What is a brand? In its simplest form, it’s how a person views a company with their eyes closed. It consists of a style, colors, and logos of a company. It is its identity.
What is the difference between a brand kit and a brand guide? Functionality.
A brand kit is something that your company would share outside of your organization. For example, you would share your brand kit if you were outsourcing some of your tasks to a virtual assistant or agency. If your company was included at an event, you would share your brand kit so the event has your logo and color scheme.
A brand guide is all the things that are in a brand kit, just a little more in depth. Your guide will include information about when and how to implement brand colors, language, fonts, and graphical elements important to your brand. It is typically an internal guide for marketing your company.
For this article both the brand kit and brand guide will be used interchangeably, since they serve the same purpose.
So why is killer branding important to a company or organization?
- Customer Recognition
The right branding increases brand awareness, and when people know you, they’re more likely to buy from you. Having uniquely memorable branding means one-time customers could turn into life-time customers.
- Improved Customer Loyalty
Familiarity is comforting, and customers will buy what they know and what makes them comfortable. Time and again.
- Easily Roll Out New Products, Events, and Services
Having your branding guide in place means that half the concept is already done. Your new idea for a service or product or book is ready to be plugged into the style that you have curated.
- Attract Influencers
This is a sign of the times. Influencers are an undeniable part of business marketing strategy. People who have a large online presence are incredibly influential and businesses small and large are utilizing this marketing tool. The more recognizable your brand is, the more likely you are to tap into this market tool.
So what are the essential elements of a killer brand kit?
- A Color Palette (with Hex codes!)
Colors are a CRUCIAL part of brand identity. A signature color palette can skyrocket a brand’s recognition. I’m sure you can think of a few examples of a signature palette immediately (The Golden Arches, anyone?).
So, so important. Designing a logo may seem simple enough, but there are quite a few aspects that need to be considered. Simple is just fine, as with black and white (think Gucci, Louis Vuitton). Abstract (Nike) or just a simple picture (Apple) works well too. It all depends on what your brand identity is and what sort of message you want to send to your target audience.
Number one rule, it’s got to be readable! The rule of thumb is to use two fonts that complement each other well—although it’s not totally uncommon to have three. Play with different combinations!
Outside of the benefits to marketing, implementing a brand kit and brand guide is simply a more organized and easier way to carry out your branding. It will keep all of your team members and contract workers on the same page.
A solid brand kit will help you keep the visual components of your brand in one place, thus maintaining consistency on all your channels, whether it’s your LinkedIn profile, website, or flyer.
Even when projects are handled by different people, such as a virtual assistant outside of your company, your communications will have the essential feel of your brand that makes you unique. This will cut down on editing time, endlessly searching for the right logo, verifying fonts, all of which save you time and money.
Are you ready to build your brand kit? Or do you want the help of a professional virtual assistant? We are here to help you.