Brand Guides: What Are They and Why You Need One

So, you just finished refreshing your logo. Congratulations! I bet you can’t wait to finally share your new look with the world. But before you do, have you thought about what can happen once your logo leaves the office? Just because the file you have saved is set up perfectly, doesn’t mean that it can’t and won’t be adjusted by someone else. From colors to sizes and everything in between, once your logo leaves your hands, it can be manipulated in a few ways. That’s why it’s important to go one step further and create a brand guide.

What is a brand guide?

According to MasterClass, a brand guide, also called a brand book, is “a document that details a company’s visual identity, along with rules and guidelines for any public-facing communication.”

Why do you need one?

To Create Consistency
The main purpose of a brand guide is to keep not only your logo but your entire brand consistent both internally and externally. Consistency helps to drive brand recognition. The more consistent your branding is, the more likely people are to remember who you are and build a connection with your business.

For example, if you have several different logo variations out in the world, all manipulated and adjusted with different colors and sizes, how are people to know that all those logos tie back to the same company? They may think that they are looking at two, maybe three, different businesses. However, if the colors are the same, and the logo is the same, and everything is consistent across all forms of media, then it’ll be clear that those logos all represent one business.
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To Ensure Brand Quality
When you focus on creating consistency, you’re also ensuring brand quality. The rules that you set help to guarantee that your brand looks clean, polished, and professional in every scenario.
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To Deter Unwanted Design Modifications
By creating a brand guide, you are telling the world this is what you can and can’t do with our brand. It informs people that they can’t randomly add a drop shadow to your logo or throw in a color just because they like it or think it would work well. When you hand out your brand guide, you are providing a road map for them. This comes in handy, especially when working with external agencies and vendors who may be working to mockup signage and other marketing materials on behalf of your business.

What all goes into a brand guide?

Brand guides vary from business to business. Some simply cover the basics, while others expand to give their audiences the full picture of who they are, their values, and how they want to be represented.
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Below are just a few of the rules that can be included within one of these documents:

Logo Usage

Probably the most important section of your brand guide addresses logo usage. Some things to include within this section are:

logo variations and icons
logo colors and how they should be applied to different backgrounds
logo font(s)
size (minimum recommendation)

You may also feel the need to include a section that shows how NOT to use your logo.

Fonts

This section of a brand guide details the approved fonts that go along with your logo and overall brand. It’s here that you can specify where a specific font can be used and under what circumstances.
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For example, the Systemax brand utilizes both Open Sans and Shrikhand as its fonts. Shrikhand is meant to add a bit of fun and pizazz to our designs. As described in our brand guide (see below), this font “should be used sparingly and with restraint”. It is meant more so for headlines and not for full bodies of text. By detailing this, we can avoid the overuse of this font and the possibility of creating overwhelming designs.
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It’s also a great idea to include an alternative font section. Many fonts are not easily accessible and often require you to purchase a license to use them. To guarantee that everything stays consistent with your brand, it’s best to choose an alternative font that is more readily available.
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For Systemax, we chose to use Calibri as our alternative font. It is often used for email and other digital applications.

Colors

Color can play a huge role in a brand. How so? Well, according to CEO Today, in a Reboot survey of 2,648 consumers, 67% were able to identify Ikea, the Swedish furniture retailer, simply by the depiction of their colors. This is why it is so important to include your brand colors within your guide. By staying consistent with your colors, you again work to build brand recognition.

So, what should you include in this section?

Primary and secondary colors

Each color should then be broken out into:

PMS Colors (Pantone Matching System)
CMYK values (4-color printing)
RGB values (web and other digital applications)

Additional Sections

Some other items you can include within your brand guide are:

History
Mission & Values
Voice & Tone
Photo Guidelines
Apparel Guidelines
Icons & Other Graphics

When it comes to your brand, it’s important to inform others of its various elements and how they should be used under varying circumstances. You and your team are not the only ones who will touch your brand so by going a step further and creating a brand guide, you are ensuring its integrity and the hard work you’ve put into creating it.

Interested in putting together a brand guide for your business? Let us know! Whether you recently went through a rebrand or would like to add a bit more structure to your current brand, we’d be happy to help!

The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.

THE STRATEGY & PLAN

The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.

Why Local TV Advertising?

Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.

Strategies for Effective Local TV Advertising

Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.

Timing and Placement

Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.

The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.

Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.

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