A [very old and very basic] guide... to creating guides

David ThomasCreative Director

understanding the branddoc1: are we creating a ‘thinking behind the brand’ book

living the branddoc2: are we creating a ‘live the brand’ book

expressing the branddoc3: are we creating a guide to producing materials

doc4: are we creating a document helping staff to express the brand

doc5: are we creating a separate language guide

what guides are we creating?

what it isa book of the branding project containing the issues and insights, the whys, hows and whats

who it’s forMarketing agencies & PR: Creative head, Concept creative, Planning director, Account directorPress: Editor, Feature writerInternal: Board and department head level

what it isa book about ‘behavoiur’ containing why we had to, what we expect, what your role is and compelling you to act, how we grow

who it’s forInternal: all

what it ispractical guides to creating an experience that is consistent throughout the business. information on letter writing, speaking & other communication points

who it’s forInternal audience: Anyone having interaction with customers

what it isa guide to producing all aspects of necessary materials on brand message and in brand style

who it’s forMarketing agencies & PR: Creative head, Designer, Artwork, Production, Account directorInternal: anyone with responsibility to commission work

what it ishow and what we say is a large part of communication, this helps understand the need for different styles and levels of copy

who it’s forMarketing agencies & PR: Creative head, Account director, copywriter

understanding the brandare we creating a ‘thinking behind the brand’ book

suggested structure for ISSUE baSEd rE-brand

Background

What are the big issues? ‘X main issues emerged’

How does the brand rate? ‘We evaluated the brand against four criteria’

What conclusions can we draw? ‘brand strengths’ ‘brand weaknesses’

What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’

What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’

How can we make the brand more [main requirement] ?

What are the benefits of all this activity?

what it isa book of the branding project containing the issues and insights, the whys, hows and whats

who it’s forMarketing agencies & PR: Creative head, Concept creative, Planning director, Account directorPress: Editor, Feature writerInternal: Board and department head level

understanding the brandare we creating a ‘thinking behind the brand’ book

suggested structure for nEW brand

Background

What are the market opportunities & issues? ‘the market’ ‘the audience’

What are the conclusions? ‘what we need to be’

What should the brand stand for? ‘brand idea’ ‘associated characteristics’ ‘brand values/principles’ ‘brand personality’ ‘brand positioning’

What does all that mean in practice for the brand? ‘customer experience’ ‘behaviour’ ‘communications’ ‘internally’

How can we ensure the brand is [main requirement] ?

What are the benefits of all this activity?

what it isa book of the branding project containing the issues and insights, the whys, hows and whats

who it’s forMarketing agencies & PR: Creative head, Concept creative, Planning director, Account directorPress: Editor, Feature writerInternal: Board and department head level

living the brandare we creating a ‘live the brand’ book

suggested structure

the need

the possibilities

the new brand

you and the brand

group structure

the internal values

our external personality

how do we make it happen

the expected outcome

what it isa book containing why we had to, what we expect, what your role is and compelling you to act

who it’s forInternal: all

expressing the brandare we creating a document helping staff to express the brand

suggested structure

B2B communication basics ‘lite’

the brand language

specific examples

letters

emails

telephone

face to face

the technical bits ‘lite’

what it ispractical guides to creating an experience that is consistent throughout the business. information on letter writing, speaking & other communication points

who it’s forInternal audience: Anyone having interaction with customers

expressing the brandare we creating a separate language guide

suggested structure

B2B communication basics

the brand language

examples

100% brand level

documents and reports

specialist audiences & offerings

general audience

the technical bits

what it ishow and what we say is a large part of communication, this helps understand the need for different styles and levels of copy

who it’s forMarketing agencies & PR: Creative head, Account director, copywriter

expressing the brandare we creating a guide to producing materials

suggested structure is more of a pick&mix as content will be dependant on visual strategy.

introduction

who and what are these guides forset the scenebrand architecture

the word mark

what are the componentsis there a bleed versionwhat do we measure over and do we have limited size versionspreferred sizing and positionwhat is the minimum clear space

the icon

what is its rolewhat is its position in relation to wordmarkare there negative versionsare there primary colour versionswhat do we measure over and do we have limited size versions do we have redrawn size versions preferred sizing and position

brand language

what are the business communication basics what is our audience matrix & how we speak to them what is our brand idea what is our promise what are the internal brand values how do these translate externally into the brand personality what is the boilerplate

what it isa guide to producing all aspects of necessary materials on brand message and in brand style

who it’s forMarketing agencies & PR: Creative head, Designer, Artwork, Production, Account directorInternal: anyone with responsibility to commission work

brand assets

what is our visual strategy, what are the most important brand assets

colour

what are the core colours of the primary colour pallet secondary colours using the secondary colours

typography

what is the primary typeface what is the secondary typeface what is the typeface for shared applications do we have a specific typographic application style

graphic elements

do we have graphic elements what are the principles of usage are there levels of elements how do we use the elements

imagery

what are the aims and principles do we have levels of images how do we use the imagery

applicationsvisual style only unless messaging is part of deliverable

what collateral items do we have

what is the master grid are there brochure levels list specific brochures

what presentations do we do

what do we say in each how do they look

what is our brand level advertising

what other products or services do we advertise

what is our direct marketing

what other products or services do we directly market them

how does our website work

do we have microsites - what do they do and what are they like

what events

what stand designs

what internal documents do we do

how do they work and look

list of all stationery

show email signatures show envelopes is there packaging do we do things like cd covers

do we have partner applications

how does the visual relationship work

how does the design look in signage & livery

what about other branded items

what do we say we cannot dodos and don’ts

do an appendix to contain a brand language guideglossary

show whatever guides are also available

is there a thinking behind the brand book is there an document helping staff to express the brand is there a separate tone of voice guide

A Base One Branding guide to creating guides

David ThomasCreative Director