Branding Beyond the Logo


When people hear branding, they automatically think logo; which isn't completely wrong. A logo is a part of the brand, but definitely not THE brand. There are many components necessary when crafting a brand. Branding  is: "a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association). This includes your identity, your voice, and guidelines for other aspects of your company. 

Brand Identity

  • Logo Guide – Guide for size, colorization, and proper placement.
  • Color Scheme – Specific primary and secondary colors and combinations.
  • Font Guide – What typestyles to use, and when they’re appropriate.
  • Company Template Design – Positioning of logo, address information on letterhead, business cards, press release,
  • Web Guidelines - How logo, color palette & font should be designed and placed on websites

Communication Tools

  • Voice & Style Guide – Guides the tone of your company. Formal, stuffy, casual, approachable, technical? Describes what you call employees, how you may capitalize (or not) product names. Where to put the ™ and ® if any.
  • Advertising & Communications Guide – Provides templates and guidelines for creating advertising collateral.
  • Social Media Guide / Policy -Describes policy regarding social media tools and usage. Critically important if you have multiple locations with independent operators. If you have multiple units who is responsible for blogging? Can individual locations have their own Facebook page or is it operated by the corporate office.

Corporate Guidelines

  • Core Purpose, Mission Statement, and Values - What is the formal purpose, philosophy, and goals of the company. As the company gets bigger, this information needs to be understood / accessible by all employees. If you run a franchise or multi-unit brand these guidelines are critical so you operate with one voice, as one brand.
  • The Brand: Positioning, Characteristics, Promise, Differentiators, Expression
  • Brand Guardrails / Filters – This may detail what types of businesses with whom you do and do not business as well as outlining your pricing policy. 
  • Target Audience / Customer Information - Target demographic & customer information may be necessary to share with employees.

All of the above components are usually included in a branding package or branding guidelines for a company that can be used as the standard to create consistency. It is critically necessary to have a consistent brand identity & message when communicating with employees and customers. 

Are you lacking some components in your branding guidelines or never had any created? Book a free consultation today! 

Shannon GilpinComment