I love branding. But it's not all about design. As the kid of a clinical psychologist, I appreciate it on another level. It is both highly valuable and almost completely psychological.
Let’s pull back.
What is a Brand?
In essence, a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
The power of a brand is the collection of perceptions that those identifiers unlock in the mind.
Simplicity is Key to Brand Success
The world’s successful companies all say the same thing. The biggest asset is the brand. Some brands seem clear and obvious. Apple. Ikea. Krispy Kreme. The best brands are strong and distinctive, as well as simple and clear.
If you look at the Interbrand top 20 global brands, all of them are clear, strongly defined, and use simple stories that people understand. In fact, anyone can understand them. Even children. That’s the power of simplicity.
But if you’re small and a service provider, you can deploy the same tactics.
What is a Style Guide
A Style Guide is a document that contains the writing, formatting, and design rules for your materials.
Be Succinct and Distinct
Some brand manuals are enormous, like encyclopaedias. You be the judge. Cover what you need to cover. My advice is to start small and include only the fundamentals.
The Style Guide is an evolving document so it will change over time. Convey the essence as succinctly and distinctly as possible in each facet of the prism.