In communication or content where freelancers, marketing agencies, internal groups, and many others use your brand, it’s easy for inconsistencies and misuse to occur. By providing to various people with the tools and data they need to uphold your brand consistently, you can make your brand identity kits more effective.
How does a brand kit work? A brand identity kit outlines how your brand should be applied holistically and gives people the rules for making it work. Ideally, it should include business-critical assets and information such as where you can find logos and what color schemes are approved for your brand.
How do brand guidelines differ from a brand kit?
A brand guidelines document defines how your brand should be communicated – whether in written, visual, or audible form. Give your team the resources it needs to deliver consistent, cohesive, and memorable brand experiences instead of getting caught up in labeling.
- Is there anything I should include in my brand kit?
Every memorable and recognizable brand relies on consistency. Think about the most important visual elements when assembling your brand identity kit. To achieve this, include these elements:
Understanding your brand
From creatives to sales managers, everyone involved in your brand needs to understand your target audience and why your brand is relevant to them.
You should start by defining your brand’s positioning – that is, what your audience thinks of you. Keep it short, sweet, and authentic. Follow that up with a promise.
Characteristics of the brand
Define your brand’s unique personality and the key brand qualities that make it human. Therefore, your brand should always strive to be positive, reliable, and funny, but not silly, insulting, or fraudulent.
What constitutes proper brand imagery is entirely up to you. Your online presence should contain high-resolution versions of your logos and wordmarks. Protect your content from incorrect colors, pixelation, and modifications by providing detailed use-cases. Limit the size of the content.
How should you make your brand’s audience feel, feel, or think about it? Explain the appropriate visual treatment as well as general dos and don’ts. Be clear about your preferences if you prefer realistic photography over illustrations.
What makes your brand instantly recognizable are the colors that represent it. The color code of Coca-Cola isn’t “red,” but rather CPYK, RGB, and PMS. Color identifiers should be included in your brand identity kit.
When you use the same typeface across all of your communications, your brand will be consistent. Many brands, including Netflix, create their fonts to reduce licensing costs.
Information about contact
At least one person should be available for questions and support in your brand identity kit. You should provide contact information, such as name, email, and phone number, as well as details about your job and location.
What to do with your brand kit
The brand identity kit can be delivered in any convenient format, such as an e-mail attachment or a webpage. Some organizations get by with a simple webpage that provides links to a file-sharing program. Others will benefit from brand management solutions since they provide a single point of truth about their brand.