Stand up for your brand (Part 1 of 3)

Stand up for your brand (Part 1 of 3)

You’ve done your research. You’ve been through countless iterations and months of back-and-forth with your team, your designer, your agency. Finally, it’s done: your new logo, tagline and branding platform.

 

Now what?

 

You need a branding guide.

 

A branding guide is the only way to set standards and ensure everyone who touches your brand is using everything the right way. Your brand is the visual narrative of your identity, and your guide represents how you want to look and sound to your customers, your employees and your industry. If your brand is authentic, your employees will support and believe in your standards. They’ll get excited about your brand and rally around your logo.

 

Your brand is your reputation. It’s your voice, reinforced through every transaction you have with your customers. A branding guide helps you protect it.

 

Tony Luetkehans is Hellman’s vice president and creative director. He’s been maintaining Hellman’s brand for 37 years. You can reach him at t.luetkehans@hellman.com. Be on the lookout for part 2 of this blog, posting later this week.