by Michael Premo, Content Strategist
Graphic designers and the marketing department aren’t the only ones that need to know how to steer your brand in the right direction. If you want to maintain your brand’s integrity, you need to start from within.
Maintaining Brand Identity
You already know that your brand is more than just your logo and tagline. It represents your entire organization, which is why we develop guidelines to keep it coherent. Any email, billboard or radio spot that steps outside your guidelines can have a negative effect on your brand identity.
- Consistency – Because each impression counts, your brand needs to be memorable and easy to recall. Even minor changes to your brand can mislead your audience.
- Authenticity – Any change to your brand may alter its meaning. When this happens, even as a joke or for a funny meme, it may get you into legal trouble.
- Professionalism –When you don’t follow the guidelines, your presentations look like student projects. We call this the “Microsoft Paint Effect” because very few good things come from MS Paint.
The Problem Is Internal
Employees in search of creativity should leave your brand alone. To exercise their creative muscles, they should be encouraged to join an art class or build their own brand to be showcased on their personal Wix site.
Perhaps they don’t understand why the colors and typography of your communications need to always be the same—always. It’s time you educate them, and here are some quick tips on how.
- Brand Awareness Survey
This will bring your fellow employees into the process of maintaining your brand guidelines. Your survey should ask several things:
- Brand awareness – You need to gauge what they know and don’t know.
- Current Messaging – Are they aware of what the current messaging is?
- Satisfaction – Does the brand work for their role in the company?
- Workarounds – Do they ever create brand workarounds? Why?
- Suggestions – How can our brand identity be improved?
- Make It an Event
An event will get more people engaged, especially if it’s fun. You can discuss the results of your survey and have a Q & A session. Yes, this requires an investment, but think of it as an ounce of prevention. Fewer mistakes mean fewer problems and lost opportunities with clients.
- Distribute the Guidelines
You can send frequent internal emails that focus on the most common mistakes people make regarding your brand. Each email should direct everyone to have a copy of the guidelines or a link with quick access to them. Brand-specific templates should also be available for anything from email signatures to PowerPoint presentations. For your initiative to be effective, it has to extend beyond the guidelines.
- Departmental Brand Playbook
Because your guidelines can be a hundred pages or more, you can work with each department to have specific playbooks that are relevant to their workflow, but not specific to any individual position in the company. Only the designers need to use the technical specifications for your logo. Besides, quick reference guides take less time and energy to use, so in theory, more people will use them.
- Be Available to Help
If it’s outside their playbook, you need to be available to help them. Create an FAQ section in your guidelines for quick references and have an open door policy. This will keep them from feeling like the guidelines are too strict and not allowing them to do their job.
Brand Integrity Can Be Fragile
Anyone that touches your brand, internally or externally, has the potential to misuse it. If you really think about it, this makes your brand fragile. So, if you want to protect it and your company’s brand identity, you need to start where it has the most touch.
“Consider the brand’s custodians by establishing the full picture for the brand in a detailed style guide that clearly states every type of media it will go on. Creating guidelines for the brand in case it gets passed on, will help protect the it from misuse by other designers and non-designers who get to work with it, keeping the brand consistent,” says Evie Larson, Pinstripe Marketing Creative Director.
Larson developed the following gorgeous visual brand style guide for MFM Legal that contains design guidance covering many elements such as logo, color, composition, photography and typography. This guide follows our recommendations for style guides.
Pinstripe understands how businesses manage their brand guidelines. We recently helped a multinational, multi-billion dollar business refresh their brand identity, as well as maintain their brand integrity. Contact us to learn how we can develop your brand guidelines to be more consistent—to look more professional.