Branding Guidelines Checklist
February 25th, 2008 | Author: ChipProfessionals know that a brand reaches its audience through many channels, and consistency of expression plays a major role in its effectiveness. From brochures and web sites to annual reports and magazines, comprehensive guidelines ensure seamless brand communications. Here are examples of the identity building blocks and applications guidelines of a typical program.
Identity Building Blocks
- Positioning
- Personality
- Key messages
- Tone of voice
- Editorial style
- Primary logo/namestyle
- Logo
- Namestyle
- Clear space requirements
- Sizes
- Color: preferred and variations; positive, reverse, 4-color, 1-color
- Correct and incorrect usage
- Secondary and supporting logos
- Business naming decision tree
- Supporting logo system
- Product names/logos
- Product naming decision tree
- Sub-brand logo system
- Tagline
- Graphic signatures
- Corporate typefaces
- Supporting elements
- Primary color palette
- Secondary color palette
- Photo or illustration style
- Typography style
Stationery
- Business cards, standard
- Business cards, dealer
- Business cards, international
- Letterhead, standard
- Letterhead, international
- Letterhead, monarch (executive)
- Envelopes, #10 business
- Envelopes, international
- Envelopes, monarch
- Envelopes, window
- Envelopes, mailing
- Stationery, co-branded
- Mailing labels
- Note pads
- Fax covers
- Internal Memos
- Press releases
- Microsoft® Office templates: Word®, Excel®, PowerPoint®, Visio®
- Report format
- Proposal format
Forms
- Purchase order
- Invoice
- Estimate
- Distribution
- Bill of lading
- Returns
- Checks
- Contracts
- Human resource materials: Employment application, Benefits
Phone Systems
- Greeting
- Voicemail style
- Acceptable “shorthand”
Literature
- Brochures
- Booklets
- Flyers
- Product spec sheets
- Customer case studies
- International formats
- White papers
- Executive briefs
- Product catalogues
- Sales catalogues
- International communications
- Stockholder communications
- Hardcover books
Packaging
- Product packages
- Product labels
- Hang tags
- Shopping bags
- Shipping cartons
- Point-of-sale materials
- In-store displays
- CD and DVD case and labels
- Video cases and labels
Publications
- Customer magazine
- Employee magazine
- Business partner/Dealer magazine
- External print newsletter
- External e-mail newsletter
- Internal print newsletter
- Internal e-mail newsletter
Signage
Exterior facility signs
- Skyline
- Monument
- Directional
- Parking
- Traffic control
- Site marker
- Building identification
- Corporate flag
Interior facility signs
- Lobby
- Directory
- Directional
- Floor identification
- Stair identification
- Room identification
- Workspace identification
- Restroom identification
- Roof signs
- Decals on glass
Vehicle Graphics
- Service vans
- Delivery vans
- Shuttle vans
- Tractor trailers
- Plant vehicles
- Security vehicles
- Landscaping vehicles
- Buses
- Train cars
- Ferries/Ships
- Containers
- Aircraft
- Blimps/Ballons
Uniforms
- Employee badges
- Visitor badges
- Contractor badges
- Security
- Shirts/ties
- Jackets
- Coveralls
- Lab coats
- Hard hats
- Service hats
- Seasonal uniform style
Exhibit Systems
- Trade show booths/exhibits
- Floor displays
- Posters
- Banners
Web and Interactive
- Site design and interface
- Web page templates
- Information design
- Content style and administration
- Corporate Web site
- Division/Group sites
- IT systems: call centers, order entry, etc.
- Employee intranet site
- Web advertising
- E-commerce site
- E-mail style
- Direct e-mail programs
- Interactive CDs
- Multimedia presentations
- PowerPoint presentations
Special Events (Print and Web)
- Sports sponsorship
- Co-sponsorship
- Olympic Team or Games sponsorship
- Charity sponsorship
Advertising
- TV advertising signature
- Print ads, Magazine
- Print ads, Newspaper
- Outdoor ads, Roadside
- Outdoor ads, Bus shelter
- Outdoor ads, Train station
- Vehicle ads, Bus
- Vehicle ads, Taxis
- Direct mail campaigns
- Banner ads, Web
- Co-op advertising
Branded Merchandise
- Hats
- T-shirts
- Sweatshirts
- Golf shirts
- Golf umbrellas
- Note pads
- Pens/pencils
- Keychains
- Mugs
- Tote bags
- Computer cases
- Stuffed animals
- Paperweights
kathy 
Wow! I have not seen a more thorough job than this in a long long time. My one reservation, has already been posted so, I shall simply compliment you on this very detailed and excellent post.