Essay Zone.com - Free essays!
REGISTER NOW!
Login to an existing account
     
GCSE essays
A Level essays
University essays
Forum
Why join?
Essay quality
FAQ

Search forums
About us
Contact us

 

 
What are brand guidelines and why do companies need them? Free essay! Download now

Home > A Level > Business studies > What are brand guidelines and why do companies need them?

What are brand guidelines and why do companies need them?

You can download this essay for free. All you need to do is register and submit at least one of your essays to us.

Or you can purchase this essay for just $2 instantly without registering

Downloads to date: N/A | Words: 747 | Submitted: 09-Jan-2012
Spelling accuracy: 97.7% | Number of pages: 5 | Filetype: Word .doc


This is what the first 3 pages of the essay look like

What are brand guidelines and why do companies need them? essay previewWhat are brand guidelines and why do companies need them? essay previewWhat are brand guidelines and why do companies need them? essay preview

Description

The importance of brand guidelines

Preview

What are brand guidelines and why do companies need them?
Brand guideline is a written manual that explains how a brand should be used internally and externally in order to create instant connection between the logo and the brand promise in consumersí minds. Brand guideline provides specific instructions about how tangible elements of a brand should be used in all forms of communications ó from business cards and ads to packaging. Thus, following specific brand guidelines, a brand can leave its print across all communications touch points.
Itís important to understand who your audiences are for your brand identity guidelines and create brand manuals that speak to each of those specific audiences. For example, your internal marketing department and external advertising agencies should have an extremely detailed brand identity manual, but many of your employees can receive one-page highlights or shortened versions of your full manual.
Incorporated into these are the information regarding just what the brand stands for, business history, mission statement, primary values etc. Comprehensive brand guidelines include instructions related to color, fonts, and layout. They also include sections on offline communications, online communications, internal and external communications, all forms of marketing, advertising, and so on. Logo, color schemes, design patterns etc. as well as the tone of communicating and language, marketing dos and doníts are forms of branded communication that should be used due brand identity guidelines. It should always show all possible usage of a companyís key brand components as well as the examples how they are not to be used, long versions of your logo and restrictions regarding the space surrounding it.
Furthermore, every brand needs a unique set of brand identity guidelines. And following guidelines make it possible for a brand to follow brand continuity and persistence. Nevertheless, there should be certain restraints for the usage of branded elements, as if a brand isnít consistently portrayed and communicated persistently, the entire brand promise and brand story are doubtful.
I would like to draw an example of the Nike Company, which managed to create a strong recognition of its brand. We cannot now image that the usual tick-logo looks somehow different Ė in a completely different font or color. And if we find something similar to the original logo, we will definitely call into doubt such product, whether itís original Nike good. The tangible elements of a brand and the intangible identity of a brand can become valuable company assets that build brand equity. If a company invests in developing its brand elements, trademarks them, and market them, it shouldnít forget to protect their usage.
A correct brand guideline manual can ensure that a ...

Download this essay in full now!

Just upload at one of your essays to our database and instantly download your selection! Registration takes seconds

Or you can download this essay for $2 immediately without registering


Comments and reviews

Reviews are written by members who have downloaded the essay

No comments yet. If you download the essay you can review it afterwards.