Why is the Guideline
important?
Imagine buying a new car without having the manual to know about the
various function in the car. Even though if you do not use the manual
every day, you know its somewhere and you can check it if need be. So
also, is the brand guideline. It is needed to accurately identify and
document the different brand elements of a company. This understanding
helps in making great internal and external communications.
Also, it is important to note that the brand agency who developed the
brand identities may no longer be around and it will be the duty of
another agency to keep working on the brand. Omnicom’s Arnell Group,
world-renowned brand strategy, marketing communications, and design firm
who redesigned the Pepsi Logo closed their studio in 2013. It is crucial
for brands to have and keep this record.
The brand guideline is the property of the brand owner, and it is needed
as documentation and official representation of the brand elements. This
can also be useful for future brand identity revisions. It is essential
to know what the brand has documented and how to move on from there. For
consistency sake, the guideline offers a central hub for all the users
working with the brand to get the information needed. It is essential
that the right shade of red is used across the media, irrespective of
screen or country.
The availability of the brand guidelines also helps large organisation
appear consistent across different touchpoints. Wherever the brand
operates, the same message is passed. This also help both internal and
external users working on the brand; they do not have to stress
themselves working on how to communicate effectively, the brand
guidelines are there to help them.