How to Create an Effective Brand Identity Kit

Do you want your brand to stand out and be recognizable? If so, then it is important that you have an effective branding kit. A branding kit includes all the elements of a company’s identity. Such as logos, colours, fonts, and taglines. This post will go over what your brand identity kit should include. So that people can recognize it with ease!

Why do you need brand guidelines?

Consistent branding is important to the success of a business. It’s hard to keep your brand consistent if you don’t have guidelines in place. Most businesses don’t create branding guidelines. This leads to inconsistent marketing and a poor customer experience.

Brand Guidelines will help you set your brand standards for your team. They help make sure that everyone is singing from the same song sheet. They help present your organisation to the world in a unified way.

Downing Creative can help you create brand guidelines for your company. They will give your team everything they need to stay on message with each other and with customers. To get you started we have created a list of essential elements to include in your guidelines.

What are brand guidelines?

Brand Guidelines or Style Guides are instructions on how to use your brand on a day-to-day basis. It is how your brand is actually applied to all your communications and marketing tools.

What should be in your guidelines?

The essentials

  1. A company logo is an important part of any branding kit. It can be a symbol, icon, or wordmark that represents your brand and what it stands for. The logo design guidelines should also include how to use it in its simplest form. This is most often black and white or one colour. How small the logo can be is specified too. The Guidelines should provide access to a library of logo designs. These should be in various file formats and colour options. Some file formats could include pdf, ai, eps, jpg, png.
  2. The exact company name and product names that are to be used. It is important that everyone uses the same version of the brand name in every communication. If the name is long and an abbreviation acceptable then that needs to be specified.
  3. A company slogan or tagline is another important element to include in your kit since brands have one main message they want people to remember and associate with them. The phrase should reflect what you do, who you are, or what you stand for.
  4. A color palette is an important visual element to include in your kit since it can be used across all branding materials such as websites, advertisements, posters, and more. The colours should reflect the personality and style of the company and how they want people to feel when seeing them. Colors should be specified in a range of formats. A good branding kit should include CMYK and RGB files for printing, along with Pantone colors (if applicable).
  5. Fonts need to be specified for the kit. One font needs to be chosen as the core font of the identity – another must be picked just in case the core font can’t be used.
  6. Your brand story is an essential tool in your marketing tool kit that should be included in the guidelines. Sometimes this is referred to as positioning. The brand story can include what you do who you do it for and why a customer should choose you instead of the competition. It can include your purpose, mission, values and vision if it is relevant to your customer.
  7. Tone of Voice – It’s important to remember that your presentation and content is a key part of how you want people to interact with the company. The tone should be welcoming and professional – not too formal or informal. Having some guidelines on how all team members should write on public platform such as Facebook and Instagram is useful to maintain consistency.
  8. Imagery – many brands have supporting graphics and content that are used to support the brand. These can be iconic photographs, colours or illustrations that help tell the brand story, make the brand stand out or create differentiation.

Optional items to include in your brand identity guidelines

  1. Website content and blog posts
  2. Social media posts and content
  3. Stationery that is used for business cards, letterhead and envelopes
  4. Brochures and booklets.
  5. Powerpoint presentation
  6. Banners and tradeshow support material
  7. icons that are specific to you (elaborate) such as graphics, symbols, or animated gifs.
  8. Signwriting specifications. This can include vehicles, building exteriors and wayfinding.
  9. Uniform design.
  10. Interior design
  11. Merchandise such as clothing or giveaways
  12. Advertising templates for the most popular media channels
  13. Photostyle and image library and the sort of images that are useful for marketing
  14. Web Banners and Social Media Images

Who is Downing

Downing Creative Marketing has been based in Nelson, New Zealand since 1994. As a leading branding and design agency, we help organisations develop their brands and marketing to the highest standards. Brand Identity Design is one of our core services. We love to design and craft brands that meet our clients’ expectations and deliver results that help grow their business.