase conversions, you want to use actual data!