Yes, You Need Brand Guidelines.

One of the first questions that I ask when I meet with a prospective client is if they have branding guidelines. Some (not many) have a fully built-out brand book (e.g. Starbucks), others have brand style guidelines including logo + graphics usage (e.g. Wheaton Academy or The Haverford School) or a one-pager (plus some examples) with this information (e.g. Yelo spa), and A LOT have none at all. 

It is easy to get immersed in your mission, programs, products, and/or services in a small shop, independent school, or small business. However, overlooking this critical element of your brand can be a missed opportunity. Here’s why:

Consistency: Brand guidelines serve as a blueprint. In a busy, crowded, frenetic marketplace, cohesion is a bar none must. Consistency builds trust and recognition among your audience, helping your organization stand out. 

Clear Communication: It is highly likely that your organization has more than one constituency, including members, donors, parents, lay leaders, investors, customers, etc. Brand guidelines provide clear instructions on how to present your organization visually and verbally. From social media posts to outward facing campaigns, having a set of guidelines ensures that your message is conveyed effectively and aligns with your values and mission.

Enhanced Professionalism: A strong brand presence elevates your professionalism and credibility. If your photography is blurry and you are using 18 different fonts, you are not doing yourself any favors. Attention to detail and a commitment to quality instills confidence in your supporters and encourages them to engage with your organization. 

Long-Term Brand Equity: Building a strong brand takes time and effort. Your brand is the constant as your organization evolves, expands its reach, and grows. This stability will be of comfort, confidence, and connection with your audiences. 

Brand guidelines do more than just ensure outward-facing uniformity. Uniformity + professionalism + clarity can truly equal trust, growth, and positive evolution.