Brand Refresh & Guidelines

I just wanted to share some quick things to keep in mind when you are planning a brand refresh/update.

Start with a Brand Analysis/Evaluation to understand where your brand stands in the eyes of your customers & distributors.  From there, you can go in to the Brand Refresh.  There are many things to keep in mind as your go through this whole process, such as:

  • Specific markets you sell in to
  • Different kinds of customers and their buying persona’s
  • Buying times and how long the buying process takes
  • What your product says about your brand!

Let’s dive in…here are some of the things you want to consider covering with your new brand guidelines.

Brand Evolution

  • Defining who we are
  • How we differentiate our brand(s)
  • Brand consistency in messages and graphics
  • Developing brand character with a clear voice

Brand Elements

  • Logos
  • Logo Placement & Positioning
  • Brand Colors
  • Correct & incorrect logo usage
  • Taglines
  • Correct & incorrect usage of imagery to depict products & solutions

Business Communication

  • Letterhead
  • Business Cards
  • Envelopes
  • Email Signatures
  • PowerPoint Presentations

Design Applications

  • Brochures & Catalogs
  • Flyers & Sales Sheets

Product Communication

  • Text Standards
  • Capitalization/Numbers/Bullets/Hyphens/Measurements/Abbreviations/Symbols/Captions/Descriptions

Visual Design Guidelines

  • Industrial Design Attributes
  • Product Badges
  • Color Specification

Future Brand Updates

  • Tradeshow Applications
  • Shirt Applications

Here are some samples of how some familiar brand logos have changed through the years.

 

Oh, and happy birthday to me 🙂

 

 

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