Does the Personality of a Brand Need to Be Reflective in All Marketing Activities?
POINT: Paul Williams A brand, doing its job well, shows personality in all it does, not just marketing. The way they greet customers. The wording on their packaging. The way they answer the phone. All should show that personality. Problems arise when brands do things that are not congruent with their perceived personality.
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How Rigid Should A Brand Style Guide Be?
POINT: John Moore A Brand Style Guide is essentially a internal communication compass. It provides guidance on how a business should communicate the Identity, Personality, and Authenticity of a brand. The rigidness to which a business should follow its communication compass depends upon the culture of the company.
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What are Key Components to Include in a Brand Style Guide?
POINT: Paul Williams There are two types of information that may be included in a Brand Style Guide. I’m going to refer to the entire package of tools as Brand Identity & Standards Guide. The first type of information has to do with the brand identity elements – logo, color scheme, font usage, etc… The second documents corporate guidelines – …
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Why is a Brand Style Guide Important?
POINT: John Moore A Brand Style Guide is important for businesses of all sizes. It’s a must have when working with outside vendors and with departments inside a company to ensure everyone is using the company’s logo in a consistent and correct manner. The size of your business will determine the level of detail needed in a Brand Style Guide. …
Read MoreAre Taglines Important?
POINT: Paul Williams Back in the days when there were three or four channels on TV and nearly every product had a jingle, taglines were the norm. A smartly turned phrase paired with a simple, catchy jingle – we’d end up humming it aloud. Humming all the way to the checkout lane. Nowadays, with so many product choices and so …
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