A corporate identity manual? That does sound very old-fashioned and dusty, doesn't it? Today we are more likely to talk about a "brand book" or "brand guidelines. Whatever you call it, the essence is still the same. It gives you guidance in establishing and maintaining an organization's visual identity. In this blog, Sebastiaan de Ruiter explains why a corporate identity manual, or whatever you want to call it, is more relevant than ever before.
What is a corporate identity manual?
A corporate identity manual, whether in digital form or not, is a document that establishes your organization's visual identity. In its most basic form, this includes at least elements such as the logo, colors, and typography. A more advanced handbook also includes, for example, guidelines for the use of imagery, the desired tone of voice and writing style, specific graphic elements, templates and design elements for various materials and channels, and even examples and case studies to illustrate the proper application of corporate identity in practice.
The importance of a consistent brand story
If you want to be taken seriously as a brand, it is very important to ensure consistency in your identity. In light of the digitization of the past decades and the increase in the number of communication channels, this only becomes more relevant. In the past, an A4 sheet with a few guidelines might have sufficed, but now you have to take into account different communication channels and their nuances. Just think about the optimal number of characters and ideal image formats for each specific channel. If you are communicating daily or maybe even several times a day on different channels, it is of utmost importance that all involved follow the right guidelines. Whether it's your own marketing department, an outside agency or your own employees, everyone needs to follow the right guidelines to maintain your brand's consistent message and visual identity. If they don't, your carefully constructed strong brand story will be lost in no time.
From dusty corporate identity manuals to smart digital solutions
An old-fashioned corporate identity manual may not be quite up to date. In the distant past, before I was the owner of Comrads, I had the opportunity to create many corporate identity manuals. It was always quite a job. Once the book was finished, it was launched with a golden bow around it during a festive reception. Then it disappeared - with bow and all - into the bottom desk drawer. By the time someone finally needed it, besides being dusty, it was long out of date.
The impact of a lack of brand guidelines
Nowadays, everything is digitized, which makes things a lot easier. Just take PDFs that are much easier to edit and distribute. But also consider software solutions such as brand management software, online brand guides or a complete brand portal, for efficiently managing, communicating and sharing all your brand elements. Comrads' Brand Management solutions integrate seamlessly with our Digital Asset Management (DAM) system, in which you can store all your branding elements in a structured way. This way, the right people always have access to the most recent and up-to-date digital files, including how to deploy them.
The importance of a modern brand portal
Unfortunately, we also see organizations that underestimate the importance of a corporate identity manual. You can see this directly in less consistent expressions, especially on social media. Your brand has an online life, and it's a missed opportunity if you're sloppy with it. That's why everyone who does anything with your brand needs to know how to handle it. A corporate identity manual, preferably in the form of an efficient brand portal, helps you communicate your brand values and guard your brand identity.
Want to know more about our solutions?
Then request a no-obligation demo of our Brand Management solutions. Would you like to talk further about the benefits of marketing automation for your organization? That too is of course always possible! Give a call to (0)20 820 83 82 or email to info@comrads.nl. We would love to get to know you.