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.