Is your brand spending enough time on the important stuff? If you’re like a lot of companies your brand guidelines focus on visualization rules. It spends pages showing how your logo should appear, which treatments are acceptable for images and how much white space must appear on a page. You might even have a page or two about “tone of voice” and documentation for treating common industry-specific terms. These are all extremely important to document. But it’s not enough.
Your brand is not a logo.
Your brand is not your name.
Your brand is not your color palette.
Your brand is not your font.
Your brand IS
- an emotional connection with your audience
- how you make your audience feel
- all about when people will turn to you
When we expand the definition of brand beyond design to building emotional connections everyone at the organization becomes a brand advocate and that’s kind of magical.