Why And How All Professionals Should Develope A Set Of Brand Guidelines

By Michael Harris-Arzon, The Simplistic Professional 

It’s hard to believe that less than a decade ago, the average professional did not need to know anything about marketing or branding.  Even those Millenials that used YouTube as a way to create an online following didn’t need to understand the intricacies of building a brand.  Now, virtually every serious company around the globe checks a potential employee’s online profile as part of their hiring process.

Whether you work for a Fortune 1000 company or are self employed, today’s professional should have a formal set of brand guidelines.  The reason for this is simply to ensure that a brand is being represented the same way every time a representation is made. It may come in the form of an online post of the printing of a marketing flyer.  When working for someone else, you are tasked with the responsibility of not just following your own guidelines, but those of your employer.
Developing a set of brand guidelines is quite simple and should include these aspects.

  • Brand / company color scheme
  • Official Logo (yes individuals can have a logo of their personal name)
  • Acceptable Font types
  • List of permissible online outlets ie; social outlets, blog, craigslist etc.
  • Types of acceptable imagery that are allowed to be associated with
  • Frequency of social postings
  • Blog posting schedule
  • Even specific marketing templates that are acceptable
  • Email and blog signature format
  • How to deal with Holiday / Religious marketing customization

These 10 aspects are the most common brand guidelines.  Now, if your a micro-manager or neurotically detailed you may get a lot more specific.  Just remember that consistency is key and the core reasoning behind Brand Guidelines.

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Michael Harris-ArzonPresident, Ardynn Media GroupSimplisticProfessional.com