One of the most important things about creating a brand is making sure everything is cohesive. Once a brand pinpoints their values and how they’d like to be perceived, they have to make sure all their touchpoints refer back to these values.
What’s of extreme importance is the look of a brand. In order to make sure this stays fairly consistent, brands should have corporate identity guides or brand style guides. These typically go over the do’s and don’ts of using a logo and also shares the colors of the brand as well as other things.
Why are these important? Think of a world where the Target bullseye is purple; you’d be very confused. What if McDonald’s Golden Arches were even just a pale yellow? Brand style guides help to maintain a consistent look so that consumers and employees understand the brand. These guides help create uniformity and take a business from being just a company, to becoming a brand.
Via Russ Merz, Ph.D.