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What Are Brand Guidelines or Brand Style Guides?
Brand guidelines or a brand style guide is the document containing information about a brand’s purpose, vision, mission, values, positioning, proposition, story, history, philosophy, culture, promise, brand architecture, customer personas and messaging etc. together with defining the rules of strategic and visual brand asset management and usage in the context of language, technical mechanics, printed materials, design and online application etc.
It sets the standards under which the brand can be used and deployed over all it’s relevant communication channels or touchpoints including all collateral in both hard and soft copy format, on or offline. Most importantly it also provides strong boundaries on how the brand should not be used or deployed.
Every brand style guide has a central brand theme from which all other parts expand. This central theme is a consistent program of visual and verbal identity which is essential to drive not just brand recognition, but brand preference. The logo and style guidelines help unify the brands communications and make them a clear, strong, consistent message at all touch points.
Some of the typically items included in a brand style guide are as follows:
• Brand Philosophy, Positioning, Story, Values, Promise etc.
• Brand Colour Palette
• Brand Fonts & Typographic Hierarchies
• Brand Logo Size, Position & Clearance
• Grid Systems
• Brand Design Theme
• Brand Packaging Design & Application
• Paper & Print Specifications
• Brand Online Usage, Design, Deployment & Application
• Brand Vehicle Livery Design & Application
• Brand Collateral Design & Application
• Brand Exhibition Stand Design & Application
• Brand Advertising Design, Application & Deployment
• Web Application
• Key Brand Text Messages & Descriptors
• Photography and/or Illustration Style, Composition etc.
• Brand Application Checklist
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More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.
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“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.
Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.
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“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.
She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”
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“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.
Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!
Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”
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