Brand Guidelines

When creating a brand identity, the next step is to establish defined guidelines, or, a style guide—the rules that govern how your company consistently uses brand assets, including, but not limited to:

• Logo (both an overarching logo and any logo lockups your company uses for individual product lines)
• Brand colors
• Taglines
• Fonts and typography
• The “voice” used in your branded materials
• Imagery
• Mascots and spokespeople

Once you create the brand guidelines and begin implementing them across all of your company’s marketing materials and online properties, the next step is to actually stick to them, which can be more difficult than creating them in the first place—but that’s a tip for another edition of The Dot. Stay tuned.

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