How to Create Brand Guidelines That Establish You as an Ethical Business

Today’s customers increasingly expect brands to promote and uphold ethical values.

When a brand behaves ethically, it not only boosts customer loyalty and satisfaction, but it also increases positive word-of-mouth and the perceived value of the product or service you sell.

How do you position your brand as an ethical one? It all starts with your brand guidelines. Whether you’re starting from scratch, or you have a proven brand system that only needs a few adjustments, the right brand guidelines can position you as an ethical business. Here’s how to create brand guidelines that resonate with your customers.

What are brand guidelines?

Put simply, brand guidelines codify the strategic, verbal and visual elements of your brand. They’re the parameters you’ll follow across all channels and touchpoints—from brick-and-mortar to online experiences—that determine your business’ look and feel. Strong brand guidelines ensure that everything from your website to your marketing collateral all stand as creative representations of the same brand—consistency is key. The most successful brands understand how to develop and execute strong brand guidelines, delivering on the consistency that establishes trust with new and existing customers alike.

How to create a strong set of brand guidelines

While there’s no definitive way to create a winning set of brand guidelines, there are some strategies you can follow to deliver on the consistency your customers are looking for. Here’s how you can use brand guidelines to position your business as an ethical one:

·      Create static and interactive brand guidelines. There are generally two types of brand guidelines—static and interactive. Static guidelines refer to tangible collateral, like printed, hard-copy materials. They’re often cost-effective and easy to create. Interactive brand guidelines are digital and web based. What they lack in terms of tangibility they more than make up for with dynamic features—they’re easy to update and give you the option to include special features like video and motion graphics. 

·      Define your core elements. Every brand needs a defined set of core elements that form the foundation for strategic messaging and visual and verbal identity. Again, consistency is key. Include the following elements in a basic brand guideline document to highlight your commitment to a consistent customer experience: brand personality, logo, color, typography, graphic elements, photography, voice.

·      Include actionable information. Brand guidelines need to be put into action if you want them to be useful. As you create a brand guideline style sheet, include real-world applications so readers have tangible examples of effective execution. Detail a list of “dos and don’ts” that covers everything from social media posts to display ads, website renderings to billboards, so you can ensure consistency across all touchpoints.

Consistency is key

Consistency is critical in branding—it not only helps boost brand awareness, but it builds your reputation as an ethical brand that’s worthy of your customers’ trust. Need help creating strong brand guidelines that ensure consistency and cohesiveness across all touchpoints, from the digital space to brick-and-mortar experiences? Say hello to Spin Creative. As an ethical branding partner, we’ll help you create brand guidelines that effectively outline the parameters of your brand’s strategy.

About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.