Have you ever stopped to think what makes you love a brand? Think for a moment about Apple. A simple flat logo with a single line of copy on a billboard, commercial, or as a sticker on someones car can elicit such a strong emotional response. But why? Apple is incredibly strict regarding the presentation of their brand through what we call “Brand Standards.” Building brand standards means a stronger emotional connection with your brand as it will begin to develop a recognizable personality. How do you want people to feel when they see your logo? Can you isolate your brand mark from your word mark and have the same impact?
Building brand standards through a “Style Guide” is easier than you may think. Best of all, it makes communicating and sticking to your brand standards easier as you have a constant guide dictating the required direction of your brand. I’ve included a look at the Ralston + Anthony style guide to help you get an idea of what kind of aspects of your brand can be outlined.
Building a logo, website, email campaign, or trade show booth isn’t the same as building a brand. Build a better brand and be mindful of the strategic decisions you make every day in the way you present yourself to the world around you.
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