This makes sure that every piece of sales and marketing collateral you ever produce reflects positively and professionally on your organisation. That in turn means the overall look and feel, tone of voice, photography, fonts, colour waves, icons and other graphical assets are all set out and clearly defined in this document.
Of course, we are always in favour of creating design solutions that work best in the real world, and this means we need to ensure that the brand guidelines we create do not limit creativity. With this in mind, there are two steps in the process that we follow when creating them. The first is to create a brand handbook at an early stage in the design development process; this handbook operates as a ‘work in progress’ guide to how the brand should look when applied to sales and marketing materials – we deliver this element at the end of the conceptual stage in the process, so our graphic designers have a good sense of direction about how to apply the brand concept when creating your website, brochure, stationery and so on.
We then complete more formal brand guidelines once we have delivered all the marketing communications collateral, so that the brand is able to evolve naturally during this time. These guidelines will then be edited on an ongoing basis as and when we create lead generation activities to fill your sales pipeline with suspects and prospects – such as through integrated marketing campaigns, digital marketing strategies and live events, exhibitions and conferences.
The look and feel of your organisation is absolutely essential if you wish to create a favourable first impression to potential customers. It needs to deliver a perception of quality, professionalism and trustworthiness. It is the bit everyone focuses on when they think of corporate branding – but to be as powerful as possible, don’t forget that it really ought to be built on the solid bedrock of a strong strategic brand proposition.
Looking for a corporate branding agency in London? Please get in touch if you would like to find out more about who we are and how we can help. We offer a two-hour marketing consultation without cost or obligation at a venue of your choice to discuss any marketing challenges you are facing.