The Importance of a Brand Guide in Marketing

Not everyone has worked with a branding firm to develop a full brand strategy and guide, but that doesn’t mean it isn’t essential to your marketing. If you haven’t had the opportunity to develop a brand guide, I strongly suggest you either work with someone or go online and find a template to create one yourself. Having a brand guide in place and delivering it to your marketing team will take your marketing to the next level and increase conversion. The benefits are endless, but here are the main points:

COHESIVENESS ACROSS PLATFORMS

A brand guide that is utilized across various departments in your business relays your brand’s tone, messaging, values, and aesthetics across all platforms. Customers will receive a strong brand message with this consistency. If done correctly, your brand should permeate throughout your entire customer experience.

CREATES CONNECTION TO THE BRAND

You will create a much stronger connection between your customers and your brand if they are experiencing the brand through every touchpoint. Not only will you attract more customers that align with your brand’s values, but those customers will be more engaged with your brand. This results in much higher conversion rates over time.

CLARITY

Having a brand guide in place allows for much less oversight. For example, having a Social Media Manager study the guide will create much more clarity on how the should be portrayed. If you are working with a knowledgeable team, this will translate to better and more aligned marketing strategy throughout the various parts of your marketing funnel. 

If you don’t have a brand guide in place, you can either hire someone to create one for you or sometimes your marketing firm will help you develop one. If your marketing consultant is good at what they do, they should be able to refer you to a firm that fits your needs and budget or they will have someone in-house. If you’re looking for help with your branding and marketing, please feel free to contact me or book a consultation.