Brand Guidelines and Brand Positioning Explained

brand guidelines explained positioning

Brand Guidelines and Brand Positioning Explained

Brand guidelines, also known as a branding bible, branded guidelines, branded standards, or a branded style guide, is essentially a collection of rules and regulations that lay at the core of the business – and will typically reveal internal information, positioning, messages, goals, amongst other marketing strategies

It also allows you to create and maintain consistent brand messages so that people know what your brand stands for and what it stands for.

Brand standards should be used to communicate with your consumers. 

However, they should also be used to make sure that your branding message is getting across in a meaningful way, even if it isn’t necessarily intended to be a “call-to-action.”

Brand guidelines can also be used to help establish or define what your brand is. 

The best brands will have a unique voice and a voice that’s distinctive from others in the industry. 

example of good brand guidelines
example of good brand guidelines

This is especially true if the company or organization has strong ties to the country or culture where the brand is based.

Brand books are essential for all companies that want to distinguish their brand from other businesses, particularly in today’s global marketplace. 

Many brand guidelines are designed to help businesses identify keywords, phrases, images, or symbols to use for a marketing campaign. 

They can also help establish or redefine a brand or its image. 

As an example, brand books may explain the meaning of a product or service (i.e., a brand guideline for coffee), the benefits of using a specific brand name (i.e., a branding guideline for a new coffee brand), or the significance of a particular brand logo, design, color scheme, or overall branding message.

Brand guidelines can also help companies to determine how they should market themselves and what kind of products or services they offer to their customers. 

For instance, if a product is new or unique, or if it doesn’t fit in with traditional marketing methods, a brand guideline can help guide a company in how to advertise and sell that product effectively.

Brand guides can also be used to help establish or define a brand and how to communicate that brand’s message to potential customers. 

brand style guide tips

If a company is trying to expand its business, it can also refer to brand guidelines to help them decide which products, services, and channels to use to grow their business. 

Although most brand guides will focus primarily on branding through the use, it is also essential to consider branding through content and design.

Brand guidelines also allow a company or organization to create a consistent brand identity, a unified brand identity, or brand positioning. 

Brand guidelines are an integral part of branding, and brand positioning, which is the combination of a company’s design and content. 

Therefore, a branded guide will give a company direction on where it should go concerning brand positioning, where it should start, where it should end, and how it should maintain or achieve its brand positioning throughout the marketing mix.

Most brand guides will provide both branding guidelines and brand positioning, which cover everything from brand names, color schemes, logos, typography, graphics and colors to other elements such as placement of the call to action buttons and on the web. 

While branding guidelines provide a clear and concise set of ideas, it is up to the company to ensure that those ideas are followed. 

museum logo design branding
museum branding by DDCo

Brand positioning is often discussed in more detail. 

However, it is usually possible to incorporate branding into a company’s branding strategy, but only in a highly targeted way.

Brand guidelines and brand positioning can be developed by using both branding software and a brand design agency

While some brand guidelines may be more complicated than others, the key is to be sure to follow the principles of your brand guidelines and to ensure consistency in the brand positioning.

Branding is one of the most critical components of a company or organization, and a company should never ignore it or ignore branding completely. 

When a company takes on the responsibility of developing brand guidelines and brand positioning, they should remember to keep branding and positioning separate. 

In most cases, the company should avoid merging these two processes. 

Branding refers to the aesthetic aspects of a brand, while positioning relates to the promotional aspects of brand development.

Good brand guidelines and brand positioning, however, can be implemented at different stages of a brand’s development. 

Also, proper guidelines can be implemented even before a company has launched a new product or service, as long as the company continues to work towards developing and maintaining an effective branding strategy. 

Brand guidelines should always be followed closely by brand management and the brand team, as well as other brand team members.

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