After a process of discovering your brand and creation of a logo, sometimes a further step is to “codify” its use by creating a Brand Guide. Brand Guides can be as simple as a single sheet outlining what to do and not do with the logo to multi-page manifestops that show sample executions, colour schemes and even tone and manner of written text. Often they lay somewhere i the middle.
For Flourish, after the name was determined the process moved on to actual design of a logo. Then, once one was approved, we developed and wrote a 24-page “Brand Guide” that laid out the overarching brand identity, including colours, suggested photography subject manner and sample layouts.
A solid brand identity is the critical groundwork for developing customer loyalty and retention. Well-defined brands that can succinctly explain who they are (both verbally and visually) to their audiences, and implement communications to connect with them, are most likely to thrive. Once established, regardless of the medium, the message of “who you are” remains constant. If you have a well-defined brand, you can speak using any vehicle to convey your messaging. Following are sample pages from the Flourish Brand Guide.