The term brand is defined as
“A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” -The American Marketing Association.
Let’s talk about branding for a moment. When creating a brand it is important to think of the context in which your mark may be used. What colors are to be associated with your company? What fonts? When can your logo be used? Where should it be placed? When you have a company you want all of your media to portray the same presence. You want it to look clean and finished whether you do the designs yourself, you have a graphic design firm do all the designs, you have an in house designer, what have you. This is where a branding guide can come into play. It is helpful for whoever is doing the designs to have a clear outline of the aforementioned information so that they don’t have to redo the design a bunch of times in order for it to look cohesive with the brand. For instance, you wouldn’t expect to see Coca-Cola in royal blue, would you? No because Coca-Cola’s colors are red, white, silver and black. Another question-Have you EVER seen the golden arches of McDonalds in anything other than their signature yellow? No, Why? Because McDonalds wants to continue to be a well branded company and portraying themselves anything other than who they are is just not them.
Creating a well defined Branding Guide can insure that you are always well recognized.