Category: Branding

Branding Guidelines Checklist

Chip on February 25, 2008

Professionals 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

14 Responses to Branding Guidelines Checklist

Music Software says:
February 27, 2008

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.

Reply
kathy says:
March 4, 2008

Hi

I am contacting you through this contact form as there was no email address available.

I am mailing in to find out if there is a possibility of buying ad space on your website.

We would primarily be interested in buying a text link for our site seoedge.com from your homepage. Preferably intext.

If that is possible, please let us know an yearly rate.

Regards
Kathy

Reply
Chip says:
March 5, 2008

Hi Kathy, yes I am available for advertising. I sent you an email. And there is also the contact form at http://www.blogtycoon.net/contact/

Reply
edwin joseph says:
March 7, 2008

This was a great list for branding. I am quite happy that i am reminded by this matters. I’ve been a graduate of marketing and advertising and its seems i failed to make use of some lectures here in internet marketing..

Thanks!

Reply
Richard Butler says:
March 7, 2008

When i saw the header, i was just thinking of seeing a list of brand strategies for online purposes. But its seems that this article is targeting the whole marketing concepts because it listed some offline marketing brand strategies!

Great post!

Reply
Nicole Price says:
March 7, 2008

Extremely thorough list. There is not one thing that I can think of that is not already there on the list.

Reply
Whippy Shaft says:
May 24, 2008

Whippy Shaft
I figured since this blog post had some branding ideas for golf shirts and golf umbrellas then this was perfect to place a little blurb about the Whippy Shaft Golf Tournament.

Thanks.

Reply
Modern Platform Beds says:
June 21, 2008

Branding is important, but for certain industries online visibility is a bigger factor. Once things become profitable and steady branding can be a focus or you may just get lucky and whatever it is that you are doing works and people remember you and your brand.

Reply
Online payday advance says:
March 5, 2009

What a good job on the list for branding. I can’t think of anything else that isn’t on the list, there is just so much.

Reply
Internet Marketing Specialist says:
March 11, 2009

Great job on this list…so thorough. With this kind of help, no one can go wrong!! Not only have you covered branding, but this is great for organizing your online marketing strategy!

Thanks so much!!!

Reply
auto transport says:
April 2, 2009

Wow, I was not expecting such a comprehensive list. You really did a great job defining branding and delving into the complete details of how to incorporate this, not online online, but in store, in employees, and in corporate culture. Consistency is the most important part of branding a business, as it needs to be recognizable in all different formats. This list is such a good reference guide, I will be printing it out and keeping it near my desk to remember to stay consistent across all formats.

Reply
Joy says:
June 8, 2009

I have to admit Branding is everything in business, but without any means of strategic marketing be it online or offline, your brand still would draw less customers.

I’ve known this site brandmelive.com that helps and guides and individual or startup company on how to create your own unique brand that stands out from the rest. In less than a month, I assure you, you will start to experience great amount of success on your brand or business with the efforts you put in. Believe me, I’m one of the million that benefited from that site.

Reply
MJ Stapleford Corporate Identity says:
August 22, 2009

This is an impressively in depth Corporate / Brand Identity check list. You have researched well. Great post, thank you for sharing and providing an excellent resource.
.-= MJ Stapleford Corporate Identity’s last blog ..Logo Design for Company based in Bristol =-.

Reply
Sukant Chaudhury says:
November 29, 2010

Thank you. This is an exhaustive list. Great job.

Reply