Corporate identity guidelines: Relevance & Components
Think of the many times when you were walking down your street or driving around town and the several advertisements you came in contact with for that day. Can you count how many they were? Perhaps not!
But think about the ones that captivated you the most, did you really take time to find where the logo was placed? Well, the truth is, many people may not have the time to look that deep especially if in a haste. But then, most people will savour the beauty, creativity, the sweet colour blend, the powerful caption, the magical imagery, the lovely tagline, etc., within the limited time they have.
This is exactly what the brand visual identity is all about. Or you can call it the visual system of your corporate identity. So, “what about the logo?” You may ask.
Your logo is simply a symbol that seeks to represent you (and what you stand for) in the shortest possible way. It’s like the shortest possible summary of what you stand for, who you are, and all you want to be remembered for.
Your corporate identity guideline therefore is a document that helps to communicate, in very clear terms, how all the elements of your brand identity should be used across all your customer touchpoints. One thing that makes your corporate identity guideline important is that it helps you to maintain consistency in your brand communications regardless the different users that may come on board to handle different parts of your brand touchpoints.
For instance, you may be looking to outsource some parts of your business functions such as PR, social media management, website management, email marketing, event branding, etc. Without a proper corporate identity guideline, everyone comes in with their own ideas of how to use your brand identity and after a while, you lose recognition in the market due to obvious discrepancies in your brand appearances caused by different hands working at the backend of your customer touchpoints.
As a corporate organization, or a small business with an audacious goal of becoming big in record time, it is important that you get your brand structure and corporate identity in good shape. It becomes an emergency and gross disadvantage when you wait until you’re big before you begin to consider these things.
The truth is, not everyone who planned and prepared to be big eventually becomes big. Many factors beyond human control can play out. But then, no one became big sustainably without preparation and planning. So, it becomes an inevitable prerequisite if your brand would stand the test of time.
What are the things you should look out for when creating your corporate identity guideline?
One thing you need to understand is that, your logo is not your brand identity. It’s only a symbol that captures your identity in the shortest possible visual way. And because of this limitation of having to say the least with your logo despite your awesomeness and many amazing things you’ve got to share, we need other elements to help capture your full story in a harmonious and coherent way.
This is why we have the colours, typography, patterns, icons, photography, voice & tone. They all help to capture your awesomeness and tell that complete story to your audience with a smooth flow. And when done right, you achieve brand consistency and gain massive brand recognition.
Your Brand DNA
Biology helps us to understand that the DNA is the molecule that contains the genetic code of an organism. As a corporate body, your brand is not in the quality of products and services, beauty of office spaces, competence of your team, or level of organizational structure. Your brand inherently lives in the minds of your target audience, customers and consumers. Your brand lies in the experiences they get each time they interact with you. So, when we talk about DNA, we’re talking about the engine room that determines the form and characteristics your brand has in their minds.
Your Verbal System
When you want to determine the personality of someone, you don’t look at what they look like. Right? You simply try to understand how they relate with people and their immediate environment, how they talk, how they respond to issues, the quality of their thought processes bring expressed through their words and contributions to discussions, etc. This is exactly how we determine the personality of your brand as expressed through your brand voice and tone of communication. So, when developing your brand, you should choose your verbal systems with your Brand DNA in mind.
Your Visual System
Colours, shapes, typography, patterns, photography, iconography, etc., all create powerful impressions on us and trigger different kinds of emotions from us. As a brand, you must understand that these things speak to us in unique ways. They evoke different feelings which have been studied over the years and observed to be consistent. So, you need to choose them carefully and intentionally when developing your brand. Every choice you make must be in sync with your Brand DNA.
Your Positioning Statement
Your positioning statement is mainly for internal use. It gives insights to your marketing team for crafting a solid tagline. And your positioning statement simply addresses your target audience, helping them to see how you’re different from your competition. Your tagline is a short marketing statement that helps you achieve the purpose of differentiation in the market. However, it is marketing-focused and for external use. Your value proposition is a statement that helps you to communicate how your difference truly helps to cater for your audience’s need.
Have you been worried about being able to get control of your brand and driving it to success, considering the dynamic nature of your target market and the intensity of your competitive landscape? At Clarylife Global, create brand experiences that help you win the loyalty of everyone who comes in contact with your brand. Let’s talk!
As a branding agency, we don’t just do logos. We strive to help our clients build a holistic corporate identity. Many times, it involves spatial (office space) branding, designing of brand collaterals and merchandise items, website design and email marketing setup & styling, brand posters for marketing communications and other relevant brand stationery.
At an internal level, and even prior to getting all the above deliverables done, we facilitate brand discovery sessions for our corporate clients, helping them to craft their brand vision, mission and values, using core insights derived from raw date gotten from the entire workforce at different levels of the organization. This helps us to give the organization a thorough, data-driven, and integrated brand solution that serves them both in the present and in the future.