Be The North
Welcome to our Bannikin Branding & Storytelling video series examining how you can make your brand work for you. In the third video in the brand series our manager of creative & branding, Zach Vanasse, takes a look at why branding guidelines are important to keeping your brand on the right path.
Without brand guidelines, your brand runs the risk of drifting away from your desired brand over time, or as different team members become involved in the branding process and content creation. By establishing a set of easy-to-understand parameters around your brand, you can help ensure everyone is moving in the same desired direction.
We also note that it’s important to not focus too much on the specific wording and vocabulary of your branding. While vocabulary are undoubtedly valuable in delivering effective branding, too often businesses tend to over emphasize the inclusion of prescribed wording and language, rather than focusing on working to make sure the central ideas are most effectively communicated. It helps to keep in mind that that good branding is received emotionally, rather than intellectually.
- Brand pillars
- Key branding messages
- Brand triangle: rational attributes, emotional benefits, brand persona, USP / UBS, brand promise
- Buyer personas
- Brand story
- Brand tone of voice
Next, we’ll be examining how each of the elements of the branding guidelines work and work with each other in our upcoming videos. Subscribe to the Bannikin Branding Newsletter to get the video series regularly delivered directly to your inbox, or follow along on our Instagram, Facebook, Twitter and YouTube channels.
Questions or comments about branding? Let’s chat! E-mail Zach at email@example.com.