Key Branding Guidelines

Scott Lambert

The word “Brand” is thrown around a lot in marketing circles. It’s your identity in all its different forms. What does it look like? What does it stand for? How is it represented visually? Does every contact an outsider has with one of your employees support your brand representation? Branding Guidelines

Creating & Implementing Your Brand Identity

There is a lot that goes into creating and implementing a brand identity. When creating a brand, here are some simple guidelines to establish that cover the key assets of your brand.

This will vary from business to business, but some basics include:

• Your brand name (including any variations of it)
• Your brand or value proposition
• Your brandmark – including color and examples of correct and incorrect usage
• Choice of fonts to be used
• Color palettes and relevant uses
• Use of illustration, photos or imagery
• Tagline, including when and how to use it
• Tone of voice which includes the personality of your brand and key phrases to be used

Many companies work with an outside creative agency to assist them in establishing their brand identity. Whether you have the internal resources or use outside consultants to create and evolve your brand identity, it’s important that these guidelines are established as part of that process.

Your Brand Guidelines Should Evolve Over Time

Guidelines are especially critical in establishing a compelling online image. We also recommend that you re-evaluate your brand guidelines every few years. Your market and online competition are always evolving and you must remain relevant in your market to continue to grow your business.

Remember, it only takes seconds to compare your brand to another competitor’s brand online. That first impression is critical to whether you gain enough interest from your prospects so they spend more time on your website instead of going to your competitors.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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