Brand Guidelines – Why?
We looked after our neighbours’ kids’ sunflowers whilst they were on holiday – and as before we managed to actually keep them alive during the absence of their prime carers. They had intact, if perhaps slightly tainted by worry, plants back in their house and so it continues.
It made me think that brand management is perhaps a bit like handing over the carefully nourished sunflower pots when you personally can’t always be around to tend to the needs of the brand. We managed to guess the requirements of a healthy sunflower, but for brands that is most certainly a more complex issue.
It is also one little step to ensuring the success of the continuous nurturing are the brand guidelines. You’ve just been through the process of analysing your brand, establishing the mission, vision, values and associated strategy and have completed a branding design project; out came a new visual identity supported by your organisational brand implementation and methods of internal brand communication. Then there comes the point when you have to delegate the use of the brand, the further shaping of the brand, and brand guidelines simply help to manifest the core of those values and ensure the visual, the language, the brand experience does not get individually (mis)interpreted by stakeholders dealing with it.
I quite like the analogy of a watering guide for your brand. And hopefully, with decent guidelines, you have every chance of returning to visit and finding a blooming brand instead of the results of something that was ‘tinkered with’ with the best intentions but with ill effects. Just a thought…