The term “brand standards” is used in the marketing world to describe the “rules” a company utilizes when coordinating all of their marketing material. These rules are used to ensure that all written material, logo design, tag line development and brand naming are done with a similar feel and message. The most successful brand standards will not only create awareness and product familiarity but also set a brand apart from the competition. Though brand standards are vital for large industrial companies they are also equally important for independently-owned shops, service providers and product distributors who may be starting out small and working towards branding success. However, the strict nature of branding standards can alter depending on the needs and requirements of each individual company. Not all companies need overly-firm branding rules and are able to develop effective marketing due to the flexibility of their own branding approach. On the other hand it is important to note that being too “loose” with branding standards can result in marketing mayhem and have an overall negative effect on branding efforts and development.
New business owners and companies should try to focus on consistency and strategy when working on three specific areas of brand standards and development.
These three areas are: Logo development, Font Styling and Graphic design.
Logo development and design is possibly one of the most important elements in marketing and branding. If a company does not commit to a set of brand standards and re-designs or re-sizes their logo constantly the message sent to potential clients is one of disorganisation and lack of commitment. The branding standards used in logo development should include size, color and placement. All of which should be consistent regardless of the logo use. For example, the logo used for letterheads should be identical to the logo used on packaging, signage, and hangtags and so on.
Similar to logo design, font standards are also essential when working to build brand differential. Mixing fonts and experimenting with lettering is not considered strong practice in most marketing circles. When deciding on their brand standards companies should commit to using only one or two fonts and should continue with these choices as long as their products are available.
The points mentioned above are also important when considering graphic design. If a company decides to use “real-life’ photography in their marketing material then they should be consistent with this design choice and refrain from introducing any other graphic format such as illustrations or animation. These brand standards should also continue throughout all of the company’s current positions including websites, storefronts, advertising and brochures or catalogues.
Click here to learn more about brand standards if you wish to know more about brand standards. I admit that before I went into the realm of marketing, I have no idea what this is. However, I learned everything about it and I now wish for all of you beginners out there to get the data you needed! No lies and no gimmicks!
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