No matter the industry, it is important that every organization has a brand brief. This not only helps employees better understand their employer’s brand but more importantly, the organization becomes easily recognizable in a sea of competitors. The New York Times font, McDonald’s golden arches, Apple’s iconic Macintosh apple are all examples of strong associations that have been created through strategic branding.
When creating a brand brief, your organization should include the following:
- The Brand & Business: Give a quick summary of the history of your organization and what you do.
- Target Audience: Who are you helping? Who is interested in supporting the crucial work you do?
- Communication through Visuals: Without verbally communicating, you can relay your values and priorities through your visual presentation.
- For example, straight lines and sharp corners can often convey precision and accuracy and bright colors can exemplify a bold organization that stands out. It is always important to spend time thinking from the perspective of your target audience.
- Questions to ask yourself when listing your organization’s values: Are you different than other organizations and how are you portraying this? Are you relatable to your audience? In an industry that in China has been plagued with scandals, are you conveying that your organization values transparency?
- Visual Identity:
- Logo – Make sure your team knows the specifications for your brand. Make sure it’s always being proportionally enlarged!
- Colors – Choose a specific color palette and only use these colors. They will be associated with your organization and you want to solidify that connection.
- Fonts – Again, choose 1-2 fonts and only use these fonts for all marketing materials
- Do’s and Do Not’s – Specifically list out misuses of your logo, color and fonts so when team members create marketing materials, they have a clear guideline which they can use.
- Consistency – The most important part of visual identity is consistency. The visuals do not need to be elaborate but always consistent.
- Mood Board: Visually give your designers and others an idea of the look of your company
- Additional Notes: Are there any ideas or points you need to convey?
Branding can seem like a superfluous component to a company in comparison to program implementation issues, staffing programs or lack of funding but some time spent on strategically spent on developing a strong brand can help the longevity and success of your organization.